Branding Your Website: Why Content Is Still King.

Developing a brand for your website or business is one of the most essential goals you can develop in promoting growth and improving customer adoption. While targeted paid advertising can increase traffic to your website and promote new leads, it is often budget restrictive to your bottom line. If you are struggling with affording high-ticket advertising campaigns, then exploring organic content marketing is for you.

Some stats worth considering.

According to searchenginejournal.com, 91% of marketing professionals achieved success with content marketing, while only 40% of those individuals claimed to have a strategy.  In addition, half of those surveyed admitted to outsourcing content writing to a third party. Interestingly enough, 83% of marketers determined that when writing, less is more, and crafting less content at a higher quality is more effective. Analyzing the data, it’s obvious that content marketing is a valuable, successful platform for promoting a business.

Ideas vs. Goals.

Intelligent business owners know a few things. They understand what their product or services do, and they understand their target audience, aka, customers. But where many owners fall short, is developing a goal or strategy for online lead generation.  Having a clear goal and strategy behind content generation is a step in the right direction. Couple that with a target audience, and now you have a lead-generating website.

When it comes to content, a lot of marketing firms feel that more is better, and having content pushed out through a website or social media will attract customers. To them, content is more about vanity than lead conversion.

Content makes businesses look “important” online.

But appearances aren’t everything, and the truth is, if marketing dollars are being poured into content, it better pay off.

Writing just to write.

Writing for the sake of writing is a waste of time and money. There is a reason that enterprise companies are promoting specific content and have thousands of writers developing copy. It’s not an accident. They understand their target audience, they develop a strategy, and they get the leads.

And while it doesn’t take a million-dollar marketing budget to generate effective copy, it does take planning and hard work. Writing is challenging, it is time-consuming, and it often relies on quality writers that can produce well-written content under strict budgets with an effective strategy.  

Investing in AI Assisting Writing.

Over the last six months, marketing firms and digital media companies have been experimenting with Artificial Intelligence-Assisted Writing Software.  AI tools are beginning to change the way marketing firms interact with content generation. Thes products are a powerful tool for marketing firms. The problem is that business owners are being misled about their capabilities.

The fact is, while AI software can assist in the writing process, we are far from giving robots a full-time job. Because AI chatbots rely on previously written content, there is no accountability when it comes to proofreading, fact-checking, source-checking, and tailoring the writing to your marketing strategy.

In addition, written copy represents your business, it can have an impact. And plagiarism exists beyond a high school term paper. The legal ramifications of sourcing AI content without vetting can lead to copywriting impediments. Once the content is written and posted publicly, it represents your business. Redacting content can come with consequences.

Despite these concerns, AI will remain an integral part of the planning, strategy, and writing process. But it’s important to partner with a firm that has a handle on AI and can advise your business accordingly.

Find your strategy.

Finding a strategy can take time and precision, and working with professional writers and marketers can give you the fuel you need to generate great leads. Having a website that is responsive and adaptive is another leg up in your business that can propel your services or products.

Find the “right writers,” form a strategy, and make your money grow.