Seven Tips to Improve Website Content
If you're looking to pump up your demand generation processes, you'll need a solid plan for website marketing. Content should be at the heart of that plan. Here are seven website marketing tips you ought to remember while shaping your plan:
1. Don't neglect to do the groundwork. Before you start any marketing activity (no matter how strategic or tactical), you need to understand what success looks like. How does this activity translate to immediate or eventual sales and revenue? How do you choose from among many compelling website marketing ideas?
2. Focus on the buyer, not yourself. If you don't define customer personas, you'll only be able to produce product-specific content. This sort of content won't find any lasting favor with buyers because it leaves little room for dialogue between sellers and customers. That's why it's so important to think like a user of your products might, not just as an owner of business.
3. Don't pitch your product at every stage. Content marketers can be overly assertive at inappropriate times. White papers and datasheets have their place at the right point in the sales cycle. In the meantime, give the people what they want: interesting content that makes their life better. Too many content programs focus on new features, chest-beating on company milestones, and otherwise weaving strong product tie-ins into every new piece of content created. That content has its place, but your readers (customers and prospects) will gravitate toward content that independently provides value. That type of content will spread like wildfire.
4. Don't forget to include calls to action. Every content asset should have a call to action. This does not mean "have a sales rep call me" (unless this is late stage). It means providing access to the next step.
5. Don't forget that effective content marketing is a two-way street. Creating content isn't enough. To really accelerate your impact, you must devote time to responding, commenting, engaging questions, and so on. If you're just a one-way communication channel, even with good content, your prospects will go elsewhere.
6. Content marketing is not an afterthought. You should see content as a holistic marketing practice that targets appropriate markets. Don't break it into webinars, white paper efforts, and social media campaigns run separately; this creates a fragmented experience for your audience. Content marketing is at its best when it's used to pull everything together so that an experience in one channel makes sense or adds value when the audience switches to another channel.
7. Don't underestimate the power of various formats when considering website marketing tips. Written content may be the core of your content strategy, but don't forget video, podcasts, or short, embedded slide presentations. Consider whatever other formats your audience naturally gravitates toward. Content is an asset. Using it once and then relegating it to a resource list page on the corporate website is a shame.
In closing ...
Good content marketing is absolutely the most important consideration among website marketing tips. It requires an on-going commitment, not a one-time investment.
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