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It’s great when a company has a beautiful and multifunctional website with well-thought-out internal navigation. However, if the content posted there is not informative or does not correspond to the subject matter of the portal, or is inferior to competitors’ materials in some respects, then you should not expect high traffic and sales growth. That is why the preparation and optimisation of content is of particular importance when promoting portals.
Content marketing is a technology for promoting websites of various topics and scales, which involves attracting users by promoting various information. It mainly involves texts, but also includes audio and video materials. By adding valuable content, it is possible not only to engage the audience, but also to ensure its retention by creating close relationships based on trust.
The main benefits of this approach include:
1. Building a positive image of the company and gaining credibility in the eyes of users.
2. Communicating a caring attitude and a desire to help the target audience solve problems.
3) The possibility of increasing positions in search results through organic links and the systematic appearance of new materials on the website.
4. Saving the budget for advertising – content marketing is cheaper than traditional methods of online promotion.
5. It is worth noting right away that you will have to work hard to attract users to your conversion scenario, but the result is worth it.
The main tasks that content marketing helps to fulfil
Content creation and updating can be dictated by the desire to achieve the following goals
-increase business profitability;
-Increase the flow of quality visitors – the audience should consist of people who are likely to order goods or services, leave contact details, call for advice, etc;
-regain interest from users who have already placed an order but have not contacted you for some time;
-organise cross-selling;
-Ensure the attraction of new customers;
-Grow leads;
-improve the attitude to the brand, make it recognisable.
At the initial stage, it is important to set priorities, as it is difficult and time-consuming to deal with all areas at once. Once the key goals have been achieved, you can move on to secondary goals.
Recommendations for developing and implementing a content marketing strategy
Marketing tips that increase the chances of success with content optimisation:
1. start by defining specific tasks;
2. allocate resources for in-depth analysis and segmentation of the target audience;
3. choose the channels of interaction that will be optimal in your case – these can be groups and channels in social networks and messengers, search engines and aggregators, corporate mailing lists, contextual advertising services, blogs;
4. analyse what competitors offer;
5. think over your content plan in detail and do not limit yourself to one type of content;
6. take care not only of the information content but also of the visual appeal of the published materials;
7. avoid duplication of content in different channels;
8. optimise your content for viewing on mobile devices;
9. constantly monitor performance using metrics.
Given the fierce competition in almost all market niches, as well as the time constraints of most entrepreneurs, it makes sense to consider engaging a team of professionals to create a content marketing strategy and implement it.