Companies generally do not think carefully enough about the content they are posting on their web properties. The content that is getting pushed out on your website, Facebook page, Twitter account, email newsletters, etc. should all be working together to effectively communicate to your audience.
On the one hand, companies often don’t produce material that gets traction with their human audience. Common problems include poor writing, poor organization and packaging, and overly salesy material. A clear understanding of who you are writing for and what their needs are is a good start to achieving higher engagement.
Then there is another type of audience that many companies don’t even realize they are writing for: search engines. Getting maximum traction with search engines involves creating and packaging content in certain ways that are easier for search engines to understand and digest. Well formed content is an important part of the SEO equation and will help increase your site’s visibility in search engine results.
Effective Content Delivers Value
While there are many kinds of content that your company could create for the web, we recommend delivering value-added content that helps establish your company as a knowledge leader in your product category. This approach won’t work for every company all the time, but if your business situation lends itself to this approach, it can be powerful and effective.
As a thought leader, you can help your customers understand not only your specific product, but also the wider context within which your product may be bought and used. For instance, if you run a yoga studio, the normal thing to do is to pitch your classes and your instructors and the like.
However, if you reposition your studio as a thought leader, you have a larger role to help educate your customers about yoga at a deeper level. To help instruct them on the practice of yoga both inside and outside your studio. To compare what you do with what other studios do in an objective and compelling way that allows customers to make genuinely more informed choices about what is right for them.
Webdot Marketing has worked with a variety of companies to help define and shape their content strategies. We hope you’ll contact us to discuss how we can enhance your strategy.