You’re probably aware that you ‘should’ be blogging, and you ‘should’ have a Twitter account, and you ‘should’ get round to updating your company’s About Us page. But with so much else to do, it can wait – right?
Research shows that clients are more likely to buy from a business that publishes good quality, friendly content on its website. Think blog posts, company history, team pages, videos and social media. We know that good quality and relevant content, updated regularly, can help your website rank better in search result listings and can also help to engage website users.
However, new research from Axonn Media Research shows just how important that online activity really is.
Their study suggests that two-thirds of consumers are more likely to buy from firms whose content they enjoy, even if the product or service costs a little more than a comparable brand. For business centre operators, particularly those in high density areas, this could give their brand the edge.
Here are the key findings from Axonn Media’s report:
- 67% of consumers are more likely to buy from brands whose content they enjoy;
- 68% are willing to supply contact information in exchange for high quality content, such as whitepapers;
- 55% of marketers credit content marketing for an increase in sales;
The most widely used types of online content are:
- Social media – 88%
- Email campaigns – 77%
- News articles – 71%
- Blog posts – 64%
However, 65% of marketers cite lack of time and resources as the main reason why they don’t implement more online or social activity. If this is a problem your business centre faces, maybe it’s time to outsource your content requirements to an agency or a freelance content writer.
How to create effective content
If you’re thinking of trying it yourself, there are a few golden guidelines to remember.
Effective content marketing usually works because it doesn’t try to sell to the user. Instead, it builds a rapport with readers, and helps your business to develop a personality.
Developing a personality doesn’t necessarily mean ‘speaking’ to users in an over-friendly way. That can appear cheesy or, worse, patronising. Don’t be tempted to throw exclamation marks all over your content, and be sure to triple-check spelling and grammar before you publish new or edited content.
If you’re wondering what to write about, take a step back and think about your business from a client’s perspective. Perhaps they’ve never come across serviced offices before, or they had a bad experience with another brand. Educate them without being overtly ‘salesy’. You could write articles about the wider industry using research studies, or pick specific services and write short, informative posts. Top Fives or Top Tens work well, as do short, bulleted lists.
It’s all about encouraging people to engage with your brand without trying to sell to them, and without being too formal.
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Why not give it a go?
If you’d like to understand more about content writing, get in touch with the team at OfficingToday. We’d be happy to publish more articles on this subject to help our users improve their overall website content. Why not suggest a new topic for our next article?
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