To get to the root of how all small and medium businesses should approach their content marketing online it is first necessary to honestly answer this question.
What do we want our content to achieve?
99.999% of the time the honest answer will be as follows.
We want to generate more leads and achieve higher conversion rates.
It has never been more important to ensure that your content is not only SEO friendly, but that it avoids the pitfall of keyword heavy clunkiness that can see action being taken by Google and manifest in serious ramifications for your website and bottom line. Good content must be creative, attention grabbing, solve problems for your potential customers and be ‘share friendly’ to maximise visibility and conversion chances.
The fact that Google is constantly updating and tweaking its fabled algorithms as well as the changing landscape of browsing habits and consumer trends, it is a constant and difficult battle for the content creators to keep up. It is a race that is hard to win, but it is imperative that you can place in the top 10 or 20 as we all know what happens when content drops off the 1st page or so of Google’s search results.
Anyway, aside from this general advice, here are some hot tips on content marketing for your site:
- Keep your brand visible and genuine
Giving your brand a clear image and consistently portraying it via your website is crucial in this particular fight. You also need to offer your customers and potential leads an insight into the real people behind the brand. More than ever people value transparency and honesty.
With this in mind…
- Give your readership a voice
Holding votes on design changes and getting feedback on layouts and logos can make your customers feel more valued and perhaps most importantly help you better understand their likes, dislikes and what is and is not important to them.
- Do not underestimate the growing population of ‘Generation C’
Generation C or ‘Gen C’ refers predominantly, but not exclusively to those under the age of 35 who have grown up using technology and become so empowered by it that they can search out genuine content and consume it across myriad platforms and screens whenever and wherever they want. This also ties in with a much more general concern i.e. ensuring that your site is mobile friendly.
- Identify KPIs (Key Performance Indicators) of your site
Such KPIs could include, but not be limited to: Number of visits; downloads; bounce rate; number of social shares; time spent browsing page; leads generated and conversion rate. Analyse and improve on these types of indicators.
- Don’t ignore the (neuro)science
Over 70% of purchases result from an emotional impulse as opposed to a logical one, so looking into the neuroscientific pulls on customer behaviour is certainly worthwhile.
Looking at which parts of our brain are stimulated by what can prove very fruitful prior to making web design decisions.