At the hub of every marketing strategy is your business website. We’re living in a digital world and your website is the face of your company in that virtual world. Before you unleash the content marketing beast, be sure your website is the best representation of your company and set up properly to allow visitors to find the necessary information to help them on their journey.
Most business websites do a decent job of informing visitors about their product or service offerings. However, if you’re going to be successful with your content marketing strategies then there are a few aspects of your website that you’ll need to be sure are in place.
The number one aspect to any good website is having an analytics system tracking your website’s activities. There is simply no excuse for not having one since Google offers their Analytics program free of charge and it’s an amazing piece of software. There are many benefits to having an analytical tool, too many to list here, but the biggest reason is to have valuable insights on your website, the single most important piece of marketing collateral.
If your website isn’t mobile friendly, then it’s time to add this functionality. The Pew Research Center claims that roughly 77% of Americans now own a smartphone and that number is steadily climbing. Many smartphone owners use their device to surf the internet, improving their user experience will increase traffic and conversion rates.
You’ll need a call-to-action button placed in strategic areas on relevant pages such as individual product pages, landing pages, and blog article pages. A call-to-action encourages a visitor to take the necessary step to obtain additional information or start dialogue with a representative of a company. It should be easy to find yet not overly distracting where it might take away from the web pages message.
A blogging platform is a necessity to your content marketing strategy. This platform should allow you add content and organize that content. It provides additional opportunities to be found on search engines. Most websites have roughly 5-10 pages on average but having a blogging section gives you a way to add a lot more pages. Through social media and other channels, you can promote your blog articles. It also humanizes your brand, builds authority in your industry, improves conversion rates, and generates inbound links.
If you’re committed to content marketing strategy then you must have pages created on a handful of the most common social media channels. Why not have social media icons linking to those pages from your website in a place that is easy to find yet not too distracting?
A great way to track your content marketing strategy activity is through landing pages. The landing page is a standalone web page created solely for marketing campaigns with a call-to-action. A good landing page that aligns well with the campaign message will increase conversion rates.
Customer success stories are used to help set expectations of potential customer by providing examples of how your products or services successfully helped like-minded customers. These success stories are usually written in a story telling format and include testimonials. They offer proof to a potential buyer that your solution will work for them.
This twenty chapter e-book includes research and planning, and a breakdown of content, digital, and events marketing strategies.
Brian Lundgren is a marketing professional, musician, and family man living in the Southeast region of Massachusetts.