Why Is Great Content So Important For Online Organisations?

customer notice (Photo credit: Sean MacEntee)

There are very few people who, before buying something, don’t head online first.  They may not have the intention of handing their money over online, but the vast majority of us will at least do some research on the internet beforehand.

A fantastic opportunity for businesses, no matter whether the customer had the intention of buying online or not, they could be persuaded to do so if the right techniques, tools and approaches are used, as it’s all about having the most effective sales process possible in place.

The problem is, unlike in an offline situation (such as if someone was window shopping), you don’t have staff who can engage in conversation with potential customers.  They don’t have to sell, but simply by being friendly and interacting, the customer will become much more likely to purchase from the brand.

Without this option online, you have to rely on the resources you do have – and this is where the importance of great quality content comes into play.

In many ways, the words you publish online – not just on your website, but on every possible resource, such as a standalone blog or social media – are what’s going to help convert visitors into customers.  It’s because of this why you need to feel certain that your content is of the highest standard possible.

Something that’s difficult to do unless you’re an experienced writer, it’s usually the best option to hire a professional to do it for you (whether that’s an individual freelance writer or a web design agency with in-house writers).

Although this will obviously be an added expense, we’re not just advising this because it’s the easiest choice – the simple fact is, unless you feel completely confident in your writing skills, there’s every possibility you could do more harm than good.

Your content needs to reach out to your target audience, engaging and interacting with them.  It needs to provide as much information as is necessary to convert the person from a visitor to a customer, but it shouldn’t follow any type of hard sell route.

What’s more, with the right approach, it can also impact on things such as search engine optimisation (SEO).  But, itself being a specialist area and something that you could so easily negatively impact on if you get the content wrong, a writer who truly knows what they’re doing will not only be able to ensure your content is fantastic for things such as brand reputation and awareness, but for SEO, too.

Images and videos are always going to be useful for organisations online, but you can’t get past the fact their key benefit is their ability to attract and entice people in – it’s the content that’s going to convert people from visitors to customers, not the visuals.

Great content has always been important in business, but it only becomes more so when you have to rely on it to do everything from engage to sell.

And the truth is, to ensure the content does just what it needs to do perfectly, you have to feel completely confident that every single word is of the highest standard it can possibly be.