What is content, and how does it help me?
“Content” is the word that is used to describe the material on your website – from your corporate logo, to the subject headings at the beginning of each paragraph, to the infographic you've placed on your product pages describing how the items you sell are to be maintained. The word also applies to advanced multimedia, such as interactive videos and other displays – which invite the customer to get involved with the website. By encouraging a visitor to spend time on your site, and providing them with something of value in return for doing so, you make it more likely that they will become a customer – also, that they will return to your site, whenever they need to make another purchase.
How does specifically local content marketing help my Charlotte business?
SEM will have a certain effect on its own; in fact, it takes effect more quickly than any other overall digital marketing strategy. One of its components, pay-per-click advertising, can potentially have a measurable effect on your web traffic within minutes of it being executed, and the other forms of marketing involved in SEM are similarly, if slightly less dramatically fast-acting. The problem with using SEM by itself, however, is that it is a direct trade-off: SEM is expensive, and its effects – while quick – are also quick to fade away once the money stops flowing in. For best results, SEM needs to be paired with a strong SEO campaign, which can use the boost provided by your SEM to “springboard” into a higher level of gradual, sustainable growth.
What is the difference between content marketing and pay-per-click advertising?
Pay-per-click advertising can make use of content, as do all forms of advertising in which you might engage. However, the overall thrust of PPC ads is that they contribute a short-term burst of additional Web traffic to your website. Once those people arrive, they're going to want to see something that makes their visit worthwhile. That's where content comes in; it provides your visitors with the level of informative and engaging content that is necessary, in this day and age, to turn visitors into customers.
What's a fair price for content; how much should I be charging?
Nothing. In order to function effectively in its designated role, content needs to be readily accessible and indexed by search engines – which it can't be, if it's hidden behind a purchase barrier. In addition, there's that designated role itself – to encourage people to pay you for your product. If your content costs money, you're going to need something else to encourage customers to buy it first, whereupon it's going to try to convince them to spend more money on that which your website actually exists to sell. This kind of arrangement seldom works, and it tends to drive prospective customers away more than it does retain them.