A strong content strategy involves more than just advertising and blogging. Content marketing is valuable to every aspect of your business’s online presence – from your about pages to your product descriptions and social media profiles. Whether you’re operating an online storefront or client services organization, a thorough content plan can help boost your business.
The trick is to generate simultaneous appeal for all phases of the buy cycle, as your website attracts audiences with a range of needs. While some of your visitors may be ready to click through and “buy now,” others are still in the information stage and focusing on research. Some users might have even found your website by accident (via your inbound marketing campaign), without a particular shopping objective in mind. Through content, you can create strong bonds with customers across the shopping spectrum whether they’re ready to buy now, later, or not at all. Follow these essential tips to get started:
1. Consider content beyond writing
Not a fan of writing? No problem. Think of your content strategy more holistically as a blend of photos, videos, and compelling graphics. Your goal should be to boost conversion rates, and depending on the type of business you run, you may find stronger success with one content channel over another. If you’re showcasing a client service organization, for instance, consider providing a video introduction to your team. To establish your business as an industry leader, consider publishing some colorful and engaging infographics. Content marketing means more than just blogging, so make sure that you keep exploring your options.
2. Humanize your product and service descriptions
Focus on more than just the “whats” of your products and services. Emphasize the “whys” and “hows” too. Why should prospective customers do business with you, and how will your products and services make their lives better? Your goal should be to answer these questions to make strong connections with your prospective customers. This strategy provides a unique way to make your brand memorable and to help you stand out from your competitors.
3. Build community through moderated user reviews
With the rise of social media, online communities are more powerful than ever. If your business sells a product a service, you should consider incorporating a reviews, rating, or testimonials section. Both consumer and B2B marketing are driven by referrals and peer recommendations. Rather than forcing audiences to research your brand elsewhere on the Internet, provide a forum for prospective customers to learn more about your business right-then-and-there.
If you’re powering a reviews section, keep in mind that it doesn’t need to be 100% positive. Your prospective customers don’t expect you to be perfect, and they’ll value your honesty. If you receive a review that highlights room for improvement, respond to the commenter with tact and dignity. Thank them, acknowledge the concern, and explain how you’re committed to doing better. What’s most important is that you get the discussion going.
4. Build internal links
As a business owner, you should strive to keep customers and prospects as engaged as possible. Your content strategy is essential for reinforcing this goal. Especially if you’re writing or blogging, you should always provide a next step for customers to take towards a sale. In some situations, people aren’t ready to click the “buy now” button, however, they might be interested in reading more of the content that your brand is publicizing. No matter what type of content you’re distributing, make sure that you give your customers an opportunity to keep reading with links to additional articles or opportunities to learn more. People aren’t always ready to jump into a sale, so make sure that you keep them engaged with your company as long as possible.
Beyond promoting customer engagement, internal links are valuable for promoting strong SEO. Your internal links provide cues to search engines that your website includes subject matter depth and topic expertise. Internal links can be as simple as references to blog posts from article pages or references to product pages from blog posts. No matter your strategy, just make sure to focus on content depth and continued customer engagement.
5. Add a FAQ section
People don’t have time to browse through paragraphs of content. More often than not, your customers need information quickly and up-front. To help your visitors find the information that they need, create a streamlined questions and answer area – even better, give your visitors the option to submit their questions too. You can always link out to other videos or pieces of content to provide your visitors with additional depth. Just keep it simple.
Final thoughts: be unique
Your content strategy will be one of the most important tools for helping you stand out from your competitors. Don’t hold back from giving your content some personality. Be charming, witty, or funny if you can. Your goal should be to make a memorable impression, so let the people behind your brand shine through.