on your company blog;
on external portals – e.g. to industry websites or to your partners’ websites (to “place” your brand).
Regardless of where they are published, such texts can help you achieve your marketing and sales goals . How?
SEO support = bringing customers to your offer
This is the reason why most companies decide to commission expert articles. And rightly so! Such texts, written "for good phrases" (although modern SEO is not only about them...), can help you get a higher position in Google's organic results.
Thanks to this:
you will increase the visibility of your brand;
you will “bring” valuable customers to your company website (i.e. those who can potentially buy something from you).
This may ultimately translate into an increase in offer inquiries.
SEO is important regardless of whether you operate in the B2B or B2C sector . Everyone uses the Internet. However, you need to skillfully match the style and scope of communication to the expectations of buyers from both groups .
Strengthening your company's image as an expert = increasing your credibility
When potential customers perceive you japan telegram phone number list as a trusted partner, they are more likely to choose your offering over your competitors. You are also more likely to buy from brands you perceive as trustworthy and “know-it-alls.”
But how can expert articles help you ? This is a good space to show that:
a) you have a thorough understanding of the industry you operate in;
b) you can translate this knowledge and experience into a useful "information pill" for customers ; because it is with them in mind that such content is created.
However, to be credible, they must be really good . So what? I write more about this in the text 5 mistakes that make texts on a company website not sell . Pay special attention to the part about Google algorithms. Your credibility is also important to them!
Credibility and trust are the pillars on which sales are based. Good expert articles will help you strengthen your brand image in these aspects.
Credibility and trust are the pillars on which sales are based. Good expert articles will help you strengthen your brand image in these aspects.
Driving the customer down the marketing funnel = increasing sales opportunities
The process by which customers decide to buy your products is multi-step. In order to finally place an order, they must first:
be aware of the solution you offer;
know that your company exists and offers products that they need;
make sure you can be trusted and treated as a reliable partner;
obtain more information – also about the solution that potentially interests them;
convince themselves that this is exactly what they need.
At each of these stages, expert articles can lend a helping hand. These are informative and advisory content . Content that allows you to better understand your offer in a broad context and provides data useful in the decision-making process. If they meet the needs of recipients, they will become another element increasing the effectiveness of your sales.
Good expert articles:
· attract potential customers to the website – so that they can familiarize themselves with the offer;
· strengthen your image as a specialist in your industry,
· lead the customer down the marketing funnel – so as to increase the chance of them sending a request for quotation or placing an order.
Good expert articles = substantive, on-topic and useful to users
Content, thematic consistency, usefulness – these are the foundations of good expert articles. They matter regardless of the industry they are prepared for.
Whether a customer is looking for a good face cream or a bundle of electrical wires for the production of RTV equipment, they need what I like to call the “meat.” That is, simply the specifics . And for the text to deliver them, it must meet the requirements outlined above. What does this mean in practice?
Content of expert texts
The substance, in my opinion, consists of two elements.
First of all – reliability of the content .
It's about the consistency of the information it contains with reality. Examples?
For example, the text from 2023 on the method of settling surplus energy from newly created photovoltaic micro-installations on the basis of net-metering will be unreliable . This model was replaced with net-billing over a year ago.
Reliability will also be lacking, for example, in a text about the herbal dandelion, in which there is information that this ingredient “fights cancer” or “slimmers in weight” . Yes, there may be studies that indicate that this herbal extract can support (an important word) cancer prevention or maintaining a healthy figure. However, it is not a medicine in itself (but herbal medicines can be created using it). Therefore, the plant cannot be attributed with “miraculous properties”, because this would mislead the reader.
