Remember the old days of communicating with customers when you were forced to rely on broadcasting your message to the masses, whether via TV or radio advertising, print ads or billboards? You put your message out there and calculated that some small percentage of people who saw it would have a favorable reaction and buy your product or service.
These days, of course, we’ve gone a complete 180 and instead can hyper-target who sees and responds to your message. There are incredible tools available to marketers now, in 2017, but what’s more relevant today than ever before is the need to produce quality content. And quality is the key word. Your content needs to be something that your current and future customers will find interesting, relevant and engaging.
Many marketers find that producing such content is time-consuming and challenging. But at the end of the day it is completely worth the investment, and the proof of that is in the numbers. I recently saw a statistic that showed that companies that publish a blog post 16 or more times per month increase their web traffic by three and a half times over companies that publish 4 or fewer posts per month. That is a significant number because of course, every time someone comes to your website it is an opportunity for them to engage with your brand or to purchase your product or service.
When you begin to consistently put out content that people care about you establish yourself as an expert, and you become a trusted source of information. In addition, when your content is interesting and valuable it is shared by your followers and you suddenly find yourself in front of a new audience that you may have not initially been aware of or had access to.
Written content is powerful, but video content can help you take your customer engagement to a whole new level. Consider these statistics. Social video generates 1200% more shares than text and images combined. Brightcove reports that video drives a 157% increase in organic traffic from search engines, while MarketingLand says that 62% of Google searches include video. And, of course YouTube is the world’s second largest search engine and videos that are hosted there and link to your website can help your Google rankings. “How-to” searches on YouTube have been consistently growing at approximately 70% per year, and this trend is projected to continue.
It’s our belief that written content and video are both important to your customer engagement and your SEO. But be aware that both your written and video content must be high quality or it will be a turn-off for your audience. Brightcove, in one of their studies, reminds us that poor quality video will actually give people a negative perception of your brand.
Need help with your content creation? At White Knight we offer both Video Crisps and our total content solution: Content and Crisps. To find out more about our programs, schedule a time for a discovery session.