Finding the motivation to continually create fresh content for web pages, blog posts, articles, press releases or infographics can be challenging. But there are many reasons to make it a priority. Compelling, optimized content should appeal to search engines and web users alike and our experience shows that regularly creating quality content increases the likelihood of increased traffic and conversions. Here’s how it can benefit you.
1. Content Helps Visibility 
Visibility isn’t just about increasing traffic to your site but communicating your company/product/service/message throughout the Web. A press release distributed months ago using a keyword phrase can bring a prospect to your website much later who may become a buyer. Not bad. Or a blog post could be quoted on someone else’s blog and all of a sudden people are calling you to find out more about your product/service/message. Spreading your message increases your chances of being seen.
2. Increase Incoming Links
An incoming link is when someone else links to your website from their website. It’s one of the elements search engines use to gauge the value of your site and allocate rankings. As part of the equation, the more incoming links you have from quality, relevant websites, the more value your site has in the eyes of Google et al. and the greater possibility of favorable rankings. One way to increase the number of quality links to your website is through unique and compelling content including a timely blog post, newsworthy press release, or infographics that are often shared virally through blogs, Facebook, and Twitter. Make sure your content has appropriate links in the text.
3. Brand Validation
Just as a poorly designed website can negatively affect a buyer’s decision-making process, sloppy content creation and organization can be a major trust turn-off. The more compelling content you have on your site, the more you validate your expertise and authority. Relevant, interesting, and engaging content is an ideal lure, often encouraging visitors to return, engage in the dance, and build a relationship. With the right calls-to-action, you increase the likelihood of conversion. Ka-ching.
4. Optimized Content Gives You Control
Some clients fear that releasing too much content dilutes their message. This fear is unfounded. Social media has changed the landscape with an expectation to engage and participate in the conversation. Not only that, blog posts, press releases, articles, guest blogging, and videos allow you to control the flow of information. You decide what to write, when to write, and how to publish. You just need to be pro-active. Previous restrictions and expenses faced by marketers have been lifted. Why miss this opportunity?
5. Optimized Content Keep You Focused
The discipline of writing weekly blogs, fortnightly press releases and articles keeps you focused on your core business. Are you up-to-date on industry happenings? Do you provide value for your customer? If you’ve got nothing to write about then perhaps you don’t have a clear vision about your company’s purpose. It should be very easy to come up with topical and relevant news for your content. And then make it a habit.
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