A good SEO and Internet marketer knows that high-quality content is the cornerstone of an effective inbound marketing campaign. Since your goal is to attract potential customers for your clients, the content you use for inbound marketing must be of high-quality, as well.
In this article, we discuss the value of high-quality content in inbound marketing, how quality content increases leads, and various ways to create exceptional content that turns leads into customers.
The Role of Quality Content in Inbound Marketing
Inbound marketing is all about providing engaging, informative, and remarkable content to your users. That means creating quality content for each one of the four stages of inbound marketing:
- Attract – Creating, promoting, and optimising quality content play a crucial role in the Attract stage as it’s meant to bring more visitors to your website.
- Convert – If visitors have reached the Convert stage, it means the content you produced in the Attract stage was interesting and trustworthy enough for them to check out your site. In other words, you can now use quality content to increase leads.
- Close – After you’ve used quality content to increase leads in the Convert stage, it’s now time to turn those leads into customers in the form of emails. While some people think email marketing is dead or no longer effective, recent statistics prove them wrong. According to data from Content Marketing Institute, 87% of marketers say email is their top free organic distribution channel and 90% say email engagement is the top metric they measure to track content performance.
- Delight – If you’ve reached the Delight stage, it means you’ve made your sale. Great! However, it’s not the finish line yet. You now need to focus on building customer loyalty to guarantee future sales and increase the chances of customers turning into brand ambassadors. Once more, quality content plays a vital role in this stage, as only quality content can ensure customer engagement.
In order to reach the Delight stage, you’ll need an effective content marketing strategy that will capture the attention of your target market so you can grow your audience, spread brand awareness, generate new leads, and improve brand perception on a larger scale. You’ll only be able to actually do all those with the help of quality content.
We have great news for you. As a full-service SEO reseller company, SEO Services Australia has talented content writers and a team of equally creative individuals who can cook up content marketing materials that will benefit your client. We can also supervise the entire marketing campaign so that you can focus on keeping your client happy and satisfied.
Using Quality Content to Increase Leads and Improve Inbound Marketing
At SEO Services Australia, these are the rules that we adhere to when creating content for any, not just inbound, marketing endeavour. Take a look at some tips from our experts.
Determine Your Inbound Marketing Goals
An effective inbound marketing strategy requires clearly defined marketing goals. To help you identify and define these goals, ask yourself the following questions:
- Who is your target audience?
- What do you want your audience to get from your content?
- Why are you creating it?
- Where will it be published?
- When should it be published?
Pay special attention to the “who.” Understanding your audience’s demographics, needs, and preferences will go a long way. For instance, a landing page catering to single, female millennials should look and feel different from a page targeted to working moms, even if they’re about the same topic. After all, engagement is an important factor in achieving marketing goals. You want customers to interact with your content and share it with the wider public. They will only do so if a piece of content manages to inspire, delight, or engage them to the point that they want to share it with others.
Write for Each Stage of the Buyer’s Journey
This is in continuation with the first tip above. In writing content, good grammar and no spelling or punctuation errors are a given. We’ll do you one better, though, by understanding what your target market wants to read about. They each have goals and questions they want to be answered, after all. What we do is produce content based on what they want and need.
In order to leverage quality content to increase leads, start the process of your content creation by formulating the purpose of your writing, specifically by figuring out the ways it can help your target customers in each stage of the buyer’s journey.
The secret is to create various pieces of content that solve specific pain points in each stage. It’s also good to identify and understand which content format performs better in each stage of the journey. For instance, E-books tend to work well in the awareness stage while podcasts perform better in the consideration stage. Testimonials and case studies, on the other hand, are best reserved for the buyer’s decision stage.
Once you’ve mapped out your inbound marketing content strategy and have a better grasp of what you want to write and why you’re writing it, you can start creating your pieces of content. Remember to keep it short, information-rich, and educational, never promotional.
Aim for novelty and be thorough
As you conduct research to write quality content that increases leads, you’ll likely notice how saturated the competition is. After all, the world wide web is brimming with all kinds of content, so it’s no surprise that your chosen topic has been tackled from various viewpoints and written about time and time again.
To make your content stand out and stick to the minds of users, find a unique angle to approach it from.
For example, you could:
- Spin the typical “how to” guide by doing a “how NOT to” guide.
- Share a controversial opinion (backed by concrete data and information) or a personal experience that will resonate with the audience.
- Conduct a case study to share some new insight or uncover old trends that may be relevant again.
- Use Brian Dean’s skyscraper technique that took the SEO world by storm.
Alternatively, consider narrowing your topic. The broader the subject matter, the harder it is to think up of a unique perspective. Niche fields leave more room for novelty as they’re less saturated.
However, regardless of how niche your topic is, don’t forget to be thorough and give some thought to the level of depth you want to achieve in your content. While short-form content does have its merits, research shows that longer content outperforms short blog posts when it comes to social shares. Google also prefers long-form content as it assumes that longer posts have more valuable and informative quality content.
With that in mind, scope out your competition’s work and look for any major holes. Conduct some market research and figure out where you can beat or outperform them.
Cut the Clutter
Writing quality content that increases leads requires writing clearly and concisely. Forget about long-winded narrative writing — quality online content should be as succinct as it is engaging.
If a word, a phrase, or a sentence doesn’t contribute meaningfully to your work, remove it. Avoid fluff at all costs, even if you’re trying to reach a specific word count. You’ll lose the interest of readers with sentences that are longer than they need to be. If you’re stuck, conduct some more research so you can add additional information that provides value to readers.
On a related note, use industry-specific jargon sparingly and as wisely as possible. Some content marketing experts recommend avoiding its usage altogether, as it may confuse or even frustrate readers and decrease your potential visitor pool. However, there’s a valid reason to use it wisely — particularly in establishing your authority, credibility, and familiarity with a topic. Just make sure that if you’re using industry-specific jargon, you’re also explaining their definitions in a way that’s easier to understand.
When writing for broader audiences, stick to simple vocabulary that’s easy to read and digest. It’s not about dumbing the topic down for your audience, but making sure you get your point across instead of sounding like a college textbook.
Give Real Value
Finally, choosing SEOServices.com.au as your go-to content marketing team ensures that your client gets excellent value. The blogs our writers produce don’t just read well; they also contain relevant facts and information that your client’s prospective customers will find useful.
By providing real value, we can create a positive impression on your client’s audiences, which could later influence their decision to buy a product or service from you.
In a world chock full of content, standing out and staying top of mind requires creating high-quality content. It’s an important part of any inbound marketing strategy. Trust that SEOServices.com.au will diligently monitor the performance of each piece of content. We will constantly work to improve the quality of our work so that your client will reap measurable ROI (specifically, higher sales).
To learn more about our marketing services, contact us today.