Why invest in online content?
We consume more content than ever before. With good content, you can get both more and more loyal customers clients . Here you will get 10 tips on how you can write better online.

Imagine Youtube without videos. A newsletter without text. Or a member magazine without feature articles. A blog without blog posts. A website that doesn't tell you what it has to offer. Content can be many things, but it always has one important function: to tell you something that you can hopefully benefit from. Good content should either inform, entertain or inspire, and it should always engage.
We "binger" content
Many of us do some form of research before we buy something or make a decision. We seek out content that will steer us in the right direction, so that we can solve the challenge we have. For example, we check iMDB or Rotten Tomatoes before choosing which movie to watch. We Google the name of the lawyer we're considering hiring. We read reviews before deciding which restaurant to book a table at. We visit the website of the company we are considering applying for a job with.
If you and your company don't have the content that makes the user choose you, they'll probably choose someone else. In an online store, it's crucial that all the information the customer needs to make the decision to buy is in place. This means good product texts, high quality images, product reviews, all relevant information and preferably video material where you can see the product in use or in motion.
Good content builds trust
For example, by writing informative blog articles that provide valuable insights to your customers or users, you build trust, which in turn makes it easier for them to choose you.
Through your content, you show that you are the expert in your field
Martine Furulund, content advisor at Dekode
Quality content gives you the opportunity to take a stronger position in your market - and here there is a flood of channels to choose from. How about, for example, posting educational "how to" videos on TikTok if you run a business that organizes cooking classes, or "lawyer explains" clips on Instagram if you work in a law firm? In this way, you show that you know your field, while building your brand and reaching out to more potential customers clients .
One organization that has used TikTok in particular to get its message across is the non-profit organization Adults for Children. Through informative and entertaining videos, they tell us how we can increase life management and address mental health challenges in children. In this way, they not only tell important stories and teach something that most of us can benefit from, they also show that they know their subject and know how to communicate it.
Be visible online with good content
Do good analysis work, so you gain knowledge about the users' habits. That way, you can make sure to use the words and terms that your prospects clients apply for. With your content, you can answer their questions, and in that way get them to discover your website.
The Blue Cross is one of the organizations that has seen the benefits of focusing on search engine optimization. Through a long-term collaboration with Dekode and a good effort on content, their website has gone from a domain authority of 18 to almost 40. Working on creating landing pages that are optimized for search has paid off and resulted in top rankings in Google.
Reach your sales goals
I believe that if your online store is to convert, it's essential that visitors to your website get the information and inspiration they need to make a purchase. Using clear and persuasive language helps customers to add items to their shopping cart. The same applies to channels such as newsletters. What should you write in the title field to grab the reader's attention and get them to open the email? It's not just about having a fantastic product or a great campaign, it's also about how you showcase it effectively. If you're able to leverage the channels you have available and fill them with the right content, this will help you achieve your sales goals.
Build your brand and relationships with content that resonates
Use content to show who your company is and what makes it unique. Through storytelling and emotional brand equity, you can establish yourself as a trusted and authentic organization.
By using channels such as newsletters and social media, you can create meaningful interactions between the organization and the user. In this way, you can build an emotional connection that makes your brand stand stronger with the user, which in turn makes it more likely that they will return, become a loyal client and recommend your company to friends and acquaintances.
Be where the action is
If your customers – or potential clients - are on social media, you should be there too. But not at any price. A successful presence in social media requires a good plan and content that is adapted to the various channels. If, in return, you manage to hit the nail on the head here, you can reach out to new ones clients and generate sales, while building trust and brand.

Don't be the interruption
With good content, you can be what your audience wants, instead of interrupting them on their journey. Quality content is entertaining, informative and engaging in its own right. Good content marketing can add value to your audience, as opposed to traditional marketing where the path to conversion should be as short as possible.
Through content production, you have the opportunity to tell good stories that provide emotional value to the recipient. This can strengthen the customer's relationship with your brand and increase loyalty. Storytelling can come in all formats, whether it's through a one-minute video on social media, a podcast or an inspiring report on your website.
Use content to reach your target audience
What interests do the people in your target group have? What everyday challenges do they face? When you know these things about the group you want to reach, you're more likely to be able to create content that hits them where they are.
Strengthen credibility with influencers
Many may associate the word "influenza" with rose bloggers and selfie enthusiasts, but there is so much more. Today, you can find influencers in all categories, with completely different followings. With the help of an influencer, you can reach out to clients you have not been able to reach through your own channels, and at the same time have your product presented by someone they know and often trust.
The chance of someone buying something is greater if they get the product recommended by someone. Seeing someone else showcase a product and how it works, and maybe even recommend it, is like a living testimonial. A bonus of working with an influencer is that you can often use the content the profile has created in your own channels, thereby reaching an even wider audience.
Good content is shared further
What would it take for you to share something you've found online or in social media with a friend, colleague or family member? If you and your company are able to produce content that is useful or entertaining, chances are it will be shared by users. People are always looking for good content that is tailored to the channel they're on, so why not take the opportunity to share something your users can either benefit from, be entertained by or maybe both?
Do you need help with content?
Can we at Dekode help you with a digital project or with content for your website?
