June 26, 2015

Skimping On Content Production Will Only Hurt Your Brand

You’re stuck trying to decide whether or not content production is right for your website. Do you actually need to produce a wealth of multimedia, like blog posts, white papers, case studies, interviews and frequently asked questions?

Many people, after all, will tell you that your website should be sleek, and minimalistic; it should offer a home page, an “about” section, some products and a cash register—but not much else. Their reasoning is that the less clutter you have, the faster a customer can find what they need, spend money and leave.

The problem with this approach, however, is that it only works for customers who are far down the sales funnel and are ready to make a purchase. Many customers will approach your business with little to no knowledge about your brand. For this reason, they need to be nurtured before they decide to purchase an item. And the best way to nurture a lead is with carefully-crafted content.

Customers, for that matter, want to see a variety of content on your website. A study from WP Engine, for instance, shows that 48 percent of customers believe brands need to be producing content on a regular basis. The study reveals that customers want to see content because it shows that the brand has a voice of its own. Furthermore, it provides them with new information about the brand and its industry as well as providing an opportunity to form an intimate connection with that company.  

Interestingly, the WP Engine study shows that customers tend to think negatively about brands that do not produce content. In fact, the study shows that not producing content can give the impression that a brand is lackadaisical and irrelevant. It also portrays an unwillingness to communicate regularly with its customers.

Of course, that is not to say you should overload your website with multimedia to the point where it is too confusing for a visitor to navigate through efficiently. You can still have a sleek and modern design while still offering interesting material for your customers to browse. It’s important to consult with your design team about selecting a layout that allows you to feature articles, videos and pictures in a purposeful and concise way.

Remember also that at the end of the day, the success of your content will boil down to its quality. Customers will notice if you are producing the same type of material over and over again so it’s vital that you focus on crafting an interesting content calendar that will offer fresh insight and perspective—not just the same recycled ideas week in and week out.

Click here to learn more about how a custom content publisher can help you achieve this goal.

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