Content Creation: The key to your websites’ success

Every decent website revolves around the same thing: content. A Unique, relevant and up-to date content is highly influential in how successful a website and marketing campaign performs. However, many find that content creation is very challenging and it is one of the most common issues in a business. Often this is due to a lack of time or resources, or simply that people don’t know where to start.

content creation Marketing Website Statistics

 

 

 

 

 

 

In order to create content and use it for marketing purposes, a business needs to consider how the content will be shared on their website and various online marketing platforms. It is also important to consider the frequency of content and who the intended audience is. There is a wide range of options for online marketing, such as social media, email marketing, website content and blogs. There is plenty for a business to choose from!

Many studies have been conducted into the effectiveness of having a content strategy. These studies have found that higher levels of content on a site can have an impact on the business’ marketing strategy and overall search engine ranking. These are just some of the benefits of having a steady stream of fresh, targeted content:

  • Increase levels of traffic to a website
  • Increase amount of enquiries/ leads received via website
  • Build up followers on social media
  • Enhance brand awareness
  • Become trusted within your industry by writing content to showcase abilities and knowledge

 

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Sounds great! But how do you create content?

Content creation doesn’t have to be a daunting task. Every business has something to talk about, whether it’s a new product or service, an upcoming event, or an opinion on a recent industry related story. Not forgetting the most important (and easiest!) source of unique content; customers!

Creating stories around customers and the services/products they have received is the easiest form of content to write. Start by asking the customers for their feedback. The comments that they provide can be used to as the focus point of your content, and this can be shared throughout all of your marketing activities. After all, word of mouth and referrals are the greatest sales tool!

Our top tip for new content creation is to include as many targeted keywords and phrases as possible. This will help towards search engine rankings and help sites such as Google to understand what the content is about. But remember to keep it natural and don’t stuff keywords in randomly. This could be seen negatively by Google and other search bots.

Once you’ve got some content and keep going! Set yourself a target and allocate some time for putting together more. Try to keep to a regular schedule, even if it’s just a blog post every month. It all helps!

 

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The Do’s and Don’ts of Email Marketing

Email marketing remains the single most popular customer acquisition channel, but in 2015 76% of emails were deleted within 24 hours. Read our top do’s and don’ts to make sure your email campaigns are working for you.

Do test. Test different browsers and email clients- there are many ways of reading emails now. Test for spam- it is never going to convert if it doesn’t reach the inbox in the first place. Test results – A/B testing is all about you, which method works best? You could test your call to action, subject line, the specific offer, the text and images.

Don’t presume anything. Don’t presume you know your demographic – test. Don’t presume your template is the best. Test!

Do use a short and simple subject line. With 89% mobile users deleting emails before opening, subject lines can be killer. Keep it punchy.

Don’t forget mobile. 50% of users check email on mobile devices, so everything should be built mobile-up.

Do use a clear and impactful call to action. This is what will convert your email into clicks.

Don’t bombard them. Don’t spam. Don’t annoy people. This will only lead to the unsubscribe button.

Do know the best time to send. Traditionally midday in the middle of the week is the best time to send emails, but with mobile users the whole game has changed. The best way to find the perfect timing? Yep, that’s right! Test!

Don’t ramble on. Get to the point quickly. You only have a few seconds to capture their attention.

Do use pre-header text. If your image doesn’t load, pre-header text will still communicate the main subject of the email to the recipient.

Don’t be afraid to try new things. Even if your email is working well, don’t be afraid to switch it up a bit. Everyone gets bored of having the same thing, and there could be an even better solution. Also, customers get complacent in what they expect from you, try surprising them.

Do optimise images for lighter load. Especially for mobile. You don’t want the quality to be bad but you need to think about how long it is going to take to load on mobile, there is a fine line between image quality and weight. Find out what it is.

Don’t end up in the junk folder. There are plenty of things you can do to ensure you reach the inbox. Don’t use the terms “free”, “click here” or “buy now”. Think about image to text ratio and image size and weight. Don’t use ALL CAPS, especially in the subject line. And avoid excessive use of exclamation points!!!!!!

Do be selective when buying email lists. Buying lists is a common practice, but you need to be targeted, and make sure those people are relevant to your demographic. Sending to the wrong demographic can be damaging to your brand.

Don’t be discouraged by bad results. They might not be as bad as you think! Industry standards have an average click-through rate of 1.5-5.7%. Even if your results really are bad, this just gives you an opportunity to not repeat your mistakes. Why didn’t a particular campaign work? Find out, and make sure your next campaign is better!

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