Content is the king

In the brick and mortar world, businesses vie for a coveted spot — the end of the aisle or end cap. On the Internet, the end cap is a top position on search engine results pages and, as every webmaster knows, that is not easy. Effective content marketing strategy is one thing can help businesses get their products seen by traditional search engines and comparison shopping websites. Nicely written, compelling, keyword-rich and dynamic content is the quickest, least expensive and easiest way of building online business.

Information technology and eCommerce have become inextricably interwoven. With the Internet now becoming ever more widely available as a big marketplace, it has become one of the main sources of information and communication for millions of people all around the world. The more content draws online population to business, the more people will want to be involved. Content attracts and holds the attention of readers and makes them want to stay on the website for longer duration. Businesses have to make sure that they have a consistent and unrelenting content marketing strategy giving informed users with Internet access something original and useful to learn before buying.

Given the choices available, consumers’ behavior has changed dramatically. Buyers are now more knowledgeable about what they want to buy and from where. They make up their own minds based on their own information gathering. Therefore, buyers look for content that makes them smarter and more informed. That is why businesses need effective content marketing strategy in place. Simply put, developing, acquiring, copyediting, designing, posting, marketing and distributing dynamic content for a public audience using web pages, email, RSS, PDFs, podcasts or any other digital format have a huge impact on any business online and businesses need to approach the marketing game with a brand new frame of mind to master the fine art of creating fine content.

What makes execution of any content marketing strategy difficult is the fact that users rarely read Web pages word by word; instead, they only scan pages, picking out individual words and sentences. Studies show that internet users do not spend much time on individual web pages, preferring to get to their desired destination as quickly and easily as possible. Consumers’ behavior research says that on the average 79 percent of the users only scan any web page they came across; only 16 percent read word-by-word. This gives businesses only limited amount of time to grab users’ attention. It is in that little time that businesses can quickly get the attention and pitch their message. If the content is vague or confusing in any way, users can quickly go elsewhere with a simple click of the mouse. If anyone wishes to communicate effectively with people via the Internet a great Content marketing strategy is a must.

Content marketing strategy is not merely about mixing words with keywords. If that was the case, computer programmers could have created software to generate jammed paragraphs and long sentences with required keywords. Best is to create content that is search engine friendly and at the same time interesting for customers who are human being willing to spend money to buy product or a service online.

For search engines ‘content is the king. This line has become monotonous, but most Internet marketing professionals agree that it is true. Search engine indexed content is the only thing that attracts search crawlers, which as a result bring them up on results pages for readers to see and make informed buying decision. Search engines index content based on the keyword density, the positioning of keywords, and other more technical aspects. Original content written in clear, concise and grammatically correct language have more chances to be indexed by search engines and can seen on visible search results. For customers (who are human beings) content should be fun, exciting and informative. Customers read (or scan) contents to know more about anything they would like to buy or use in any way. For web content writers today sitting on desk and “grinding it out” is just not enough. Businesses need to research, dig up everything relating their industry and products, also ask customers what they want to know before they share with their target audiences. Effective content marketing strategy should be able to cater to both these equally important needs.

There are different approaches like eBooks, blog articles, podcasts, videos, social media updates and more that businesses use these days. Have dynamic content on your website that is most likely to entice and excite readers and give them a reason to return over and over again. The more strongly any content marketing strategy touches the visitors, the more inclined they will be to continue to visit back.

In the face of eCommerce grabbing more market share every year; most businesses clearly recognize the importance of content when it comes to online presence in business. Browse some and one can locate well written eCommerce sites with excellent content and also marketed effectively taking advantage in more than one ways.

The Internet contains a wealth of information, and because much of it is neither useful nor relevant, it is easy to get lost on the information superhighway. This is why it is important for organisations to have a descriptive and reflective website content with rich information about product and service targeted to sell, makes way towards success – the end cap. All of online marketing efforts will amount to nothing if a concern does not have an incredible content strategy that will attract online users into reading what they have to say. Original and researched content will eventually results in people buying what businesses are selling.

Content counts, Vehicle for successful eCommerce business appeared in Profit, Pakistan Today

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