If you want to rank well in the search engines you need good content. This content needs to be highly relevant to your potential customers. You need to provide high quality content. It is not worth paying for cheap content that could be copied from someone else’s website. This will not rank in Google or read well for your customers and you will devalue your website and business.
Investing in good content is one of the most important areas of a digital marketing plan.
The content needs to be relevant to where the visitor is in the buying funnel:
- Awareness – This when a visitors is discovering a problem or concern they have and is starting to look for information about solving that problem. This is often termed the “Top Of the Funnel.”
- Evaluation – This is the stage the website visitor is evaluating and comparing possible solutions to their problem. This is often termed the “Middle of the Funnel”
- Conversion – This is when a website visitor performs a desired out come. Which is often a sale or becoming a lead. This is known as the “Bottom of the Funnel.”
Your content should be designed to be relevant to your visitor and where they are in the sales funnel as well as leading the potential customer down through the funnel to the conversion at the bottom of the funnel.i..e. into a paying customer.