30th April 2013
content-marketingGenerating relevant and interesting content to build customer loyalty has never been more important.

Whether you are producing content for a blog, white paper, website, video, app, magazine article or for social media sites such as Facebook, Twitter and Linked in, you will need to have an ongoing strategy for developing content that is of interest to your customers.

How can it work for you?
Content marketing is about creating and sharing your valuable knowledge with customers. We all know a lot about our own business sector, products, services and related topics; therefore by freely sharing that knowledge you are developing a wider relationship and interacting with your customers.

A good example of this integrated approach is a blog. Adding content to your website via a blog has many advantages:
  1. If you have a blog on your website and post regular articles, not only does the blog provide useful information for your visitors, but it will improve the page rank of your website on search engines.
  2. New content shows search engines that your website is being regularly updated, again good for page rank.
  3. Search engines will "crawl" the new content in your posts, which have the potential to show up in online searches.
  4. By allowing readers to comment on your blog, they can leave a message against your post, which may be useful for market research and customer insight.
  5. Link your blog to Twitter, Facebook and Linked in and gain backlinks to your site.
  6. More visitors to your website will help to improve page rank.
  7. Circulate your latest blog posts via a monthly email to your customers and prospects list.
  8. Provide an option for visitors to subscribe to your blog to receive notification of new posts.
Whichever method you choose to communicate with your audience, it is important that the content is useful, interesting and informative and does not sell.

Well written content can improve the position of your website in search engine rankings; poor content can alienate your readers and have an adverse effect on your ranking.

The same rules apply to case studies, videos and press articles; think about what content your readers would be interested in and decide on the best way to communicate with them.

Mark Langston
We get asked this question many times.

There are a lot of factors that will influence where your website will appear in the search rankings. Some of the factors to consider include:
  • How old is your website compared to your competitors?
  • How competitive is your market?
  • How pro-active are your competitors on keeping their websites refreshed?
To give your website a fighting chance against these influences that are out of your control, your site will need to be better than your rivals. Think of it as a house that you are trying to sell for the highest possible price in a very competitive market.

The foundations and fabric of the building need to be well built.
The technical elements of your website need to be correct as specified by the search engines. This will ensure the content on your website can be “read” by the search engines so that they can correctly rank your site, some examples include;
  • Tagging your images with relevant captions,
  • Checking for errors and running validation tests,
  • Site maps
  • Url rewriting
  • Using software to find the keywords your customers will be using to find your website,
  • Writing good content using your keywords
  • Analysing your competitors content

Keep it well maintained.
You need to keep it in good condition and looking good so that when people visit they get a good first impression and want to come back again. It needs to be up to date and use the latest technology.You need to refresh your pages and add new pages regularly. This is where a blog can be very effective for continually adding fresh content. Combined with social media it can be a very powerful way of getting your message across to new and existing customers.

Wow factor
Create a wow factor.
Like the smell of home-made bread, inviting hallway or a new kitchen, first impressions make all the difference. An inviting home page with content that will grab the attention of visitors will make them want to look around and stay longer.

Good houses attract more potential buyers and interest.
Likewise, attracting more visitors to your website is one of the factors that will improve its page rank. Get your social networks working for you and commenting on your products or services to help drive more traffic to your site.

Just as your Estate Agent will give you feedback from visitors, you need to have all of the analytics available on your website to measure visitor numbers, time on site, pages they visited and jump off page etc. so that continual improvements can be implemented.

For more information about how to improve your website go to our Search Engine Optimisation page.

Mark Langston

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