Content is King – it’s a saying we’ve all heard, and increasingly, it’s one of the most important things to remember when creating and managing a successful website.
As much as a good website is all about look and feel, speed and accessibility, it’s also all about good content. And that can be much harder than it sounds. You see, it’s no longer a case of any old thing will do!
A successful website is one that goes all out to create the best UX – or User Experience. UX is made up of several elements, including mobile-friendly format, easy navigation, fast upload and useful, engaging content.
Avoid Self-Promotional Content
Too many businesses fall into the trap of publishing repetitive, self-promotional content, or content that is quite irrelevant to their industry. Whilst this may be a quick fix for the website management, it adds no value at all to your content marketing strategy.
So how do you produce non-promotional content, that still sells your product? And how do you ensure that is pleases not only the user, but also the search engines! This is the secret to implementing successful internet marketing on the Sunshine Coast.
Before you even start writing, you need to decide on your goals, and determine your target audience. What are trying to achieve? Is your website designed to attract and inform customers, so that they visit your ‘bricks and mortar’ shop front, or is it an ecommerce site?
Establish Your Goals
If you are selling online, what do you want the content to achieve long-term? Are you selling one-off products, or trying to create customers for life? A lot of questions, I know, but important ones if we are to get content marketing right.
If you are simply ‘filling space’ with your content, you may as well not bother! Firstly, it won’t work as a marketing tool and, secondly, it will actually adversely affect your SEO ranking.
Creating good quality content is your best way of using relevant search terms and keywords. In other words, it is a crucial part of any SEO marketing campaign. It is creates a sense of authority within your industry, making yours the go-to business.
Encourage Audience Engagement
As part of internet marketing on the Sunshine Coast, good content also encourages audience engagement, which will create a brand awareness and therefore generate more leads and sales. It can even be seen as value-adding. For example, your content plan may include useful tips or how-to posts for your product.
When creating your content, remember that mobile-friendly is the key word in website design and development. More than half your audience will be reading that content on a mobile device, so length is important.
Your content should not only be relevant and entertaining, but also presented in relatively short sentences. Make it punchy and fun, if appropriate, and create your keywords based on user intent.
Keep your content fresh, and your publishing schedule consistent. And, most importantly, if you know writing is not your area of expertise, hire a professional to do it for you! This might seem like an additional expense but it will more than pay for itself over time!