Content Marketing Tips to Improve Your Business Website
One of the major issues with most business websites is that they're largely lifeless in more ways than one. Not only do they come off as feeling cold and calculated, but they're updated infrequently - thus leaving a lot of people wondering why they should be paying attention to you at all.
A major way to get around this is to build a content marketing strategy for your brand. Not only is this an effective way to generate more traffic from things like search engines and social media, but it's also perfect for creating a better first impression for new visitors as well.
If you truly want to use content marketing as an opportunity to improve your business website, there are a number of important factors you'll need to keep in mind.
Building a Consistent Look and Feel
By far, the most important step you can take when building a content marketing strategy for your business website involves really thinking about a consistent look and feel for everything that you're about to create.
Everything - from blog posts to Infographics to your home and landing pages - should feel like it was created from the exact same source. Oftentimes, success here is less the product of any one major move and is more about a series of smaller ones. If you use an online logo maker to create a logo for your home page, make sure that same version of the logo is present on blog posts and even your social media channels, too. When writing blog posts, make sure you're using the same "voice" that you would on your business website.
This creates a much-needed sense of continuity for your visitors, which allows you to better create the type of first impression you need to attract their attention and establish yourself as an authority at the same time. If these elements aren't consistent, you run the risk of confusing people as to who you are and what you're all about.
Collaboration is King
Speaking of consistency, another critical thing to understand is that content marketing isn't something you "do once and forget about." It's not even something you can really get away with thinking about once a month at this point. In order to generate traffic to your business website, you need to be creating as much content as possible as often as you can.
At a bare minimum, you'll want to use various content creation tools to pay attention to the topics that are important to the members of your target audience. Then, use those same ideas to come up with as many potential content topics as possible so that you can turn them into blog posts, white papers and other types of collateral one-by-one.
If it sounds like content marketing can quickly become a full-time job, that's because it absolutely can - and it's not necessarily one that you're going to be able to complete alone. This is why collaboration is important in content marketing - others around you will be able to help you generate the types of pieces that people are likely to respond positively to in the first place.
During this time, you'll also want to come up with a schedule for when your content goes live. This will likely vary depending on exactly what it is that you're talking about. For blog posts, you'll want to make sure they get published a few times a week, right around the same time of day. This is a subtle way to "train" your audience to always check back in with your business website, as they won't want to miss anything important. So if you begin publishing blog posts on Mondays, Wednesdays and Fridays around noon, make sure you stick to that schedule for the foreseeable future.
For more involved content like videos, that can be a little different. You can post on your website that you're hosting a live video Q&A session every Wednesday afternoon, for example, to invite people to tune in and ask important questions that have been on their mind. Regardless, whatever schedule you start to build, make sure you stick with it as much as possible.
Varying Up the Types of Content You Work With
As stated above, content marketing is no longer JUST about blog posts these days. People love all types of content and it's up to you to help them scratch that itch if you want to drive as much traffic to your business website as possible.
In addition to straight text blog posts, don't be afraid to experiment with visual types of collateral like Infographics. Tools like Visme (which I founded to help people better communicate with one another) can be invaluable to that end. Not only are they a perfect opportunity to illustrate even complicated ideas in a visual way that anyone can understand, but they're also great for link building. Infographics and similar types of content are perfect for sharing on social media and every time someone clicks "Like" or "Retweet," you're increasing the chances that they're going to find their way right back to your business website where they belong.
You could also start a podcast - a process that is far easier these days than a lot of people realize. You don't necessarily need professional recording equipment or access to a recording studio. In a lot of cases, an external microphone for your computer can be purchased for $50 or less down at the local electronics store. At that point, all you need is a topic and someone to bounce a conversation off of and you'll be ready to go.
In the end, just remember that content marketing is truly the marketing of the 21st century - and that is one trend that shows absolutely no signs of slowing down anytime soon. But provided that you approach your own strategy from the right angle, you'll be able to improve your business' website and your ability to connect with your target audience in one fell swoop.