Every 21st-century business should have a website and a comprehensive digital marketing strategy to set it apart from the rest of the competition. We live in a digital world, with the bulk of the world’s population browsing the web every day, in search of relevant brands, stories, products, and services. Failing to communicate with your online audience would be a terrible waste of your brand’s potential.
However, the key to long-term success in any industry is not just about being online. It’s really about building an amazing online presence that will propel your brand towards digital superstardom. This may not be an easy task, but with a solid content strategy in hand, you just might have a fighting chance.
5 Ways Amazing Content Boosts Visitor Retention
Content is the lifeblood of your online presentation. It is the one thing that separates your brand from the herd. It is the only thing that can help you establish a rapport with your audience. More importantly, content is the only thing that can help you boost visitor retention and even become the authority in the industry.
Let the written word enchant the reader
First things first, it’s important to understand that content can mean many things, and take many forms. However, written content still reigns supreme in the online world. While we will address other content types later on, right now we should emphasize the importance of storytelling for visitor retention and brand identity.
Why is storytelling so important in the online world, where every brand is trying to optimize its website for better rankings on Google? Because it’s the only thing that can connect you with your audience and potential customers on a truly meaningful level. Yes, every piece of your content should be optimized for top SERP ranking, but that is a single piece of the awareness puzzle.
The other, arguably more important part, is making your content relevant, relatable, and meaningful to a human audience. If you just stuff keywords without creating a compelling story, you can actually deter visitors from your page, as it will fail to offer any true value.
To create amazing content, you want to:
- Create it with SEO in mind;
- Pose a problem and deliver a comprehensive solution;
- Offer more information than your competitors;
- Share it on all relevant social media platforms;
- Create numerous content types for better brand reach;
- Tell an engaging story people can relate to.
Doing this will not only help you rank higher in every search query, but it will also help you reel the reader in with the right values and messages, ultimately converting them into loyal brand followers and devoted customers.
Diversifying content types for better brand awareness
As we’ve already mentioned, content can come in numerous forms. You want to use them to your advantage and extend your brand’s reach to engage with completely different audiences around the world. After all, your website can only boast so much amazing written content before the visitor starts feeling the weight of repetitiveness on their shoulders.
Remember, you want to avoid monotony at all costs, so switching things up regularly would be a sound marketing move. Luckily content ideas are everywhere! Consider introducing the following forms into your content strategy:
- Images (more on their potential later);
- Q&As and other live events;
- Purely audio content.
All of these content types have a high engagement rate, no matter if they communicate with the audience directly or if they simply boast a compelling design and offer truly relevant, meaningful information.
Content dissemination for maximum audience engagement
One of the most important parts of a great content marketing strategy is the ability to share your content across the online world seamlessly and efficiently. Needless to say, the better the content, the higher the chances of it making an impact on the industry.
Achieving this will require you to leverage comprehensive social media analytics to gain relevant industry insights, and craft data-driven content the audience really wants to experience. Remember, knowledge is power. Knowing how your brand is doing in the competitive arena at all times will not only help you adapt your entire strategy, but effectively improve your website content for maximum retention.
There is arguably no better way to gauge the effectiveness of your content than to monitor its performance on social media. After all, disseminating content on relevant social media platforms is one of the best tactics for boosting traffic to your website and improving visitor retention. However, this can only be done with quality, consistency, and with the help of concrete industry insights.
The effect of good imagery on visitor retention
A picture can tell a thousand words, so better make it a good one. Along with written content, images are a powerful marketing tool. Every industry expert should use images to increase brand awareness and recognition, and establish an emotional connection with the visitor. Imagery serves a vital role in complementing your entire content strategy, with compelling visuals that will grab the attention of the observer and keep them from reaching for the back button.
However, using images can be a double-edged sword. If you’re using stock photos, you need to be careful. Oftentimes these types of images cannot portray the true value and worth of your brand, and its unique identity. In fact, choosing stock photos instead of creating your own can impact your brand’s reputation in a very negative way. So, make sure your images are relevant, relatable, and unique in order for your brand’s personality to come to life.
Minimizing your bounce rate with a user-friendly design
Last but not least, it’s important to realize that none of the above will be able to achieve its goal of keeping the visitor on your website if it’s not supported by a user-friendly design. Your website’s content needs to be properly optimized and meticulously crafted for readability and engagement. It should also be surrounded with an overarching design that’s completely optimized for performance. This is why you want to keep your website’s visuals clean, clear, and clutter-free.
In the modern, fast-paced world, websites are having a really tough time keeping their visitors engaged and away from their competitors. However, by creating stellar content on a regular basis and disseminating it across the online realm, you can stay one step ahead of the game and boost visitor retention for long-term success and recognition in the industry.
This is a guest post from David Webb, a Sydney-based business consultant, marketing analyst and a writer. With a decade of experience in a business sphere and a degree in business management, he continuously informs the public about the latest trends in the industry. He is a Senior Editor at BizzmarkBlog. You can reach him on Twitter or Facebook.”