The importance of content for your website

The importance of content for your website

In this day & age, it is a commonly accepted fact that content is key. Whether you are making a website or selling a product, good content is essential to generating interest and creating income.  While creating content, one needs to keep in mind certain essential factors: well lit & clear images that are attractive for people to look at, well- written and keyword dense copy, and thoughtfully crafted videos and gifs.

Clear & Well Written Copy

Whether you are listing a product on an e-commerce site or trying to educate people on your brand, having keyword and SEO dense website content makes a huge difference.

Actionable marketer Heidi Cohen describes content as:

“High quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.”

When restricted to pure text, it is important to ensure your website content tells a story and draws the reader in, while still making use of the appropriate keywords and thereby ensuring your site or text shows up in early listings on search engines. Content is ranked by their order of usefulness and relevancy to the user performing the search on a search engine so it is crucial to make sure you use the right words. You also have to be careful and optimize your content. Optimizing content during creation is done by ensuring that your content is audience-centric and makes use of relevant keywords. For instance, if you are writing about shoes, ensuring you use the words ‘shoes,’ ‘shoes for women,’ ‘strappy shoes,’ and the like will make it more likely that your content is found when someone is searching for shoes. It is always better to work from an audience-centric angle, instead of creating content then looking for people to consume the same.



Before writing content for your product, ensure you do the proper due diligence and research popular keywords around your product and topic and pepper them into your writing. Keep your writing engaging and conversational, as this helps draw more readers in. Keep in mind that just randomly writing keywords will not work, select a few and really weave them into the content you are trying to sell the audience on.


Video & GIFS

In today’s day and age, people have limited attention spans. Often times, copy just doesn’t cut it. Nowadays, a well-made video, a gif (moveable image) or even a viral video, shot on a cellphone have capabilities to outsell any thoughtfully crafted communications one may devise. A great product video is one that isn’t on the nose, rather where the product is incorporated in the video without it being the main focus.  If you think videos are not useful enough, here are some statistics that show just how essential they are:

  1. By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends)
  2. Facebook generates 8 billion video views on average per day (Source: Social Media Today)
  3. YouTube reports mobile video consumption rises 100% every year (Source: Hubspot)
  4. 55% of people watch videos online every day (Source: Digital Information World)
  5. 92% of mobile video consumers share videos with others (Source: RendrFx)

Videos have a compelling way of creating engagement, yielding results like click-throughs, shares, lead generation, and sales. It is indeed one of the best tactics to bring more exposure to your brand while helping you achieve your bottom-line.

The message is clear: if you truly want to sell a product or create awareness, content is key. Ensure you do your research and create the right sort of content for your website, and watch the results!

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