Before you’ve even started becoming an online marketer, you’ve probably heard the famous quote about content many times already. The quote is so widely used in the Internet marketing industry that some marketers already consider it a cliché and not worth saying. However, it remains true to this date and should therefore be known by heart by every reseller and marketer. This quote: “Content is King.”
Companies with 51 to 100 pages GENERATE 48% MORE TRAFFIC than companies with 1 to 50 pages. While companies with over 50 employees and 1,000+ web pages see 9.5x MORE TRAFFIC than companies with under 51 pages
But how did content actually become the king of the online marketing world? What benefit would you and your digital marketing clients get from it? Why is having content so necessary for any business or blog? Does it really impact traffic and leads? If so, how?
Content Impacts Website Traffic
A study of 7,000 businesses conducted by marketing software maker HubSpot found that the number of pages a website has is typically directly proportional to the traffic it receives. For instance, websites that have 1-50 pages, hovering just around the 100 traffic index mark. Those with over 1,000 pages, meanwhile, went over the 2000 index. See below:
In particular, B2C businesses with over 1,000 pages seem to benefit the most from content creation. That particular group surpassed the 3500 index. B2B counterparts only reached the 1500 mark but that’s still high almost double the mark reached by B2B businesses with 401-1000 web pages. This could be a great selling point for online marketing reseller agencies that are targeting dentists, restaurants, chiropractors, and other B2C businesses.
Generating Leads with More Content
On the same report, researchers found that companies with 101 to 200 pages generated 2.5 times more leads that those with 50 or fewer pages. Again, the theme here is that the number of pages is often directly proportional with the number of leads the business gets. Businesses with 1-50 webpages were around the 100 mark of the new leads index. Those with over 1,000 pages, on the other hand nearly hit the 1,400 index.
When it comes to leads, B2B businesses seem to have the edge over their B2C counterparts. B2B with over 1,000 web pages surpassed the 1,400 mark while B2C businesses were hovering around the 1,300 index. Again, similar with traffic, the leads businesses get when they have 50 or fewer pages is just around the 100 index.
What’s interesting here is that smaller companies that produce more content seem to be faring better than their bigger counterparts when it comes to lead generation. Typically, digital marketing agencies deal with small and medium-sized businesses or SMBs. If you’re a reseller who has client with 1-10 employees, then be sure to point out that they have the potential to get leads from their web pages. This group went over the 1,000 index while the 11-50 employees group fell short. For companies with 51 or more employees, the figure is much lower at just under the 600 mark.
Where to Put All This New Content
One word: blog. Your client’s blog not only presents the business as trustworthy, it also impacts the search engine optimization (SEO) side of things. When it comes to getting more traffic and improving the website’s ranking, blogging brings many benefits. HubSpot estimates that companies that blog have 97% more inbound links. They also receive 434% more indexed pages on average. According to ThinkCreative, small businesses that blog get 126% more lead growth compared to those that do not.
Digital marketing resellers often help clients in building reputation, and blog posts can also help in this situation. According to BlogHer, 81% of U.S. online consumers trust information and advice from blogs. Even better, 61% of U.S. online consumers have made a purchase based on blog recommendations.
So the lesson is simple: for more traffic and leads, create more blog posts with quality content.
Content to Put on Your Client’s Blog
There’s a variety of content you can put on your client’s blog. Of course, for daily or weekly content, you can use news items, tips or how-to posts, industry updates. What’s important is you publish content for the useful consumption of your target audience
You can also put what marketers call “evergreen content.” This type of content is usually longer than daily posts and more laborious to create. While daily content is pegged on recent and current events, evergreen content is usually based on research and is not time-sensitive.
You can also put light-hearted content. Think of funny or intriguing, short, easily digestible content that could be easily shared. You can include amusing videos, memes, and stories. But of course, we’re not saying that your products/services could not be integrated into this type of messaging. If you’re lucky, your shareable content may even go viral and drive massive traffic to the blog.
You can also include the “white paper” type of blog posts. These type of content requires thorough research or deep knowledge of the subject matter, and time. It is often perceived as difficult to create compared with other types of content. This type of blog posts aim to affirm, maintain or establish the blogger as a thought leader, authority and an influencer.
Just a Few Reminders…
Always check with your white label online marketing and web design reseller provider if they have content creation services, particularly web content or blog article writing.
Endlessrise recognizes the value of what content creation can bring to our reseller partners. That’s why our services are heavy on content creation.
As a matter of fact, we have recently launched a new package under SEO which is the “Brand Booster”. This is a content writing and video creation and optimization package for your clients’ blogs that will not only boost their brand but also traffic and leads.
Sign up as an Endlessrise reseller now to start providing quality content for all your clients.