12 Steps for Creating Good Website Content

Source: MarketingProfs.com; THATagency

One of the RSS feeds I include on my site is MarketingProfs, and they featured a very helpful article from THATagency on 12 Steps for Creating Good Website Content. Most of the steps include links to even more useful information to improve your blog content.

Here are the 12 Steps:

  1. UNDERSTAND WHAT PROBLEMS YOUR PRODUCTS/SERVICES SOLVE FOR PEOPLE.

How do your products and/or services add value by saving time/money/headache? Be specific. Be compelling.

  1. IDENTIFY WHO CAN BENEFIT FROM YOUR SOLUTIONS.

Create personas based on commonalities among your existing customers or those of your direct competitors.

  1. KNOW WHO YOU ARE COMPETING AGAINST.

How can you differentiate yourself? How are your products and/or services unique and/or better?

  1. TARGET EACH PERSONA.

Explain how your products and/or services alleviate each persona’s specific pain points. Employ empathy. Address common objections or barriers to purchase/convert. Know what motivators inspire each persona to take action.

  1. FOLLOW THE BUYING JOURNEY.

Create content to target each persona at every step of the buying journey. Lead prospects down the sales funnel, from awareness to consideration, decision, and advocacy.

  1. DO KEYWORD RESEARCH.

While good website content isn’t created for search engines, good website content is optimized to be highly visible in their results. A key part of that optimization involves targeting the right keywords.

Be sure to take into consideration human factors such as relevancy and usefulness (intent) as well as search volume and difficulty during your keyword research process. In addition, think about creating blog content to answer your prospects’ and customers’ most frequently asked questions about your products and/or services.

  1. INCLUDE SOCIAL PROOF.

Reviews, testimonials, awards, and certifications add credibility. Blog author bios add authority for E-A-T.

  1. CALL YOUR WEBSITE VISITORS TO ACTION.

A simple directive phrase like “Subscribe Now” or “Add to Cart” instructs your website visitors on what to do next, making the buying journey clear.

  1. CHECK YOUR SPELLING AND GRAMMAR.

No, really, check it again. According to a recent study, typos on a website’s landing page increased the bounce rate by 85% and reduced the time on site by 8%.

  1. FORMAT ACCORDINGLY.

Yes, this includes using keywords and implementing other on-page SEO techniques. However, it’s important you don’t lose sight of who you are really creating your website content for – people. For example, formatting for people might include organizing your text into bullet points and numbered lists to make it easier for your website visitors to consume.

  1. GET VISUAL.

Human beings are visual beings by nature. In other words, if you focus solely on text, you will not do your website (or your business’ bottom line) any favors. According to a HubSpot studyvideo significantly increases dwell time on websites, while an article by Neil Patel claims using infographics can double your website traffic.

  1. KEEP IT FRESH.

Good website content isn’t set-it-and-forget-it content. Customers’ needs change. Your content should follow suit to ensure your website remains relevant to your target audience.

They have also included a nice looking infographic which you can access here.

Upcoming Event: Scaling Up Your Digital Sales and Marketing is tomorrow!

Scaling Up Your Digital Sales and Marketing is tomorrow!

Why haven’t you registered yet?

I get it, you’re a busy professional. There’s a lot on all of our plates right now. But, I promise you this event will be worth your time!

Here’s why I think you should join us:

  • This isn’t an event filled with fluffy sales pitches. This virtual event is designed for business leaders, who don’t have time for fluff. You’ll learn actionable strategies, leadership techniques and frameworks that will help you drive results, now.
  • You’ll be able to directly connect with award-winning speakers, who have driven millions of dollars in results in live chat through each and every session.
  • Gain a deeper understanding of the key areas in your business that need to be addressed to maximize your success through the rest of 2020 – and you may be surprised at what they are.
  • It’s FREE. What have you got to lose?

Don’t miss out on the opportunity to scale your business, even in 2020!

Click here to register

Hosted By:

For more information contact:

Kristen Harold

Director of Demand Generation

kharold@impactbnd.com

Gartner: Will Digital Channels Prevail Post-Pandemic?

Gartner for Marketing is examining what companies will do with their marketing budgets post-Covid as digital marketing has become the go-to destination for brands amidst the ongoing pandemic. Many marketers have redirected the majority of their budgets to digital channels in a bid to reach homebound consumers. As such, digital channels will account for 80% of marketing budgets this year and marketers are predicting budgets will continue to increase within the next year.

During the pandemic consumers migrated in droves to digital platforms for information, connection, and entertainment. The reliance on everything digital, from websites to social media, magnified the need for brands to budget across channels. More than 70% of brands plan to boost spending for digital advertising, social media marketing, and mobile marketing.

Read the full Gartner analysis here.

 

From Contently: “Content Is Everything Now”

Some 20 years ago the company mantra was “Cash Is King”. But in today’s digital world it is clear that “Content Is King” as described so well in the latest post from Contently.

Here are some key excerpts from the post –

  • They are not just talking about top-funnel blog posts or infographics. Content that impacts just about every part of an organization. Product videos that stop you in your tracks as you scroll LinkedIn and Instagram. Case studies that make you imagine new possibilities. Customer newsletters that make you think “I’m renewing no matter what.” Webinars that miraculously don’t suck.
  • To prove the point see the included graphic below –

The article states it simply at the end – Content is everything now. That’s what will bring you success in today’s world where digital contact is now much more paramount that in-person contact.

Read the full post here.

Work-From-Home (WFH) digital marketers and tech workers are more productive — and burned out

Lots of pro and con takeaways from this recent article at Searchengine land.com, “WFH digital marketers and tech workers are more productive — and burned out.

As the article states initially forced by COVID-19 to implement WFH policies, many companies are now making WFH a permanent option, including Facebook and Twitter.  WFH could also have a major impact on commercial real estate, urban planning, local retail and restaurants and many other aspects of American society and the economy, including marketing.

Some of the key points made in this article:

  • Removing the boundaries around work – such as morning and afternoon commutes – allows employees to work more efficiently, and just plain work more.
  • During the pandemic many workers report working more hours than before it began. That has led many to feel stressedfatigued and even burned out.
  • In a recent survey just over 43% of survey respondents in the top 50 markets expressed a desire to move to a less expensive city and 6.4% said they had already moved.
  • The San Francisco Bay Area topped the list of cities workers wanted to flee for cheaper pastures. Washington, DC, New York, Baltimore and Los Angeles were next in that order. Tech and ad-industry workers were more likely to want to move than their peers in other industries. And men were more eager than women to relocate, as were workers under 40.
  • The shift to more remote work is going to change the lives of marketers and technology workers in subtle and dramatic ways. Companies will be looking geographically at a much broader talent pool and often seeking employees in lower-cost locations to save on compensation.

Read the full article here and be sure to post your comments.