11 Signs a Content Strategy Can Boost Your Business


By John

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Whether for your own business or your clients’ businesses, content can be a gateway into getting found online. Did you know that companies with more than 50 pages generate 48% more traffic than those with 50 pages or fewer? How would 55% more leads impact your business? If you increase the number of landing pages on your site to 15, you could find out. Of course, a content strategy is far more than just adding landing pages, but with those numbers (courtesy of Hubspot), it’s clear that content has much to offer your business. And, if any of these 10 Signs look familiar, investing in content strategies may produce significant ROI.

You’re not blogging, or blogging sporadically.
Companies that publish 15 blog posts or more a month get 5X more traffic than companies that don’t blog at all. But just publishing any old thing won’t give you the results you want – blog posts should be original, useful, and possibly evergreen.

You’ve been blogging, but haven’t seen significant results.
You started blogging because everyone else was doing it, or you began blogging with the Field of Dreams mindset: “If you build it, they will come.” And then they didn’t. Here’s the fix: Blogging is only part of a larger content strategy. Your blog posts should be working together with larger content offerings, demos, and social media promotions to bring in the traffic you want.

Customers only find you through referrals.
Referrals are great! They mean you’re doing many things right. But if your website isn’t generating qualified leads for you, then referrals are just the tip of the iceberg.

The leads you get from your website are terrible!
We’ve heard this one a lot, and here’s a tip: There’s something wrong with your messaging. Your current content is attracting all the wrong people, but a great content strategy can turn that around fast.

Your salespeople are scaring customers away (ie. not closing leads!)
We’re not saying your salespeople are bad at their jobs – they’re probably pretty great. But if a lead isn’t already warmed up, introducing them to your sales team is asking for a “no.” Content is the best way to warm up leads before they ever talk to sales.

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You’re not getting the advertising ROI you wanted.
Traditional advertising doesn’t work the way it used to. Most people, 73% of them in fact, would rather get information about a business through articles, rather than an ad (State of Inbound Marketing, 2013).

You, or your client, have said this: “My customers aren’t on social media.”
At least 67% of Americans have at least one profile on a social network. The odds are your customers are on social media, but you’re not leveraging it effectively. Social media should be part of your larger content strategy.

You have social media followers, but don’t see them converting into customers.
Did you know that 80% of US social media users prefer to connect to brands on Facebook? They’re there – you just have to know how to grab their attention, and then start them on the path to becoming buyers and brand advocates. This is a problem that a content strategy is uniquely able to solve.

Your website is outdated.
The one-and-done brochure of services you made in 2001 is a little long in the tooth. Not only are older, static websites likely to turn off customers, they turn off search engines. Search engines look for dynamic content that is continually updated, and if yours hasn’t been in months or years, your customers won’t be able to find you without plugging in your url.

Email open rates are decreasing.
Is no one reading your newsletter anymore? Ouch. If your content doesn’t directly and immediately help your audience achieve a goal, then it’s headed to the Trash Bin. Great content delivers great open rates because each and every communication is genuinely useful.

You have a ton of untapped expertise in your field.
You and the people who work with you are a gold mine of helpful, useful, and original information! And that is the core of effective content. If you don’t have time to write down your wisdom and experience, find someone who does – and don’t hold back. The more useful information you share, the more you’ll build your authority and the stronger your content strategy will be.

If your company is ripe for a fresh content strategy, you can begin to build one with our Free eBook: How to Create a Content Strategy That Converts. We don’t stop with general information – we show you the step-by-step How-To, complete with a template to create a content strategy yourself. You can do it!

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Topics: Knowledge