There’s a lot about digital marketing that is complex & confusing. But here’s something simple – it’s all about the content.
Content is your bait – without it, you’re not going to catch any fish. And you need to use the right bait to catch the kind of fish you’re after.
What is content? Web pages, blog posts, Facebook posts, Youtube videos, tweets, Pinterest images, reviews, emails, white papers – anything that provides what your customers want – in written, graphic or video format.
For too long, content has been the missing piece in digital marketing. The focus has instead been on the tools, technology and design, rather than on the substance. Not enough attention has been put on the Bait.
The Web isn’t as much an advertising medium as it is an information-sharing one. When determining what content to include on your site, in email newsletters and on social media , don’t focus inwardly on your company, but rather focus outwardly on the people you’re trying to reach.
Content should be focused on getting people to Know, Like & Trust your business.
Your content must be relevant, timely and written in a style that is appropriate for your audience. You need to provide the information they want and make it easy to find. Your online marketing should guide them along a clear path to the action you are seeking.
But few business owners are spending enough time figuring out what constitutes effective content before they pour money into online projects and programs. Time and again, I see small businesses focus their resources on the wrong elements.
All too often the development process puts the cart before the horse. It usually goes something like this: the site will look like this (design), then we’ll arrange the pages like this (site structure) and by the way, someone needs to write the words (content). This is backwards.
In an information-driven world, content is not something that’s just nice to have, it’s critical. Just ask yourself – what are you most interested in when you visit a website? I’ll bet it’s information.
When money is tight and options are limited, go for what produces reliable results – content. Focus on the information you’re providing – the words on the page. It’s hard to go wrong when your website offers well-organized, well-written content.
Not only people read your content – so do the Search Engines. Search Engines index the text on your pages and this is a major factor in how they determine rankings.
Benefits of Great Content
• gives your customers what they seek
• gives Search Engines what they’re looking for
• improves your conversion rate
• separates your website from the competition
We can help you develop the content strategy and persuasion architecture that will result in the most positive visitor experience and help distinguish you from your competitors.
- Web pages
- Blog posts
- Email newsletters
- Social media posts
“After spending two years contracting and failing to develop professional content for our business web site Anne came to the rescue! I strongly recommend her to anyone that needs marketing expertise!”
– Randy Sklar, Owner, Sklar Technology
