Your content is at the core of everything you do. Every part of your business relies on strongly written content – everything from your website and welcome emails to business cards and online ads. 

But how do you know if your content is connecting with potential and future customers? We’ve put together a list of 5 key signs that you need to revamp your content or bring in some outside help to revive it. 

1.  Your traffic isn’t converting

Plenty of people are landing on your website, but your conversion rates are way below what you’d expect them to be. There are a whole load of factors that could be contributing to this, but content tends to be one of them – along with page design, graphics, and mobile compatibility. 

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Ideally, you want to break into the top 10% — these are the landing pages with conversion rates of 11.45% or higher. 

Ask yourself -- does your content do your product or service justice? Does it clearly explain what you’re about? Does it speak to your audience in a way they want to be spoken to? Is it accurate and engaging? Does it give people a reason to choose you over your competitors? If you just answered with a stream of no’s, there’s plenty of room for improvement.

If you’re not sure how your content is being received, consider sending out a survey or asking a few key customers for their thoughts. Sometimes an outside perspective is needed!

2.  Your website it stale

When’s the last time you added a piece of content to your site? So long ago you can’t remember? Well, therein lies your problem.

Google likes to see fresh content, and places greater value on up-to-date, newsworthy articles. In a nutshell, if you don’t have fresh content, this means you could be impeding your efforts to gain organic traffic. A simple way to overcome this is by adding a blog section (and actually posting on it!) which will help improve your SEO (find out more about that here).

In addition to a blog, consider setting a calendar reminder that goes off every 6 months to prompt you to review and update the content on your static web pages.

3.  Social media struggles

If you’re constantly grasping for ideas of what to post on social media, it’s probably because you don’t have anything to shout about, and the reason you don’t have anything to shout about is probably because you haven’t published anything new – or, worse, you’re out of touch with your audience.

Regular, relevant content will bring your social media streams to life, give you something to talk about, get your audience engaging with you, and drive traffic to your website.

4.  People aren’t talking about you

If you want people to talk about you, you need to give them something to talk about. Producing great content will get people sharing it on social media, encourage other websites to link to your material, and can help get your audience engaged in new ways. 

The end result? Brand awareness, word of mouth advertising, more inbound links (which will benefit your SEO efforts) and inevitably more leads.

5.  No internal linking opportunities

Internal linking aids your website’s navigation, help you define the architecture and hierarchy of your site, and plays a part in building your website authority. 

When it comes down to it, the more relevant content you have, the more opportunities you have to add internal links. For example, we sent you to this article about SEO earlier in our blog post – but because we have so much relevant content we also could have linked you to this article or this article… or even this one! See? Relevant content builds linking opportunities. 

When it comes down to it, having a bank of relevant content not only makes your marketing more effective – it also makes things easier on you in the long run. Having a deep well of articles and posts to send people to gives you more to promote – as well as the behind-the-scenes SEO benefits of establishing authority. 

If you’re stuck on what to post about, we’ll leave you with this blog series for a little further reading. 

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HUE & TONE: TRIAD BASED MARKETING SOLUTIONS

Completely stumped on what kind of content to post? Not even sure who your customers are? Or maybe you're just not sure how to reach them? We can help you answer all these questions -- and help you plan and enact solutions for all your marketing woes. Shoot us an email or give us a call.

Millions tune in to watch shows like Grey’s Anatomy, events like Super Bowl LII, and cult favorites such as Star Wars. Why? Because the content is so darn good.

Content, as stated by the Oxford English Dictionary, is information made available by a website or other electronic medium. People know good when they see it and recognize good content when they read it. Which is why crafting strong content is so important on the information-overloaded web.

“The force is strong with this one.” –Darth Vader, Star Wars: Episode IV

“What makes for strong content?” you may be asking. It starts with knowing your audience. The subjects you discuss as well as how you choose to tackle them are dictated by those seeking your infinite wisdom and wares. Exploring topics that are helpful to your customers, followers and clients make for good content because it’s relevant. Ask yourself, “what can I do to serve the needs of my unique base”? And create from there.
 

“Always pass on what you have learned.” –Yoda, Star Wars: Episode VI

You can’t teach what you don’t know. Integrate your company’s core competencies (those things you do exceptionally and distinguishes you from competitors) into your content. Kim K posts tons of information regarding make-up and fashion help. Oprah’s website is packed with inspirational tidbits and plenty on healthy eating. Your content could detail how to start a non-profit, demonstrate yoga techniques, or show the masses How to Curate Their Instagram Feeds. Basically, write what you know.
 

"There is NO substitute for WORK." –Vince Lombardi, Green Bay Packers Coach (1959-1967)

Content is often copied from one site and reposted on another. This should only occur when express permission has been provided by the content’s owner. It should also be an option rarely elected. For one, originality is rewarded by Google search rankings and secondly, you can’t contribute much to the virtual conversation if you’re only saying what has already been said. Don’t have the time to create original content? Partner with a professional content provider. Unlike reposting published pieces, working with a content generating service is a savvy alternative that provides you with unique postings for your site.
 

"Pretty good is not enough, I wanna be great." –Christina Yang, Grey’s Anatomy

Your content choices and execution should be in alignment with your brand image. If you’re known for being reliable, posting consistently and on time is a way to demonstrate that trait. Presenting thought-provoking and engaging topics showcases you as the thought-leader that you are. Great at design? Be sure that your content is presented in the showiest of packages that displays your exceptional stylistic talents. If you’re great, your content should be great. Post that which you are.
 

"Knowing is better than wondering." –Meredith Grey, Grey’s Anatomy

What content have you produced that garnered the most engagement and views? There’s an analytic for that.  Refer to your site’s pageview data and determine what your readers prefer. This helps to cultivate similar content that speaks to the needs and wants of your followers. Do your research and give the people what they want.

Keep in mind, your web content may not make a colossal mark or be permanently enshrined in greatness like Star Wars. Instead, it might convert a visitor into a lead or even a client. She may be persuaded to subscribe to your newsletter. He could be moved to try your service. And that is much better and even, dare I say, compelling.

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WEB DESIGN, CONTENT CREATION, and SOCIAL MEDIA MANAGEMENT 

No matter what you're looking for help with, Hue & Tone Creative can help take your website -- and the content on it -- to the next level. If you'd like to see what we can do, be sure to take a look at our design portfolio, scope out more of our blog posts, and take a look at the services we offer.