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If you’re looking to build your brand, engage your users and increase conversions, you need to be constantly thinking of content—value-adding sparks, conversation-starters, establishing yourself as an authority—to compliment your product and services. By sharing insights, advice and other solid gold nuggets of information through your online channels, you are becoming a contributor to, and eventually a leader in your industry.
Now we all know content is important throughout your online presence: your about page, your capabilities/offerings, case studies, testimonials—your basic brochure information. But in addition, are you producing fresh content on your blog and social media outreach? Is it in-line to boost your SEO standing? What reason do users have to keep visiting you? Do your users bookmark you, “like” you on Facebook and follow you on Twitter? These are all questions you need to think about in this digital, super-connected age—and not skimp on.
Before we start talking about content, let’s make one thing clear: there is no one-size-fits-all approach to content creation. Period. Every company and product has unique needs, unique users and unique opportunities for conversion-leading conversation.
