Marketing Blog

Killer Web Content

Jan 18, 2010 by admin

In the online world content is still king. Marketers need to have teasing and effective content on their web sites, in their email newsletters and on social media to attract customers and brand followers.

Valuable and relevant content is what makes people subscribe to your newsletter, click a link and become customers.

However, creating content can be tough, whether you’re a writer by trade or not. After all, there are literally billions of pages online, many well written, some trying to convert readers to buyers, and some successfully using the web as a business portal.

This guide gives clear tips on how to create content that will stand out today and tomorrow.

1. It’s Not Always Marketing
Many companies publish there print marketing or email marketing campaigns on their web pages, thinking the web content form is no different than a sales letter or an email. Web content is similar to emails we send out in some ways, but less personal. And 10 page sales letters you get in the mail would rarely work online. Think of providing useful content first.

2. Hire?
And if you want to create useful content, the questions comes up. Should you hire a professional web writer? It does depend on your goals for the site, how much the words on it will mean, and your budget for the entire project. Clearly, words sell more than any fancy logo or picture (which are also important), so you want your message to be stated correctly. Sometimes, you or someone in your organization can create the content. On the other hand, that time could be better spent elsewhere.

3. Be Clear That You Are Selling
Just about every web site online is trying to get the reader to do something, whether it’s signing up for the newsletter, buying the product, clicking the link, or donating to the cause. Many avoid this entire part of it, pretending not to sell things then hinting at it. Be clear with what you’re selling to customers. They are used to being sold to, and respect those who are upfront about it.

4. Optimize Correctly
Search engine optimized content is where you may need the help of a professional. SEO copywriters are not always cheap, but they can correctly optimize all your content so it’s search engine friendly.

5. No Fluff
Many web owners who can write–but don’t have enough time to write a lot–tend to up the “fluff” factor of the content. They dance around with keywords, place personal stories, then try to sell after a forced 500 words of content. This is a common mistake with an easy fix: write shorter, or write on subjects you’re more familiar with.

6. Expand
You want to go beyond just a few successful web pages. Most successful web companies expand in some way, whether it’s hiring a full time writer to adding a complete new website to company. This is prime, because in this full market the more you sell the better your chances.

7. Convert
Content should all convert in some way; even non-profit companies try to create donations. Web content which converts defines any online business. If you get a 2-5 percent conversion rate, for most sites that’s pretty good. If you get 10,000 hits a week, you can expect a good profit.

8. Collect
Lastly, by collecting we are talking about leads and more chances for conversions. This means collecting things like emails and standard mailing addresses. With these, you not only convert once, but you create a repeat customer. You can’t run a website without customers returning to buy again.

Courtesy the Marketing Advisor.