Why is content on a website so important?

The contents on a website are part of the brand strategy, and are the basis of the corporate communication strategy.

Within a site, contents have increasingly become the key elements for communicating and engaging consumers on the numerous channels available.

It would seem obvious, but in reality there are few companies that manage the strategy, according to what emerges from the study by Accenture Interactive with the explanatory title “Content: The H2O of Marketing”.

The survey, conducted worldwide on over a thousand marketing directors, shows that, despite the overwhelming majority of managers being aware of the importance of content for the brand, in practice adequate management is not prepared.

There is a sense of difficulty in managing content efficiently.

Marketing companies invest heavily in trying to optimize the enormous amount of content offered by digital multichanneling: in fact, for example, 77% of Italian managers state that their company spends over 50 million dollars a year on managing content but of these, only 35% are sure that they will allow them to achieve the company’s objectives.

Why is content on a website so important?

In summary: the contents must be of quality in order to be rewarded by the algorithms of the search engines that will filter the results with the aim of offering visitors useful and relevant web pages to specific search queries. With content we have to capture the user to lower the bounce rate, and push him to share our content.

The contents must be easily accessible and contain correct, exhaustive, detailed and clear information.