Monday, 5 September 2016

Provide the best content experience

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There are many businesses that underestimate the value of optimised content.  The key to getting an influx of traffic, is providing your customers with high quality content. Well-structured content can differentiate you from your competitors and help communicate with your customers. If you really want to capture the attention of customers and keep them coming to your website, then customizing the message you want to convey is essential. The content needs to be balanced so that users aren’t overwhelmed and confused with too much information. Positive reactions only surface when you connect with your customer emotionally and mentally. This makes them realise that they are an asset for the business. 

Here is a list of features that your content needs, to give customers the best content experience ever:

Useful and Informative
You need to provide as much as information about your business as possible. The content should give details about what you offer, what benefits are attached to your offerings, where you are located, what your USP is and your contact information etc. 

High Quality
The content should be unique and well presented in a good format. It should be refined and delivered in the tone depending on the type of communication you want with your customer. If your content is mediocre and not up to the mark, customers will sense that there wasn’t much effort put in it. You need to bear in mind that your content should be created to give customers a good user experience, and not just to rank well in search engines. 

You need customers to trust your brand and be something that is verified. The content needs to have reliable information about your business. Sloppy content that seems false can be highly damaging to your brand image.

If a customer doesn’t get what they want from your content, then why would they read it? The content has to be intriguing in ways that draws their attention.  

When you market your product through your content, you gain the power to generate niche levels of willingness for purchase, but on a mass scale.  Lead generation is stimulated by content. When you personalise content to the user’s interests and behaviour, your content creates a powerful connection and converts more leads into sales qualified leads (SQLs) and marketing qualified leads (MQLs). You can introduce various methods of getting insight on what the customer wants to see in your content. Make sure your content is linked to one or more social media platforms which are very necessary for the right amount of exposure. All you have to do for a better content experience is to keep it simple and familiar. Always try to improve and bring something new to the table, because customers want something fresh and upgraded. 

All of these tips will lead your search traffic down an open path to increase the opportunity for conversion.

Alejandro Catalan
Current student in the Master of Marketing program at the University of Sydney Business School

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