Currently, content and its importance for business is a theme increasingly addressed. But not all content is in fact relevant and that is the secret. For example, we all value our time because we consider it to be a scarce commodity, so we must make choices everyday about how best to use it. From the choice of the meeting we want to which conference we attend, but also the most relevant content and information we intend to read. In the latter case, a quick survey allows us to assess our interest and understand whether we want to continue. And it is in these short moments of analysis that companies must concentrate to be able to attract the audiences they intend to conquer for their content.
Thus, contents are an increasingly important and disputed asset. With the growth of digital marketing, it has taken on a much more strategic role: attracting as many audiences as possible and ensuring their loyalty. However, to be able to confirm this readability of the contents they must be relevant, structured, and useful to your readers.
It sounds easy, but it takes time, continuity, and analysis.
In this sense, in order to captivate potential readers, the relevance and quality of the content must be the main priority of the organizations and not their frequency of periodicity of publication, as these must depend on the objectives of the organization. They must be created to meet what the audiences need. Much more than creating content for all existing platforms, whether they are social networks, blog, newsletters, podcasts, webinar or even media, the most important is the positioning of this and the message we want to convey with it. Obviously, it is crucial to be where the readers are, but that is worthless if the content is not informative, objective and responds directly to the needs of those who consult the information. Creating empathy with the reader through their ability to clarify or captivate by the story presented is fundamental for our content to be a success.
This change is the result, among others, of the current facility for searching for information online. Costumers and consumers, when accessing the organization’s information, already have a reference and are looking for more specific, more objective information. That is, the content to be developed must respond to the type of information that costumers search for online. Another fundamental aspect is the coherence of the information in different channels, because the potential costumer can access it through the website, social networks, blogs or get information through the news published about the organization different messages, in different digital properties can lead to a loss of interest or to a perception different from that intended by the organization.
What are the vantages of creating relevant content?
Producing good content enables numerous advantages, both for the companies that develops it, since they start to be considered as experts on the subject, as well as for the public that reads it, because they now have access to the content they were looking for, namely:
- Relevance in searches: as companies produce quality content, their relevance increases on Google Search Engine, allowing them to conquer the first search pages and consequently increase the number of visits and possible interactions. According to the Search Engine Journal, 93% of all traffic comes from a search engine and 60% of clicks go to the top three sites in the search results. On the other hand, 75% of users never click on links after the first page results, according to ImForza.
- Longer browsing time on the website: the more relevant content there is, the greater the interest and browsing time of users. According to BrezzyHill, 47% of consumers see 3 to 5 pieces of content creates by a company before talking to the company.
- Higher conversion rate: the more traffic and the longer a consumer is on the website of a given organization, the greater the chance of being able to generate leads or retain a costumer. Quality content is the key factor in any good SEO strategy, as well as improvements in content increase traffic by up to 2000%, according to Marketing Sherpa.
- Reach and visibility: only through the production of relevant content, which the consumer is looking for, will be possible to retain it, since Google processes an average of more than 40000 searcher every second, translating more than 3.5 billion daily searches and 1.2 trillion annual searches worldwide, says Internet Live Stats.
Currently, due to the pandemic that we are experiencing, certain types of content have been boosted and are crucial to attract new readers and keep the old ones interested.
Different types of content?
Podcasts are a type of content that has been gaining prestige, even before the emergence of the pandemic. More and more, it is companies that have invested in this tool, because in addition to being practical, it is also relatively simple to create and has a good impact on listeners. In Portugal, more than 2.2 million people listen to podcasts regularly and seek to listen more and more. This is due, above all, to the possibility of being able to be heard anywhere, depending on the availability and willingness of each one. In this sense, companies should even consider betting on this type of content since it is yet another innovative way to reach their target audience.
In addition to podcasts, webinars have also seen an increase in their creation and use. These are a good platform for generating leads, captivating potential customers and, one of its biggest advantages, can be reused for other content such as e-books, related articles on blogs and posts for companies’ social networks. On the other hand, given the national scenario, this is an excellent initiative to avoid holding events, since if they are live, they work in the same way as an event, but online. There is a set date and time for your presentation, but it does not need to be cancelled.
With the huge growth that social networks had and the respective role they play today in generating leads and reaching the target audience, blogs ended up losing a bit of their traditional space, ending up reinventing themselves. Currently, a company blog is an excellent tool with relevant and in-depth content to attract readers who are looking for specific topics. When you want to search for certain information, as a rule, you search on Google and very rarely do you go past the 2nd search page. The advantage of a company having a blog it that, according to research cited by RUNNINGDIGITAL, there are 434% more pages on search engines and the more they publish, the more they will appear on the first pages of these. However, to get the best out of publications, as previously mentioned, it is essential to analyse and identify what type of content is of interest to the readers. Because the more useful the information, the more shares the bog will have, thus reaching many other readers.
That said, if the content produced is relevant and recurring, the company will begin to be recognized for its know-how and to gain notoriety for its good content and, consequently, will start generating leads. Regardless of the content format (social media posts, newsletter, podcasts, webinars, among others – there are so many other formats), if it is attractive and clear, it will certainly capture the attention of new customers and retain existing ones. The most important thing is not to create a text that boasts about how good the company it, but that shows it through its knowledge.
To learn more, see our Guide to creating content, which is a part of the BloomCast Content Series, is a document developed by BloomCast Consulting with the aim of providing useful and easily actionable information to define the communication line that should be used in creating content. In it you can find the best practices for creating the different contents as well as some relevant statistics and facts in relation to the different formats.
Looking for more information on creating content that makes sense for your business? Contact us and find out how we can help you innovate your communication