In my last post I offered up some questions to improve your content marketing strategy.
In this the second of two parts, I will prompt you with some more questions to help you create a better content strategy for your business centering on your website.
- Have you started a blog yet?
One of the easiest ways to get into content marketing is blogging. A blog is easy to set up and if based on your expertise (which it typically is), relatively easy to write. It is also a way to create fresh content, something that Google loves. Your posts become indexed in Google’s search and are also highly shareable through other marketing channels like email and social media.
According to HubSpot, a leader in inbound marketing, 43% of marketers reported acquiring a new customer from their blog in 2012; 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly.
- Do you use evergreen content?
Evergreen content (as opposed to trending content) is content that is relevant at any time, in other words it doesn’t have an expiry date. It is something that people will always have a need for and help bring traffic to your website. It doesn’t go out of fashion.
For instance, it could be advice on time management, how to articles on how to hire (or fire) employees, setting up your website for e-commerce and much more. Look for ways to use how-to articles, video or podcasts with content that has a long shelf life in addition to the more of-the-moment tending kind.
- Are you emphasizing quantity over quality?
Just adding more content to your site for content sake isn’t the way to go.
Adding more pages or copy does not equal more traffic, engagement with prospects or sales. Be mindful when you’re creating, adding, or updating pages to your website that you’re delivering value. It could be informative, entertaining or both. This also helps to strengthen your brand.
- Is your content easy to share via social media?
Make your content easy to share by including easily accessible ‘share’ buttons.
Studies have shown people are discouraged from sharing when it’s hard to do it.
So make it easier for them.
If you want people to share your content, reduce the number of steps the reader has to take by adding social share buttons like Facebook, Twitter, Google+ and LinkedIn on every page where relevant.
- Can your customers trust you?
As the popular marketing mantra goes people like to do business with people they know, like, and trust.
As in personal relations, business people want to know you can be trusted. So when website visitors happen to come by your site, let them know you can trusted. A displayed seal from the Better Business Bureau or a Consumer Choice Award on your website can help.
If you have neither and have an e-commerce site that serves consumers consider using shopper testimonials. For a business-to-business operation, testimonials from satisfied customers will help establish greater trust. And remember, a video testimonial, though a little harder to get, adds much more credibility than a simple written one.
What sort of content strategy are you using for your website? We always appreciate and look forward to your comments.
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