A website’s content is often the main reason for why users visit, remain on and return to that website. Businesses that understand this and create a strong website content strategy are far more likely to reap the benefits of having an online presence than those that don’t. Such a strategy must take into consideration the fact that the difference between mediocre and resounding success is the presence of unique, high-quality content.
Creating a Successful Content Marketing Plan
Since content is definitely the key to online success, it can be easy to assume that any content is better than none at all. However, weak content fails to make a desirable impact and can, therefore, limit your marketing success. Fortunately, there are ten easy ways to strengthen your content so it creates the desired impact time and time again:
Be Concise
With so many content options to choose from, readers are more likely to scan a piece before deciding whether to jump all in. If the point of the piece is hard to determine or the subject matter seems to jump all about, readers are likely to drop the piece and move on to the next one. A concise piece makes its point clear and allows the reader to recognize it is worth reading.
Provide Value
Readers need to have a good reason to read a piece of content–it must provide some value to them. This value can be in the form of answers, solutions, education or amusement. You may also deliver in the form of unique content that cannot be found elsewhere.
Have a Specific Target
Rather than trying to communicate to “everyone”, a piece of content should have a specific target audience in mind and it should communicate directly to this target audience. This includes the communication of not only the topic itself but also the tone of the piece. Although this does mean that your content will not be read by as many individuals, it will prove far more valuable to those who do read it.
Keywords
The appropriate use of keywords can ensure SEO of content pieces so that readers can easily find them. However, keyword stuffing can not only penalize a website’s piece of content, it can turn off readers. Keywords and keyword phrases should occur naturally throughout your content and not attract undue attention.
Reputation and Trust
When you work brand references naturally into content pieces it helps establish reputation and trust. Readers learn to associate that brand with quality and honesty, which can keep them coming back for more time and again.
Lead to Conversions
Without reducing itself to cheap commercials, content should try to open the door to purchase opportunities where possible. If well done, content will drive readers to want to make a purchase–they need only be shown the way.
Real Customer Experiences
Readers sit up and take notice when presented with evidence that others have benefitted from a company’s products or services. Whether these are outright statements or clever inferences, they can improve a business’ image in the eyes of readers.
Be Shareable
When content really speaks to audiences, readers want to share it with others. The value of having your content shared widely through social media cannot be overstated–it helps you to reach far more readers than you would be able to on your own.
Attractive Writing
When you present content in one big block of text it is incredibly unattractive and can drive readers away before they even take a moment to scan it. You can make content more attractive by separating it into short paragraphs and interweaving with bullet points or images.
Technical Perfection
Regardless of how appealing and valuable content may be to the reader, spelling, grammar, and other errors throw off any reader. You should always proofread the content prior to publication.
By following these points your content will stand head and shoulders above the crowd, drawing in and engaging more readers who become loyal customers.
