When it comes to the content in your ads and on your website, you depend on click-worthy content to ensure the viability of your web-based marketing approach. Those viewing your ads or visiting your website are not convinced enough to click through and learn more about what your company is all about, then you are not likely to maintain enough of an authority status to compel users to buy what you are selling. Fortunately, there are a number of things you can do to make your web content more appealing to online traffic and compel people to click through.
A Little Mystery Goes a Long Way
When designing catchy web content such as ads, you do not always want to spill the whole can of beans up front. People are intrigued by a sense of mystery, especially if that mystery involves something they would like to know more about. In order to use mysterious advertising to lead a customer effectively, let your ad give the reader only a small taste of some kind of valued information but require the user to click through to get the rest of the story.
To work this right, you have to have genuine, valuable content to offer. It has to be something the average person needs to know but is information that is difficult to find. When web traffic is convinced that clicking through your link will lead them to the holy grail of information they desperately seek, then you know you have something of real value to hook and lead web traffic and ensure increased consumer interest in your company. At the end of articles, videos, and podcasts, you can even leave them hanging and wanting more by telling a reader to tune in next week for even more secrets on how to do something. By doing this, you are enticing your audience to want to know more and drawing in future clicks.
Authoritative Content Keeps Them Coming Back for More
When it comes to attracting visitors to your site, simply put, content is king. Your website must be a hub of high-quality articles, slideshows, videos, and podcasts. This is critical to ensuring that customers will return time and time again because they see you as their trusted source for quality information. The more your site stands out as an authoritative site to web traffic, the happier people will be to click through search links to get to your site. This is because they know that web content associated with your brand is head and shoulders above the rest. If you do not give this kind of impression to web traffic, then they will not hesitate to look elsewhere for a company that will provide that level of authority content.
How to Ensure Your Content Is Quality
It is one thing to talk about developing quality content that compels web traffic to click through to your site from ads and search engines. It is another thing to actually develop this kind of content. Originality is a key sign that your company is offering authoritative content that stands out from the rest. When you speak about aspects of a topic your competitors are not talking about, you are adding a whole new dimension of authority to your site’s information. This means you will need to have a keen awareness of your competitors and be avid readers of their content to know how to offer more on a subject than they do. Afterward, you can develop articles, videos, and other informational content that is more comprehensive than your competitors’ material. This demonstrates that you have the expertise to introduce readers to subject matter they may have never thought about before.
Remember to Optimize
While this isn’t a content marketing tip, per say, it is a an important consideration for anyone who has a website with content on it. It’s going to be critical that you have an optimized website. Say you have a few customers who are interested in reading an article they’ve come across on your website, you’re confident that the content is great and that they might take a look at your business’s product later on. But you didn’t foresee that they can’t really access the article on their phone, or that it isn’t all too legible on there. This is an even larger problem if they’re directly trying to do product or service research. An unfriendly mobile site can very well put off customers. According to Podium, about 80% of local searches end in an offline sale, so you might be losing a percentage of customers who can’t finish a sale on their phone due to your website. Content is king, but your website responsiveness is just as critical.
As websites compete for more web traffic, it becomes evident that quality content will remain the focus of those companies that pull ahead of the pack. Getting people to click through and revisit your website multiple times will require a commitment to providing content that consumers believe is essential to their purchasing decisions. Click-worthy content boils down to presenting web traffic with content that convinces people that you are an authority with something genuinely meaningful to say to them in your company’s area of expertise.
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