Content strategy, a marketing buzzword that is all too familiar and often over-thought, can greatly increase not only your search results but your business leads as well. Having an effective content strategy can be accomplished in a variety of ways, keeping your website fresh and your visitors engaged.
The first and the most important thing that having good content on your website can do for your business is to attract clients. If the content is missing, your site can’t be found and if it is found, buyers can’t make informed decisions about your products and services. By adding optimized content that speaks to your target markets, you can not only attract new business but entice decision-makers to take action.
Without a defined focus, website content can easily become just words on a screen. By focusing on a target market and implementing a plan to reach that market, through blogging, updates to the about us pages, and posting compelling copy, you will not only reach new clients, you’ll increase your credibility with your existing ones and increase your SEO.
One effective way to reach your target market with content is with case studies. Everyone likes to read them and often can identify with them. It creates a connection with prospective buyers and they are more likely to contact you to find out if you can do the same for them. Additionally, case studies can contribute to your status as an expert. By giving real-world examples of how your products and services have benefited other clients, you gain credibility and trust.
Anyone who is researching a product or service online has questions. Coming to a website that easily answers the majority of the questions they may have about the services you offer or the product specifications and ability makes your site one they will return to for additional information and future sales. It can be as simple as a well-written FAQ page of your site – with just that – frequently asked questions.
The more interaction you have with your clients and prospective clients, the more in touch you are with their questions and objections. Knowing these when planning content strategy can help create compelling content that not only speaks to your target market but can also help you increase your SEO.
Blogging is a great way to keep your content fresh and to be able to quickly update your buyers, current and prospective, to any changes in your offerings. Additionally, it is a great way to speak to secondary audiences and increase your overall customer base.
Content strategy requires time at the initial outset. Researching your target market, knowing how to speak their language, and studying their buying habits and values is the start to planning out your content strategy. After you define your target market, the next step is to develop case studies and content based around answering questions and providing solutions for your target demographic. From this point, well-written content can not only create return visitors to your site but also generate new buyers.
Are you happy you learned a bit more about the importance of an effective content strategy, but still need a bit of help? Idea Marketing Group is a Chicago website design firm that specializes in SEO and content strategy. Contact us to see how we can help!