Not more than five years ago, entrepreneurs were required to create a unique and attractive presence within a brick-and-mortar store; one that would invite customers in and convince them to invest in the available product. However, we are five years down the line and our customers expect more from us, and they expect it from a distance. While that precise distance is unknown, we can be sure that the expectation is to be fulfilled in virtual form, by means of an online store.
While specific elements, such as a reliable online payment gateway and unique product offering, are of great importance, customers are now looking for elements that add substance to the duration of their visit to your site. Not only can this be achieved through a fully functional, interactive site that is compatible on both desktop and mobile, but through informative and authoritative content. If you’re wondering about how to go about adding this to your online enterprise, take a look at the tips below:
What is authoritative content?
Most commonly produced in the forms of blogs and social media posts, authoritative content can be defined as relevant, up to date and fresh idea discussions and multimedia that offer the user something of value. The content does not have to be brand or product specific but it is required to meet the needs of the user in terms of their experience – are they looking to learn something, to engage, to ask questions or to have their questions answered? For example, if you are selling high-end makeup in the form of state-of-the-art contouring kits, authoritative content would entail a video, blog or infographic on how to contour your face, or how to contour different face shapes.
How do I create it?
Authoritative content can either be created from scratch or it can be curated – while one requires ideation and production, the other simply requires a source. However, content that is best received is the type of content that is made up of both new, fresh content and curated items that offer value. The best way to go about identifying the ration is to find out what it is that your users want – what are their interests, what solutions do they seek, and what are their questions? You can find these answers on your existing social media pages, within your customer reviews and from any query emails that you may receive. Once you have established what it is that your customers need and want from you, you will be able to make a choice on the type of content that would best suit your audience.
Why do I need it?
Authoritative content will ensure that customers make use of your site as opposed to your competitors as they will gain more value from your online store. Not only will customers be more likely to make use of your site but authoritative content will also lead to more technical success when it comes to Google rankings. If you hope to appear on the first page of Google’s search results when someone searches for a term that is related to your product or service offering, authoritative content will assist in achieving this.
While secure payment gateways should be at the top of any online entrepreneur’s priority list, authoritative content should come at a close second. If you’re reviewing your site and notice that you need to revaluate your current payment solutions, be sure to contact PayU today for a no-obligation quote.