Many people might ask the question: “As we already have content on our website and on our blog, why is your content going to make a difference?”
It depends whether or not the content you have already written on your website is attracting or, more importantly ‘engaging’ with your web visitors. In many cases where I assess websites, I find the content to be rather dull and uninspiring. Your content should have an impact on the reader and grab their attention with both your words and, of course your imagery.
To create ‘effective’ content, you first need to know ‘who your visitors are’ and ‘where they have come from’. You need to understand what frame of mind they are in when they reach your content.
By this I mean, are they a first time visitor or have they come to you after already having read an article that covers a particular issue?
In other words: Are they just researching or are they now ready to buy from you?
We can’t always know these answers, but if we construct a ‘route’ for our prospective customers to follow, then we have can better retain the focus of these prospects.
The way we write content is important but the overall solution for a successful content marketing strategy involves the creation of landing pages around your website, which focus on different customer types, or personas, and how to attract them to your door.
Allow me to explain…
Landing pages: How can they help to attract customers?
First you need to ‘connect’ with a possible target customer with a piece of information, a headline or an article, that is of interest to him.
It is critical that this content is published in a place relevant to your ‘chosen’ sector.
Your article needs to show an element of ‘understanding’ by the writer and ideally it should contain some research, that the writer has done – in order for it to be perceived as credible.
The main focus of your article should be on the issue that is relevant to the customer and it should stay focused purely on this one issue.
I see too many businesses trying to get multiple messages into one article, thereby overloading the reader with too much information, and thus losing his attention.
Within the article, there needs to be some mention of you or your business as someone who understands the particular issue. There should also be a brief illustration of how you have successfully helped other businesses, in a similar position, in the past.
There should also be a link for the reader to gain quick information about you, your expertise and your credibility. (Read my article on ‘The Speed of Influence’ and how it will shape business on the internet in the future)
This is what I mean by ‘effective’ content and it should now have gained the attention of your reader.
Create a ‘downloadable’ document
The next stage is to offer this reader a more in-depth report or ‘whitepaper’ style document about the same issue.
This is very powerful if it is relevant to his particular sector.
This content should be sitting on your website on a landing page that is solely focused on this same sector, so when the customer reaches the page, YOUR expertise in HIS sector is reaffirmed.
This keeps him in the state of mind that ‘you are the person to go to’ as you understand his sector.
Finally, If the headline on your document is sufficiently tempting to him, then he is very likely to give you his contact details in return for a download of your information.
For help with getting cleverly-written content in front of your chosen target audience, please contact me via: david @m3publishing.co.uk