The use of effective content has become increasingly important – here are a few tips to help you achieve better search engine optimisation (SEO).
- Use smart headlines you can grab attention – remember, short, succinct and interesting.
- Commit to a content plan/calendar to keep content regular and varied – we can help you with this!
- Use real stories about real people to create unique and engaging content – if something has made you laugh, cry, feel inspired or provoked a reaction in you it’s worth sharing… so long as it sits comfortably with your brand and enhances the customer experience.
- Sense check: is your content worth sharing? Would your reader see value in forwarding it on?
- Make sure your content answers the kind of questions being asked on Google or other search engines. If your content resolves someone’s quandary then it’s beneficial, useful and shareable.
- Sense check: why should your reader care about your content… What value does it offer them? Is it teaching them something, amusing them, giving them something or adding value to their life?
- Tap into your organization for customer-relevant content marketing ideas. Case studies or anecdotes, documented real-life situations are far more interesting, especially if you can solve a problem/answer a question.
- Repurposing existing content to make it suitable/fitting for the audience is important and cost/time efficiency, but remember, Not all content is transferable between mediums. Is your advertising copy really suitable to tweet without a rewrite?
- Don’t forget to include a relevant call to action, encouraging readers to do something as a result of reading the post, feature, piece. You could also use a tracking code to better understand where people are coming from and what works well for you.
- Think about catering for your audiences needs, and who your audience is. On Facebook we have a very local audience, predominantly small business owners, on Twitter our followers have a strong US bias.
At Magnificent Stuff we pride ourselves on working with our clients to understand their audiences and deliver effective and brand appropriate marketing communications. If you’d like a free, no obligation chat about your comms. Please contact us at firstname.lastname@example.org or tweet us @magnificentstuf (yes, there is only 1 ‘f’ at the end!)
This is the first in a series of posts regarding creating a more worthwhile and profitable website for your company.
What is your website for:
There are two main types of business websites. The first is a flat brochure style website, showcasing the best your organisation has to offer, it can include some testimonials and will have clear calls to action. The other is a site that engages visitors and generates leads. It attracts interest and offers solutions and advice to visitors initiating a relationship.
Your website is the hub of business communication and the home of all of your valuable content. It’s critical that the look, feel and tone of voice are reflective of all that your organisation stands for and the products/services you offer. The traffic driven to your site will have been directed from all areas so it is important to make sure your website has a strong and clear identity.
Although your website is about you and your business it needs to be written and designed from the customer’s point of view, so instead of writing about ‘what we do’ focus on ‘ here’s how we can help you’.
The content on your website, as well as that posted in social media or shared on others blogs is all integral to your brand. It is there fundamentally to engage and inspire. To endorse your expertise in a sector, to help build trust and to get customers inspired and enthused about you. Smart and cleverly produced content will encourage customers to talk about you and will ensure that you are front of mind when they are ready to make a purchasing decision.
A good website with well constructed editorial will pull in leads and convert them to sales.
The 3 main objectives of a content focused business website?
1. To attract potential customers and retain existing ones
2. To navigate them to the most relevant areas of the site, and
3. To engage prospects and start to build a relationship with them.
In the next post we will look at the key elements that make a smarter business website.