According to SCORE, only 51 percent of small businesses have a website.
Among those companies that do have such a web presence, many rely solely on website content that increases sales, like blog posts and products descriptions.
However, customer conversion is just one of several important components of a successful website — good online marketing also involves catering to press representatives and search engine algorithms.
5 Types of Website Content to Increase Media Coverage (& Boost SEO Rankings)
Here are five types of website content your business needs to raise media awareness about your brand, improve search engine rankings, and differentiate from the competition in today’s market.
Type 1: An Up-to-Date Press Page
A press page is an area of your site dedicated to showcasing positive reviews and press coverage.
It shows everyone from journalists to social media influencers that your organization is credible.
It also makes it easy for reporters to discover the latest news about your company — which increases the chance they will pass that coverage on to their audiences.
To see real success, your press page should feature at least three elements:
- Well-written press releases
- Media accolades and mentions
- Contact information for the media representative within your company
For a good example, look to the e-commerce site, USA Technologies:
The company’s News & Press Page starts with options to see information from:
- Press releases
- In the News, and
- the Tradeshow Calendar
And when you visit “in the news” there is a chronological list of recent articles, allowing users to get to know USAT and their customers, and see how their “innovative services are enhancing the business of those in the unattended point-of-sale and self-service retail industries.”
Type 2: A Comprehensive Media Kit
A company media kit — sometimes called a press kit — is a consolidated set of resources that provide reporters and journalists with easy access to company details.
At a minimum, your media kit should contain your corporate story, company facts, and high-resolution images of your logo and brand.
The companies have very different media kits, but both are carefully crafted for brand and audience awareness.
Type 3: Relevant Industry Statistics and FAQs
Including up-to-date industry news and statistics on your website can help build your company’s reputation with both press representatives and search engines.
It not only encourages journalists and researchers to pull quotes and data from your website — and share them across the web — but it can also get your company noticed by leaders and investors in your industry.
HubSpot does a great job of publishing an assortment of useful marketing-related information, and the company has even made the data easily tweetable for increased exposure.
A Frequently Asked Questions (FAQ) page is another way to help position your business ahead of the competition.
For maximum effectiveness, keep the page simple — refer to this FAQ page on ThetaOrthotics.com as a good example for small businesses.
A basic yet thorough FAQ page will allow potential customers to learn more about your businesses quickly, reaffirming your company’s expertise in the process.
When writing your FAQ page, be sure to include frequent calls to action (CTAs) that encourage visitors to do things like place an order or contact your business.
For example, on the B Squared Media FAQ Page, we list the most common FAQs we hear from clients, answer them quickly and link to a more in-depth blog post, plus include a CTA to more free resources.
See our example CTA below:
Type 4: Helpful Tools and Authoritative White Papers
Interactive tools lend credibility to your business, and they can serve as a resource for bloggers, researchers, and other press members.
The right tools also encourage consumers to return to your site throughout the buying cycle.
As an example, SolarPowerAuthority.com provides a free solar panel installation cost calculator, giving users a more personalized understanding of what the company has to offer.
A white paper — a cross between articles and data sheets — is another important form of content marketing.
Because small businesses tend not to publish many supplementary materials, this is an excellent way to help your company stand out as an industry leader.
And while these documents are more popular in the technology and healthcare fields, nearly any B2B or B2C organization can benefit from publishing well-written white papers.
To get started, look to IBM’s Silverpop for ideas on how to format, organize, and market your white paper collection.
Type 5: A Founder’s Blog That Appeals to Varied Audiences
A founder’s blog is exactly what it sounds like: a site — separate from any corporate blogs — where company founders share thoughts and resources.
Though publishing a founder’s blog might seem overwhelming, the returns make it a worthwhile effort.
Discussing industry news, posing questions, and sharing challenges and concerns with like-minded professionals will help strengthen your company’s reputation.
Plus, it can generate links back to your company’s site, which can do a lot for search engine rankings.
Your founder’s blog should cover topics that interest your customers, address any pressing concerns, and discuss new products or services, but it should also be used to gain the attention of professionals in your field.
Quick Sprout, the blog written by Crazy Egg and Hello Bar co-founder Neil Patel, is a great model to emulate.
Much of the blog’s success comes from Patel’s effort to humanize his brands, cement his industry authority, and start creative conversations with readers.
Smartly designed website content is essential to any successful marketing strategy.
What have you done to improve your website content and gain media attention? We’d love to know! Give us a shout in the comments section below.