Brand influence and quality content go together. Quality content means different things to different lines of business. For local companies, quality content means content that leads to increased foot traffic to their physical stores. For a virtual business, this could be turning passive site visitors into subscribers or paying customers.
Because there are different kinds of content, there are also different ways of assessing its influence. It can get overwhelming to delve into the different platforms and analytics tools that measure your content performance.
Fortunately, you can do away with all of that and just focus on 3 quality content markers when it comes to increasing brand influence. You know you have brand influence if:
1. You have online and offline word-of-mouth recommendations.
Even with all the advanced online business marketing tactics available, word-of-mouth recommendation remains to be one of the most effective. In fact, it has only gotten more influential with digital platforms like social media around to expedite and expand its reach.
Ask yourself these questions:
- If you have a physical establishment, how many of your customers get there through your online platforms?
- What percentage of your online customers or audience contact you, share your posts, or follow your profiles because they’ve been referred by someone they know?
- What are people saying about your products or service in their online network?
- Do your in-store customers share their experience with your products or business on their social media?
Knowing the answers to these questions will help you determine the rate of your online and offline word-of-mouth recommendations.
2. You have a good website ranking in Google.
Google accommodates over 2 trillion searches every day. One sure way to check that your content is making an impact is by checking its ranking in the search engine authority.
When more people click through the different pages of your site, share your posts on social media or bookmark them, Google boosts your ranking higher. The longer people dwell to read your posts and the more they link to it from their own site, the more Google recognizes your authority and boosts your online ranking.
That is why it’s important to regularly assess which of your content has received the most engagement and traffic. You can spin from these topics, create a series out of it, or make supporting materials to encourage and spread the traffic throughout your site. A content writer VA (virtual assistant) can help you work out this strategy.
3. You have tangible results so you know that your goals are being met.
Besides engaging and educating an audience, you curate your content for other purposes. It’s important to lay out what these objectives are so that you can later assess if they are met.
Whatever your goals are, however, be sure to check for tangible results such as more site traffic, longer dwell time, more social media shares, increased subscribers, and of course, higher revenues.
Be grounded in your efforts to create brand influence. Use these 3 quality markers as a guide for strategizing and assessing your content.
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