About this course
Content is what “makes the web go around.” By that, we mean that content is the driving force that motivates many people to visit a website, and then to stay on that website. Think about how you discover new websites and brands. Most of the time, it will happen when you’re searching for the answer to a question that you have, or when you want information about something. You’ll click on the content that comes up in Google, and if you enjoy the experience of reading, then you might make a note of that brand so that you can come back to it later. Alternatively, you might discover content when someone shares it with you on social media, or when you see it in your homefeed. You’ll click because it sounds interesting and engaging, and again: you’ll come back to that site if you think it has more to offer. It is content that attracted you to the website in both cases, and it content that will make enough of an impression to bring you back. And note as well, that it is content that Google used to index the website and therefore know to show it when you searched for a relevant term! So content is crucial. The next question is how do you get your content right? A good content marketing strategy should bring more people to your site, but it should also help you to develop authority and leadership in your niche. This is important. Most websites don’t have a traffic problem: they have a conversion problem. You can make a LOT of money from a small number of visitors, as long as they value your brand and trust your expertise
