Big business or small, this tactic can help any website increase traffic and drive more business. The best part about it, this tactic can work on a tight budget. What is this tactic? Content production. To put it simply, more content equals more traffic.
This image shows that the increase of content in January generated a spike is sessions to the website, pageviews, and conversions for that month and continued into the following month with almost one-fourth of the traffic in the first 6 days.
The production I’m talking about is upwards of 5 or more pieces of content a week. Yes, there is the argument of quality over quantity, and sure that is still a valid argument. However to start grabbing users attention and getting them to visit your website you need to constantly be producing new pages on your website that answers questions and solves problems.
What types of content should my small business be creating?
As typical as this sounds, blogging is beneficial. I know, we’ve all heard this before, but it is. Blogging is a great way for your business to increase website traffic and brand awareness by answering questions that are common to your industry, providing expert insight to your audience, and additional resources selling your product or service gbadsmx.
Also, a blog is a great foundation for an active social media presence and email marketing campaign. Which we will get more into in a moment.
In addition to blogging, creating landing pages for your services targeting verticals. Pair these landing pages with additional resources targeting that specific audience segment and you have yourself a gateway that can be measured easily with Unifusion Campaigns.
Top off your content production with case studies if your team has them or use cases to help your audience understand how your business solution could be beneficial for them.
With these three types of content (blogs, landing pages, and case studies/use cases) you should start seeing more users engage with your website fairly quickly. Additionally, because these are unique URLs on your website that will be indexed, they should continue to receive traffic long after publication assuming the content is evergreen and continue to generate links from fresh content.
What about supporting content?
Blogs and landing pages could and should have supporting content such as infographics, videos, or images. The reason you want to use these as supporting content and not stand alone content is for the SEO benefits of content on webpages.
Launching a video and putting on your site has little SEO benefit. Pairing that video with content (even a transcription of the video) will allow search engines to crawl and index the webpage to serve up to their users during searches.
Do I do anything after creating the content?
Yes, if you are blogging, put a newsletter subscription on the blog to start collecting email address. Once you have a list, start at least a monthly newsletter of your recent publications. This will continue to drive traffic to your website. Use that list for future drip campaigns selling your products or services.
Share your content on social media. Even if the content was published last year, publish it. As long as that content is still relevant to your industry.
Regardless of the type of content, do a quick SEO audit looking at the title tag, meta description, image optimization (size and alt tag), page speed, and internal linking.
These little tasks will help to ensure users continue to engage with your content and require little effort to maintain.
By increasing content production you can start growing your website’s traffic. By using that traffic to increase your email list and social media followers you can continue to drive users to your website and increase engagement.