The company’s website is one of the most important sales and customer acquisition channels. The way it looks and what information it contains directly affects the performance and development of the business. Orbit Media Studios conducted a large-scale survey among the owners and managers of various companies on the topic of the effectiveness of the use of commercial content. As it turned out, 84% of respondents noted tangible results from filling their sites with content. We figure out how to prepare suitable content for commercial blogging.
How much content do you need?
67% of respondents in the study noted that publishing 1 post per week is most effective.
The main mistake is the irregular updating of the site. This is what happens when content is posted all at once—i.e. a lot of materials are loaded onto the site at once, and then there is a long pause in the update. The low frequency of publications (less than 1 per week) reduces the effectiveness of even well-prepared content.
The frequency of publications directly affects the ranking in Google: the rarer the publications, the less flow of organic traffic is observed from the search.
What content is needed?
1. First you need to talk about the company itself, the services and / or products offered, the working conditions – this is the minimum set that is required by default.
2. What follows is a series of detailed explanatory posts about the important details of how your company works. For example, about the materials used and the fundamental difference between them. Such content will explain to customers why they should choose certain options and contact you as experts.
3. Live cases – i.e. materials that tell about specific examples of the work performed. Reviews on websites are trusted less and less. Therefore, detailed cases with specific information about customers, order details and, most importantly, about solving customer problems will cause much more response from site visitors.
In addition, it should be borne in mind that the content on the site should have a clear structure. It should be written in an accessible language and at the same time reflect everything that it is important for the company to convey about its work to potential customers.
How long does it take to prepare content?
According to an Orbit Media Studios survey, 49% of respondents spend more than 6 hours preparing a single post for their site. The average time it takes to prepare a commercial blog post is 3 hours and 20 minutes.
58% of content makers complete posts with 2 or more images. 16% use videos in their publications. 4% use audio.
Hiring a separate specialist on staff to prepare publications with a load of up to 6 hours a week is not the most rational way. But also to additionally burden other employees with preparing content for the blog is not the best option. Firstly, content preparation still requires certain skills that even highly qualified specialists in other fields do not necessarily have. Secondly, it is much more efficient to use the talents of their employees for their intended purpose.
So who then to entrust the preparation of content?
You can hire a freelance copywriter. This is a relatively inexpensive option. On copywriting exchanges, you can find performers who, for a modest fee, will be able to prepare materials based on the compiled TOR.
But each time you will have to spend the time of one of the employees of the company or directly the head to draw up the TOR.
In addition, there is a good chance that the competencies of a copywriter from the stock exchange will not be enough to prepare high-quality content. After all, you need to carefully understand the specifics of the company’s field of activity, understand its competitive advantages, and then be able to present this information in an accessible way.
And some freelancers tend to “disappear”, break deadlines. Unfortunately, no one is immune from such cases.
Therefore, Pro Business launches new services for small and medium-sized businesses
The Pro Business team has been preparing materials on business topics for almost 8 years. During the work of our resource, more than 9200 materials have been published. Our editors and journalists work professionally with information and can quickly understand a wide variety of business areas and industries.
1. Audit content on your site
Our team will analyze the content of your site and give it an objective assessment in terms of effectiveness. We will prepare a detailed report on how to improve the content already prepared and used by the company, as well as make a list of recommendations for further filling the site. Based on these recommendations, you will be able to adjust the work of your content department and increase the effectiveness of your published publications.
2. Preparation of content for your site on a turnkey basis
The Pro Business team will prepare a content plan for the development and filling of your site and fully implement it with the help of our editors, journalists, photographers and video department. We work closely with specialists and experts from various fields and will be able to offer your resource unique and high-quality content that will be really interesting to read and watch.
For any clarifying questions, you can contact our manager Alexey Sevostyan at +375 25 934−14−45 (Telegram, Viber). We will help you to express yourself effectively.