Content and How It Affects Your Presence Online

December 9th, by digvijaykatoch

Content and How It Affects Your Presence Online
A ccording to MarketingProfs, over 2 million articles are published online every day. Still, only a few articles and websites rise to the top in their respective niches. According to Chitika, an online marketing firm, 94% percent of users never go beyond the first page on a search engine while looking for information or products

The digital marketing industry blossomed in the first half of this decade because organizations and individuals wanted to get their content to the relevant audience and build their presence. This may have been due to a variety of reasons: to increase readership, to attract new buyers, to go viral, or to be known as an authority figure in a certain niche.

What has changed now is that a lot of the ways in which marketers used to bring a website to the front page no longer work! Companies, publishers, and bloggers can no longer rely on creating keyword-heavy content. Neither can they rely on rewriting existing articles in the hopes of climbing the rankings or increasing readership.

Content has to be unique, engaging, relevant, and up-to-date for a website to be picked up by search engines like Google. Only those organizations and individuals can create and maintain a relevant online presence who truly engage their consumers and readers. Now, more than ever, good content has become paramount for anyone wishing to build a good online presence. Why do you need to create a good online presence?

According to the marketing firm ConstantContact, there are two main benefits of having a good online presence:

Customer-acquisition: When people search for information relevant to your industry or niche, and your website shows up on the first page of the search engine, they are more likely to click on your website’s link. This instantly increasing chances of a potential customer finding your website, registering on it, and becoming a first time customer. According to a survey by IPSOS, over 64% of businesses said that having an online presence increased their sales or revenue and 48% claimed that it helped expand their reach globally.

Brand Building and Word of Mouth: When people share or like your content on social media, it acts like positive word of mouth for your business or website. People who like your content online become your biggest advocates and unofficial brand ambassadors. According to Syncapse, 49% of individuals like a page because they support that particular brand. Active engagement with users online leads to better brand presence. According to Digiday, 54% users would consider ending their relationship with a retailer if they are not given tailor-made, relevant content and offers. It also makes the users feel important. By engaging users and solving their problems, you can build your brand as an organization or an individual.

So, how do entities create a solid online presence? They do it by creating content using blog posts, videos, and infographics. But, there is a common thread that runs through all of the aforementioned methods used for creating online presence: content!

Even more specifically, written online content. Think email marketing. What's in an email? Written content. According to Snapretail, 42% of independent retailers consider email marketing as an effective marketing tool. Think social media posts, especially the ones on Facebook, Twitter, Quora, Linkedin, and Reddit. What do people do on these sites? They read content. Lots and lots of content. On Facebook, even if it's a video, their next step is usually to Google a related phrase or to verify the facts given in a post.

In fact, a Shopify report showed that Facebook is responsible for 70% of e-commerce traffic. If it's a tweet, it usually links to a blog post or an article, which again is written content. Whatever kind of content it is and whatever might be your reasons for trying to create an online presence, ultimately other forms of content will have to link back to your website and some sort of written content that will further engage users.

Let us also look at a few relevant case studies that show what building a good online presence via relevant content can do for organizations and individuals. For the sake of transparency, we’ll only include case studies that are available in full on the web, so you don’t have to buy case studies just to understand the importance of content.

The first case study is published in its entirety on Widefocus’s website. Forest City Stapleton Inc., a real estate company, wanted to create a positive presence online. This was done on a comprehensive scale by revamping their existing website with better content and by engaging users on social media platforms such as Facebook, Twitter, Linkedin, Instagram, etc. using great content. The result was that the website received 10,000 unique visitors, and the company's Instagram page generated a total of 400,000 impressions.

The second case study is published in its entirety on Business Development Bank Of Canada’s website. TAL products was a company with minimal presence on the internet and a website that had less than 1000 total views. After they implemented a comprehensive strategy for building their online presence that involved email marketing, content marketing (blogs, guest posts, etc.), and social media engagement as well as advertising, their sales went up by 450%, monthly visits averaged 1000 per month, and email marketing conversion rates touched 11%. Additionally, over 55% people who visited a more content-focused website, bought something. Clearly, creating an online presence helped TAL products.

We can clearly see how a good online presence can boost sales and customer engagement, as well as build a personal or organizational brand. All of the techniques used for creating and maintaining a good online presence require great written content that is unique, engaging, and relevant. In other words, content plays a major role. So, start building your online presence and improve your brand value today.


4 years ago

Nice information here. I love this