Funny thing: For all of the online proclamations of “Content is King,” you would think that most business owners with enough savvy to have a website would have caught on by now. But that’s sadly not the case. Many businesses still don’t have a blog, and if they do, it’s usually a non-updated, abandoned piece of web space that’s drier than the Sahara. And even if the blog is updated on a regular basis, the posts are usually fluffed-up, canned articles that accomplish close to nothing. The average small business blog suffers from more neglect than an abandoned, haunted house.
Why Content Matters
When someone first visits your site, they are impressed upon two things:
- The design of the website
- The content of the website
The first one is self-explanatory. If you have a design that looks like it was yanked right out of 1998 then your visitors will be repulsed. A clean, modern design will help pique their interest in your site. And if the design has them interested, then your content must maintain and strengthen that interest. Content is what keeps your visitors on your site, and it is what compels them to keep coming back. This is very powerful. Whether your content is good or bad can be the deal-breaker in converting a visitor of your website into a long-lasting customer.
Why eCommerce and Good Content Go Hand in Hand
For the rest of this post, we’re going to look at how having a blog for your ecommerce site is a powerful ingredient to maximizing sales. The overall goal of an ecommerce site is to sell products. Getting visitors to your site, having a nice design, good pricing strategies, and the quality of the product itself will help you to accomplish this.
Now, the overall goal of a your blog is to build credibility. The objective is not to make the reader laugh. It is not for show. It is not there to elicit an emotional reaction. If you can entertain the reader, fine, but that is neither here nor there. Your goal is to build a sturdy perception of power and authority. You need to develop trust. One of the most potent ways to persuade your readers to open their wallets and to be a long-lasting supporter of your business is to cultivate trust. If they know your product is capable, and they know that you are trustworthy, the largest barrier, which is fear, will be removed. Enabling trust is what will extinguish the doubt (fear) they have in your company.
How to Create Good Content
Creating a good content is all about balance. The tone of the website will help to achieve that balance. Here are few good tips on how to develop and master the tone of your website:
Know who your audience is. You need to start determining the demographics. Figure out the type of person who frequently visits your site. Whether it’s a middle-aged mother, undergrad college student, an elderly person, or a young professional (these are just examples), tailor the thematic content of your blog with them in mind.
Once you know who is visiting your site, research their wants and needs. Why is that person visiting your site? If your site is ecommerce, what is that visitor looking to buy? Why is he looking to buy it? What product sells the most on your site? After answering those questions, start writing relevant blog posts that deal with their wants and needs.
How you write your posts is important. This is where balance is paramount. As a general rule, keep your sentences short, unless it’s necessary to stretch them out. You’re not trying to impress your readers with your writing talents. Craft the prose so a 5th grader could read it. But don’t write like a 5th grader.
With those tips in mind, let’s talk about a few final things. You want viral content. That means that you want your content shared across multiple social media platforms. This will also generate new leads because your viral content acts as a siphon for new visitors to your website. Now, crafting viral content is all about value. Not much value can be extracted from a fluffy 200 word blog post. When you write (or have others write for you), you need your knowledge to be robust and unequivocal. Giving valuable information that helps the reader is how you become an authority in your niche, and it is more likely for the content to go viral. Give valuable tips, don’t be dull, have meat in your posts.
Don’t be the average business owner whose website is among the walking dead. You can bring your site to life by incorporating a solid blogging strategy.