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.
How does one communicate more effectively…on the Internet?
Compelling digital marketing experiences appeal not only to a prospective new client’s needs, but to their EMOTIONS. Effective websites, blogs, newsletters, and video provide helpful content and convey this simple message: “You really do care and understand me.”
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
Forget What Your Website Says…What Do Visitors Actually See?
Take the 5 second home page test!
Test #1 (of 3) in the Doctor Of Content series: “Get Webfit & Get More Clients”
Your home page may have several well-crafted paragraphs detailing your product, service, and company history. But what does your audience actually “get” and what will they remember?
- Did you answer any of their burning questions?
- Does your website offer a personal touch or just that same old “corporate speak”?
- Will visitors think you are a hard-sell, a scam, or a reliable source of information?
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
- 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