Your content is at the core of everything you do. Every part of your business relies on strongly written content – everything from your website and welcome emails to business cards and online ads.
But how do you know if your content is connecting with potential and future customers? We’ve put together a list of 5 key signs that you need to revamp your content or bring in some outside help to revive it.
1. Your traffic isn’t converting
Plenty of people are landing on your website, but your conversion rates are way below what you’d expect them to be. There are a whole load of factors that could be contributing to this, but content tends to be one of them – along with page design, graphics, and mobile compatibility.
Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher.
Ask yourself -- does your content do your product or service justice? Does it clearly explain what you’re about? Does it speak to your audience in a way they want to be spoken to? Is it accurate and engaging? Does it give people a reason to choose you over your competitors? If you just answered with a stream of no’s, there’s plenty of room for improvement.
If you’re not sure how your content is being received, consider sending out a survey or asking a few key customers for their thoughts. Sometimes an outside perspective is needed!
2. Your website it stale
When’s the last time you added a piece of content to your site? So long ago you can’t remember? Well, therein lies your problem.
Google likes to see fresh content, and places greater value on up-to-date, newsworthy articles. In a nutshell, if you don’t have fresh content, this means you could be impeding your efforts to gain organic traffic. A simple way to overcome this is by adding a blog section (and actually posting on it!) which will help improve your SEO (find out more about that here).
In addition to a blog, consider setting a calendar reminder that goes off every 6 months to prompt you to review and update the content on your static web pages.
3. Social media struggles
If you’re constantly grasping for ideas of what to post on social media, it’s probably because you don’t have anything to shout about, and the reason you don’t have anything to shout about is probably because you haven’t published anything new – or, worse, you’re out of touch with your audience.
Regular, relevant content will bring your social media streams to life, give you something to talk about, get your audience engaging with you, and drive traffic to your website.
4. People aren’t talking about you
If you want people to talk about you, you need to give them something to talk about. Producing great content will get people sharing it on social media, encourage other websites to link to your material, and can help get your audience engaged in new ways.
The end result? Brand awareness, word of mouth advertising, more inbound links (which will benefit your SEO efforts) and inevitably more leads.
5. No internal linking opportunities
Internal linking aids your website’s navigation, help you define the architecture and hierarchy of your site, and plays a part in building your website authority.
When it comes down to it, the more relevant content you have, the more opportunities you have to add internal links. For example, we sent you to this article about SEO earlier in our blog post – but because we have so much relevant content we also could have linked you to this article or this article… or even this one! See? Relevant content builds linking opportunities.
When it comes down to it, having a bank of relevant content not only makes your marketing more effective – it also makes things easier on you in the long run. Having a deep well of articles and posts to send people to gives you more to promote – as well as the behind-the-scenes SEO benefits of establishing authority.
If you’re stuck on what to post about, we’ll leave you with this blog series for a little further reading.
HUE & TONE: TRIAD BASED MARKETING SOLUTIONS
Completely stumped on what kind of content to post? Not even sure who your customers are? Or maybe you're just not sure how to reach them? We can help you answer all these questions -- and help you plan and enact solutions for all your marketing woes. Shoot us an email or give us a call.