If you’re new to the world of online or trying to improve your presence on the web, deciding how to fill out the content on your website can be pretty daunting.
Many businesses reach the conclusion that their business just isn’t interesting enough to create content around. This is wrong! Trust us; there is nothing in the world so boring that it can’t inspire some content which can help bring in customers.
Remember that the wonderful world of online content can encapsulate many different things – it is not just blogging. It covers any form of media on your website, including text, video, images, audio and more. Anything which can be consumed by your visitors counts as content and can be the clincher which turns a curious visitor into a paying customer.
Many brands get it horribly wrong, so here are some of our Only Digital tips on how to get your content moving in the right direction.
Step 1: What does your customer want?
This is the most crucial step in planning your content if you want to get it right. What are visitors to your website looking for?
- Information – There is nothing worse than a company homepage which doesn’t explain what they do. What services or goods are available? Someone who knows nothing about your company should understand what you’re about within 30 seconds of reaching your homepage.
- Instruction – If what you do might be considered complex or niche then demystify it for new visitors. The easiest way to do this is by including a FAQs section; this content is relatively easy to write and can help boost your site’s search engine visibility too.
- To buy – If you run a shoe shop then the above probably won’t be much use, so make sure your site is a shrine to shoes! Populate the site with related news, or guidance on topics like how to buy the best running shoes. Provide content which makes it simple for the customer to find the shoes they want.
Step 2: What do you want?
Gearing your content to customer needs should not only improve search engine visibility, as Google favours user focused content, but it should keep visitors on your website longer and hopefully improve conversions.However it is important to optimise your content strategy to for what YOU hope to achieve as well as working towards customer satisfaction:
- Sales – How do you create content which will drive sales? First of all it is important to understand this is a long term process, and that content may not immediately convert to sales. However, it helps build a relationship with prospective customers who will hopefully return to make a purchase in future.
- Build Trust – Depending on your line of business, short-term sales may not be your primary objective. For service providers, it is often a case of attracting potential customers to your website to build up trust and brand recognition which may convert to a buying customer in the future.
- Thought Leadership – Similar to the idea of building trust, a common tact is using content to position yourself or your company as an expert in your field. By demonstrating expertise this will inspire confidence in customers as well as associating your name with the product or service in question.
Step 3: Finding the perfect balance:
It is important to find a balance between what the customer wants and what you want. People will be turned off if you bombard them with sales pitches, they want to research and make their own decision - all you need to do is nudge them in the right direction. The general consensus on this is that a good general mix is to make your content around 70% informative and 30% promotional – this avoids being overly pushy but reminds the audience what you offer.
Follow this simple 3 step process and you will become a content whiz in no time at all! For more information on how we can help you with content and other digital services, contact us.