The way people consume content is changing radically. Just a few years ago, the goal of content marketing was to bring visitors (prospects) to your website. Content was designed to be viewed ON YOUR WEBSITE. However, new content forms emerged, repositioning social channels as the primary content destination, rather than pass-throughs to your website. A seismic shift has rocked the landscape.
Want to turn more of your “lookers” into “bookers”? Use “you” instead of “I”. Don’t brag. Share. Be a trusted advisor. Connect, recommend, and refer. Differentiate yourself. Make it easy for new prospects to self-select and move forward. And, above all else — Don’t Sell! That’s how you can convert more of your prospects into clients and customers. Read more
Effective content services assess your business requirements, your user goals, and content needs. This includes developing a competitive site analysis and Gap analysis (identifying where your competition is weak and how you can use that to your advantage). Finally, it means developing a content strategy that is aligned with your particular business. The details look like this:
- Conduct content audits and inventories
- Create editorial guidelines
- Define the editorial workflow for each client’s projects
- Advocate for the user’s needs
- Educate clients on best practice
- Defines and approves UI standards, templates, and site structure
- Approves new site creation, structure and permissions
- Create a search optimization plan for content
- Write original content or edit content written by others
- Develop, maintain, and enforce editorial style guidelines
- Facilitate content reviews
- Help with CMS (content management system) selection
- Develop a content strategy document
- Assess, catalog, and organize web site content (called a content inventory)
- Assign and track new content development (called a content matrix
- Create taxonomy/nomenclature lists and definitions
Could you say that again?
Yes. Best practices, followed religiously, and applied indiscriminately to every case can often spell DISASTER. Every business is different, and therefore every website (designed for every business) should also be different. I believe that there is a unique solution to every problem – the tool should fit the job at hand, not the other way around.
Too many web developers, theme developers, and marketing copywriters suggest ‘their’ solution, built on ‘their’ best practices, will solve ‘your’ problem. The problem with ‘their’ solution is that each business is different, each market is different, and each business owner is different. If you add up the small differences the total equals UNIQUE.
While best practices can serve as a good guide, they should never be followed as a cookie-cutter blueprint solution to your particular business problem. Effective solutions require unique questions. It’s how Einstein theorized relativity, how the Wright Brothers developed their airplane, and how great businesses get built offline and online.
Don’t be a follower. Look for unique solutions to your unique problems. Doctor of Content can help.
We all know that fresh content is vital to SEO success. It’s also important for visitor conversion. And, it’s important to not only have your most prominent pages (home page, etc…) “freshen up” every now and then, it’s also important to push out new content on a regular basis.
From a search engine standpoint – it gets spiders coming back more frequently, which gets you indexed more thoroughly, more often, and often better. From a visitor standpoint, it gives you the opportunity to excite and engage the visitor more. More and more, we are seeing that visitors need more than a catchy landing page, a great offer, or a slick form to turn in to leads or customers. Search is becoming less and less a direct conversion tool, and more of a sales process that you need to nurture in order to get the customer.
What does this mean for your business? Read more
- Donald Trump’s Brand Reputation Shenanigans January 25, 2017
- A Seismic Shift In Content Strategy January 17, 2017
- Video Eats the Internet November 20, 2016
- The Future of Mobile is Video October 23, 2016
- How to Communicate More Effectively October 12, 2016
- Convert More Prospects Into Clients October 12, 2016
- How To Develop a Successful Digital Marketing Strategy October 11, 2016