Tips To Improve Your Content Marketing Strategy – Part 1

illustration of a world map on folded paper

As the old saying goes “if you don’t know where you’re going, any road will take you”.

And with your content marketing it’s important to have a strategy so you can take the right road.  If you do get off course, you’ll need a roadmap to get you back on the right path.

In the digital marketing age, an effective website is critically important for a strong content marketing strategy.

In this, the first of two parts, I will give you some tips on creating a content strategy for your business.

Here are some questions to ask yourself to help “road test” your website:

  1. Is your content viewable across different platforms and devices?

This year a major milestone was reached as 60% of all time spent in digital media is now coming from mobile devices, so your website and the ability to have it viewed over various platforms and devices is a necessity.

As such, your website content should be optimized for smartphone and tablet devices. And I’m sure you’ve likely observed through your own experience that a lot of content does not look good when viewed via mobile devices.

You could invest in a separate mobile website, that is one designed specifically for viewing on a smartphone. But as an absolute minimum today your website must use responsive design. That means that the website adjusts to the various computing devices for optimal viewing; obviously this is important as more and more people are accessing websites across a variety of devices.

As well, Google is now including mobile user experience in the ranking of website search results. And we all need to pay attention to what the king of the search engines is doing.

  1. Is it easy for visitors to find what they’re looking for?

Perhaps it seems obvious, but your site should be easy to navigate. Your visitors should be able to quickly find what they are looking for. Put another way, fewer clicks usually leads to more sales.

Remember most people read from left to right and from top to bottom on your webpages. Therefore a good strategy is to have your feature tabs for the main landing pages arranged horizontally with your menu bar at the top of each page with subcategories listed underneath.

  1. Do you guess about customer keyword searches?

Simply put, don’t guess on keywords that your customers may be using.

Try using Google’s AdWords Keyword Planner tool to research keywords, based on terms that are relevant to your product or service, landing page(s), and to get historical statistics and traffic forecasts.

And as Dan Wilkerson, marketing manager at LunaMetrics advises:

“And keep in mind a user’s intent. Someone searching for ‘windows’ could be looking for information, the software or to buy replacement windows … someone looking for ‘cheap windows’ is more likely to be interested in buying.”

  1. Is the product content you’re creating unique?

While it may be tempting to copy and paste the manufacturer’s product descriptions to your ecommerce site – don’t do it!

While this may save you time, the search engines are looking for unique content and reward those sites that deliver it.

Also give the search engines a reason to crawl your website by refreshing your content every three to four months. If this it hard for you to do, consider blogging or adding regular articles to your website as a way to bring fresh content that those web spiders are hungry for.

What sort of content strategy are you using for your website? We always appreciate and look forward to your comments.

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