In 1996 somebody said, “content is the king!”
That somebody was Bill Gates, the richest man on the planet.

Over the last 14 years, we have built 100s of websites for different types of businesses from diverse industries. And in most projects, we had to educate our customers about the importance of having good content in the website. Having a content-rich website is not an option today, it is mandatory for any business. Because, good website content can help your business in three ways. Let us take a look at them.

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1. Good content drives Search Ranking (SEO)

The core of SEO is about developing good and useful content for your target users. If your content can answer the questions of your users, help them to solve their problems, or educate them, the ranking of your website in search results can go up. Using different types of content for different topics will be more effective. For example, if you want to show “how to operate or do something”, a short video demonstrating the same will be very useful for the user. Or if you want to list some strengths of your product or service, a “list” type content will be very effective. Choose the type of content that can “explain” the targeted topic in the most effective way, and build that content. If your content is useful and engaging, users who find the page from search will spend more time on it, and hence the value of that page will be higher.

Research on what your target users are searching for in Google related to your product. And identify the relevant keywords or phrases for your product that have low or medium competition or difficulty. Then create good quality content to address those search phrases.

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2. Educates & Persuades Users

Good content must educate the users about the product or offering, and persuade them towards taking a positive action.
The content on your website must be clear enough to help the user take an informed decision. Most websites have descriptive content about products or services, which can be very boring to read. What you need is “persuasive content writing”. The intention of persuasive writing is to convince readers to believe in an opinion and to take an action. If you are not familiar with this style of writing, it is better to hire a professional writer or agency to create your content.

3. Attracts Potential Customers & Create Interests

Potential customers can be attracted with good content, through social media, emailing or search engines. Create content around your product or service, that helps users to solve their problem or learn something. Try different types of content that fit your product and its targeted users. Do not always just depend on paragraphs of text. Use clear and attractive visuals – photographs, infographics, illustrations and diagrams – to present your content. Use a short video, instead of trying to explain a long and complicated process in a 1000 word content.

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Summary

Good quality content for your website will be a wise decision. On short-term as well as long term, good content will drive your user engagement and conversions on the website

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    Published by Rajesh Joseph

    Rajesh Joseph is an entrepreneur, digital & creative media consultant with 2 decades of experience. As the co-founder of MediaJenie, he is involved in strategy, media-solutions, and digital transformation of various clients we work with.

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