Ask any experienced internet marketer and they will tell you that the key to a successful website is content. After all; people head online for information. If your site has the information that they need then they will stick around. If it does not then you have lost them permanently. Absolutely everything you do with your website should be based around getting top quality content on it. Without top quality content you will not make a single penny.
There are two types of content you need to have on your website. The first is foundational content and the second is community building content. Think of the first as something highly promotional (i.e. product descriptions) whereas the second is more along the lines of ‘reputation building’. That type of content is all about showing that your company has a ton of knowledge in a very particular niche. It is very rarely going to be promotional. In fact; it is encouraged that you do not make that type of content promotional. It is this type of content that will draw the visitors in and it is the type of content that I wish to focus on for the rest of this page.
Promotional content does not attract people to a website. Honestly; how often do you find people sharing links through social media for a special offer they have found online? It happens very rarely, right? The type of content that attracts website visitors is the content which is useful. It is the type of content which will resonate with the target audience. It is content which meets the following ‘specifications’:
- The content is in-depth. It will help the reader to understand a particular subject in depth. For example; a good piece of community building content may look at particular advances in an industry (i.e. news in the industry) and provide a bit of discussion on it. Other pieces of content may go into depth on how to perform a particular task. For example; a DIY retail website may publish content on choosing the right tool for a job or perhaps even publish content on completing a particular project i.e. step by step dog kennel making.
- The content is something that your target audience actually wants to read. This means that it needs to fulfil a particular need that they may have (i.e. to find out more information on something). If your content is in-depth then it is likely to meet this specification anyway.
If you provide useful content to your users then they will keep coming back for more. If you can make them feel as though they are part of the community then they are more likely to purchase from you too. Remember; conveying knowledge through a blog (or however you wish to share content) is going to prove to be immensely useful when it comes to boosting your reputation online. After all; people absolutely love to purchase from companies that demonstrate that they truly understand the products and services that they are selling.
I wish that I could tell you right now that there is a ‘magic formula’ for putting together useful content. Sadly there is not. Creating content that attracts website visitors will require a lot of effort and experimentation on your part. Putting the effort in however is what will generate you money in the long run…and a lot of it too!