Why is Web Content So Important?

By Patrice Meadows — Wednesday, December 27th, 2017 at 11:00am

Banner cover image for Cascade CMS blog discussing the importance of web content

Websites are critical marketing tools that introduce you and your organization to the world. The content you choose to represent your brand can mean the difference between enticing prospects to learn more, and driving them towards the competition; this the value of carefully (and well-distributed) web content.

What Counts As Content?

Basically, everything on your site is content; from the choices presented on navigation menus to the fine print that skates along the bottom of each page. Almost everything Online communicates something about your brand. Creating the right mix of sights, sounds, and activities will not only go a long way to help illustrate the value of your offering delivers, but it could also help drive new traffic to your site via SEO.  

Sights

  • Blog posts
  • Pictures
  • Videos
  • Infographics
  • Animation

Sounds

  • Recordings
  • Podcasts
  • Music

Activities

  • Quizzes
  • Games
  • Virtual tours

What Makes Content Good?

Creating content that speaks to the interests and needs of your audience supports user engagement, drives referrals, and increases web traffic. Offering visitors quality information that improves their lives is a great way to start improving your web content.

Many sites offer how-to guides, checklists, and explanatory materials to help users complete specific tasks while other create quick, 1-2 minute videos that summarize complex topics for busy prospects. No matter what you choose, be sure that it prioritizes creating value over pitching your product.

How Is Quality Content Helpful?

On top of driving relevant traffic to your site, quality content helps businesses attract and retain customers. Existing clients will appreciate receiving useful information after the purchase cycle. While your sales team will appreciate having more, value-based material to share with prospects.

How does web content help your team drive conversions? Share your strategies for success below or tweet us @hannonhill. You can also join our webinar, Winning in the Experience Economy to learn new ways to use content to create personalized connections with customers. 

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