If you’ve done much reading on the subject of social media you’ve no doubt seen the phrase “content marketing”. It’s basically a fancy was of saying the stuff on your website and in your social media outreach. Which takes longer than just saying “content marketing”.
As we become more and more inundated with messages, posts, ads, Tweets, check-ins, etc we become a bit more blasé about what we care about and certainly what we retain so it’s important that any messages you’re sending out to promote your business contain relevant content.
This means blogging, Facebook updating, Tweeting and all that other stuff to maintain a presence and attract attention. And although these efforts are very important for securing a decent showing in a search query it’s more important for attracting (and retaining) customers.
So we’re going to spend some time in the content management universe. There are a few things to remember as you plan your attack. First off: the website.
Spend time on your design:
The days of static, never changing websites are gone with Netscape. Having quality design with professional images and compelling copy can’t be overstated. And it needs to change often so when you interview companies to design and develop your site ask about content management access or the ability to have them change it out for you in their contract. Even linking your latest blog post to your home page makes each visit unique. Slapping it together shows and we’re all too web savvy now to stick around.
It’s more than advertising:
Your website content isn’t just about self-promotion it’s about information. When visitors land you’ll need to answer a few questions. How will you solve their problem? Make their life better? Make them happier? Text, of course, is vital but photos are as well. Don’t skimp, we are becoming more and more visual, and we retain less so if confronted with a ton of words and few images you risk losing them. Content rich sites also have plenty of links to offer more information, more images and more entertainment.
A recent survey from About.com found that companies using the web to share content and educate their audiences were more trustworthy, established authority and were perceived more positively. Eighty-three percent of consumers said they trusted companies that offer different resources that helped educate them through the buying process.
Stay tuned for the next post ‘cause we’re going to go outside!