Are you the owner or director of a company? A CSO? Do you have a personal brand? If so, you are surely wondering how to get the best results from the web … and surely you have also heard that content is king … but what does that really mean? Let’s break it down step by step and see examples of some concepts. The central objective of any strategy on the web is to bring a user to your website to make a conversion. Switzerland Phone Number List A conversion can be a sale but it can also be that they make an appointment, subscribe to your content, fill out a form, etc. All these actions happen on your site … and that is why it is essential to take it there. How many ways are there for a user to get to your website? The truth is that many, but the two main ones are.
Social networks are closing the redirection of organic traffic to sites because they do not want the user to leave them. It is logical. Their business is to show ads and it is only achieved if users stay within them. For this reason, every time you place content with an external link, regardless of the network in which you do it, its organic reach will be very low. (Organic reach is the number of people the network will show it to). That is why you can see posts even from highly popular magazines, with extremely low reactions. The problem is not the content, but the algorithm, which is made to kill anything that can cause the user to leave the social network. This Expansión magazine post had just ONE reaction.
If you want traffic from social networks, you have to pay. In other words, promoting the content with a minimal investment of dollars, which will open the reach to more users. Search engines to attract traffic The second way to get traffic is Google or other search engines. Unlike social networks, here yes, valuable content is king. Whether your brand constantly appears in Google’s organic results, in the first places and even in its featured fragments , depends on the quality of the content …Example of content in Google Featured Snippets It’s true that Google ads will sometimes appear before organic results, but the reality is that those ads only stay there as long as the advertiser pays. Once you stop, the ads disappear and organic content returns to the top spot. Once these two channels (search and social networks) have been explained, imagine that you are the director of communication , marketing or the owner of a small new brand … and you want people to go to your site so that they know it, know what it is about your business and start having a connection with it …Ready? All right. Get ready for some digital marketing truths .
If you don’t have content, you can consider any traffic to your site from Google dead. Even if they look for your brand, it will not appear, unless they look exactly for its name, but it will be a minimum amount. Nobody uses Google to search for brands, they do it to solve questions, doubts, problems. If there is no content, you have that channel dead … dead. If you have a dead search engine channel (Google) you will have to use social networks; but we already pointed out that networks don’t like posts with external links… so… you guessed it! Each post you place on them, seeking to bring traffic to your site, must have an investment of money … or almost no one will see it. Switzerland Phone List Believe it or not, many small brands are resigned to the fact that digital marketing and online communication are very expensive (in effort or money) and therefore, they simply have their website and their social networks; but they never generate valuable content on their site and in the networks they only invest when they want to put up campaigns. Others post a lot on their social networks, thinking that it will be the solution. The reality is that nothing happens either. Traffic is almost nil; we already explained why.