What is the purpose of content marketing?

For many companies and businesses, the business website and Facebook page are simply static. By that, we mean that they rarely change. And if your website provides all the relevant and useful information that your customers need to know, is there any point in continuing to work on it? Well, the simple answer is yes! Web design trends and patterns change over time, and if you want your potential customers to know that your company is professional, you need to keep it up to date. But it’s not just the appearance of your website that can be updated. The written content is just as important. And while your website might provide the basics, is it really as useful and helpful as it could be? If the answer is no, then content marketing could be just what your company needs. Here at Pumpkin Web Design, we are Preston’s leading web design and web marketing professionals. And we work with companies across the region, from Southport to Manchester, to deliver effective digital solutions. This includes content marketing. So why should you think about a content marketing strategy? And what is the purpose of content marketing?

What is the purpose of content marketing?

Content marketing is all about helping your website to reach more people, and be more useful. And as a result, it can serve a range of purposes for your website, your company, and your potential customers. This includes:

• Building consumer trust
• Boosting Search Engine Optimsation (SEO) and subsequently your rank on the Search Engine Results Page (SERP)
• Improving the user experience

Content marketing to build consumer trust

In practice, content marketing means that your company will be creating content on a regular basis. This can help to build up a bank of knowledge that your potential customers might find interesting, relevant, useful, or helpful. This content can also be shared on your social media platforms, which can make your website, and your company, seem:

• more trustworthy
• more reliable
• more authentic

All of this makes it easier to build a relationship with consumers, and reach more people.

Content marketing for SEO

While your whole website will be optimised for performance on popular search engines, like Google, content marketing can help to improve this. By creating content specifically designed to target keywords relevant to your business, you can increase your websites rank on the SERP. And you can make sure your website ranks for a wide range of keywords, based around your industry. So while your website might be built around the term “plumbers in Preston”, content marketing can help your website also rank for “new boiler installation in Preston”, or “boiler repairs in Preston”. Which in turn leads to more organic traffic, and ultimately more potential business enquiries.

In addition, creating high quality, unique content for your website also helps to improve your website performance overall. This is because Search Engines are looking to rank the best quality websites, higher than others. And part of what goes into a top quality website, is the content. Original, informative and useful content can help your website to rise up the rankings, as part of your overall approach to SEO.

Content marketing to improve the user experience

The user experience should be at the centre of everything you do in terms of web design and digital content. You need to make life easier for users, and help them achieve their aims. Which should result in more conversions for your website. As part of this, content marketing can help to improve the user experience for your website, in a variety of ways. Including:

• Answering frequently searched for search terms, relevant to your business, with great quality content. This makes it easier for potential customers to find what they need.
• Categorizing content sections and linking to other relevant content, through your articles, can make website navigation easier

For more information about content marketing, and what it could mean for your business, get in touch with the professionals today, here at Pumpkin Web Design.