Why Content Still Matters--plus 4 Tips for Adding Value to Your Website

In the summer of 1991, a British physicist named Tim Berners-Lee published the world’s first website.

It wasn't flashy. 

It didn't have graphics, or video, or sales copy.  

In fact, that first website was pure content. It told visitors how to use a browser, how to set up a web server, and how to get started on their own websites. 

More than 1.5 billion published websites later, it's not hard to see why Sir Berners-Lee's first website was effective:

1. Humans were ready for a global computer network.
2. His website provided an effective set of "how to" instructions, and
3. He and his employer (CERN) made the technologies available to the public royalty free.

The right message at the right time--and the world wide web was born!

But now, with all of the changes that have accompanied the growth of the web as a sales marketing tool--and with all of the competition that's out there--it's fair to ask:

Is content still relevant today? 

And, if so, what exactly do we mean by content? 

How do we define it? Who should it target? And how do we add more?

Those are the topics for today's article.

We'll start by defining content, move to answering whether it is still important in today's business climate, and finally consider 4 tips for adding value to your website. 

An Audience-Focused Definition for Content

Avanish Kaushik, an author and self-described "Marketing Evangelist," provides a simple definition. He says, "Content is anything that adds value to the reader's life.

This outward focus on audience is nothing new in sales. It is, after all, an underlying premise to any successful marketing campaign. 

But how does providing audience-focused content add "value" to a website?  

The Role of Content in Today's Web Marketing

The answer starts with the assumption that we want a relationship with our audience. 

After all, not every visitor to a website is going to be ready to buy right away--no matter how impressive the products or services.

Today's buyer is more thoughtful, and finicky, than ever.

According to Brian Clark, an author at Copyblogger, “These days, people want to learn before they buy, be educated instead of pitched.”  

Research from the Content Marketing Institute (CMI) supports that claim. CMI found that the average website visitor reads 3-5 pieces of content before they talk to a salesperson. 

So, by focusing on audience, and by having an outward mindset, your content will help you make a good first impression. It also separates your business from all the others vying for their attention.

Doug Kessler, Creative Director and Co-Founder of Velocity, explains the difference good content can provide: "Traditional marketing talks at people. Content marketing talks with them."

And because you are willing to give visitors so much (free of charge) you're positioning your business as being approachable and reliable. You're not just out to make a buck. You actually care.

Robert Rose, Chief Strategy Officer for CMI, explains, "Traditional marketing and advertising is telling the world you're a rock star. Content Marketing is showing the world that you are one."

Good website content is versatile, helpful, and authentic. It consistently attracts new visitors, nurtures relationships and generates leads. By forging an ongoing relationship with prospects, content helps you stay "top of mind." 

And when they're ready to buy, good content helps you close sales.

So, with all of this in mind, how do we add more value boosting content to your website?

Here are 4 quick tips:

1.Create a Blog

A blog (shorthand for web log) provides a series of entries (or posts) written to inform or entertain.

By providing valuable information in a conversational format, Blogs have become extremely popular. According to the Content Marketing Institute, nearly 80 percent of B2B websites use blogs.

2.Tell them a Success Story (Case Study)

Case studies are fun-to-read success stories. 

They tell how a customer (who bears an uncanny resemblance to your prospect) solved a problem, satisfied a need, or met a goal by using one of your products or services.

According to the Content Marketing Institute, more than 80 percent of B2B websites use case studies.

3.Stay in Touch With an E-Newsletter

E-Newsletters are similar to blogs, only in this format, your customer signs up (by providing his email address) to receive regular e-newsletters that will be sent directly to his email box. 

A successful e-newsletter provides value by staying on topic, by being delivered on a regular schedule, and by using a consistent tone and structure.  It gives you a chance to pop up in your prospects in-box on a regular basis, and helps you stay “top of mind” when they could use your products or services.

4.Establish Your Authority (White Paper) 

Most large businesses establish themselves as industry leaders by publishing white papers.

Even if they are titled something different, such as an “Executive Briefing” or a “Special Report,” a white paper is essentially a longer article that is written for the thinking professional. They are usually between 5-10 pages and may be detailed and technical.

A white paper is a substantial piece of work. As such, it is a perfect offering for lead-generating promotions such as banners, email, postcards and phone scripts. 

Conclusion

Today we defined content as being something that adds value to your readers life. We established that audience-focused content is valuable for building a relationship with your prospects. And we revealed how blogs, case studies, e-letters and white papers can help you attract visitors, generate leads, nurture prospects and convert sales.

With all of these benefits, is it any wonder that businesses are hungry for more content?

That's all for today. 

Keith

If you are thinking of adding content to your website, I may be of service. Check out my site at Apex Coaching Solutions.

Sources:

https://www.internetlivestats.com/total-number-of-websites/

https://en.wikipedia.org/wiki/Tim_Berners-Lee

https://www.hidglobal.com/doclib/files/resource_files/hid-si-best-practice-smart-card

https://www.roberthperry.com/uploads/2017WhitePaper.pdf

https://www.advancedwebranking.com/blog/inspirational-content-marketing-quotes/

"Traditional marketing and advertising is telling the world you're a rock star. Content Marketing is showing the world that you are one." -- Robert Rose

“These days, people want to learn before they buy, be educated instead of pitched.” --Brian Clark

"Traditional marketing talks at people. Content marketing talks with them."

--Doug Kessler,