For retailers and their marketing agencies, having an effective digital marketing strategy starts with the content you produce. While this may seem pretty obvious, many are stuck on where to begin when crafting quality content.
Quality content is the sharing of products, information, or services that are valuable to a targeted audience. In turn, this can increase website traffic and allow retailers to remain high on the search engine results page (SERP). In this blog, Virtucom Group discusses what quality content in inbound marketing is, as well as how retailers can use it to enhance their online conversion rate.
Determining Quality Content
Retailers should strive to publish any information that relates to and engages their target audience. To decide what counts as quality content, Virtucom Group helps our clients by analyzing what customers value and what they look for in products or services. Providing helpful information to customers can make you a trusted resource, so even if customers do not purchase your product or service, they can still rely on you to learn about your industry. This may incline customers to use your product or service in the future – and it can rank you higher in the SERP.
The goal of producing quality content involves gaining the trust and loyalty of customers. When customers shop around for products or services, they typically look for specific information that can help them make an informed purchasing decision. Customers want to feel like they can trust retailers, and that starts with quality content.
Creating an Effective Content Strategy
The first step is to look at the concerns and questions of your customers. By looking at their reviews, emails, and comments, you can form content based on your audience’s requirements. Not only will this work to gain customer loyalty, but it can also make you a trusted source of information. Considering the needs of your customers can also play a role in deciding how to structure the tone of your content and present polished brand language. This enables online shoppers to further think about how your offerings fit in with their needs.
Before creating content, here are a few things retailers should consider:
- Keep content easy to navigate and understand: It can be easy to use language that individuals in your field understand. However, this leaves many customers confused as to what your company is trying to convey. To avoid this, you should keep your content simple and to the point while still using techniques to keep your audience engaged
- Provide accurate and unique information: Customers want as much information as possible to make an informed purchasing decision. That’s why your content must be not only accurate but also plentiful and unique. Unduplicated content will reduce competition amongst other retailers, and it can also put you higher on the SERP.
- Keep up with changing customer needs: As times change, customers will also change. This means that retailers need to remain informed and up-to-date on their customers and requirements. Whether there are new rules or trends, retailers must stay current to remain relevant against competitors.
- Search engine optimization (SEO): SEO is the process of adding keywords to your content, as well as implementing other tactics, to help your site rank higher in the SERP.
Quality Content by Virtucom Group
Retailers and their marketing agencies may not always have the time and resources to enhance their online presence in-house. Luckily, Virtucom Group has the tools and knowledge to create quality content tailored to your business and customer base. To learn more about what quality content in inbound marketing is and how our experienced and trusted team can help your retail business, contact us today.