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Content is a form of barter. It’s a tool that must be used to best effect. The content of a website – while extremely important – is actually nothing more than a potential meeting place where people of similar interests congregate to teach, amuse or sell ideas and business opportunities to each other.

This is why all your content needs to tie in with your branding message and visuals.  Understanding and accepting that no one will read every word on the site is necessary. People generally like to scan quickly tending to clue in on visuals, quickly deciding to continue or leave. Planning your content generation and distribution needs to be a part of your online marketing strategy in order to optimise your sites output.

Four Factors Regarding Effective Content Strategy:

1. Targeting search engine traffic with content

Investing resources into writing topical articles based on strong and relevant keywords is a great way to grow traffic to your website, particularly if the copy is original and useful. Set your business apart by using as well as owning unusual long-tail keywords that clearly explain who you are and what you do for example “Wicklow tours” would become “Wicklow hill walking and mountaineering tours”

We could waste time wondering which is more important, keywords or content. The fact of the matter is, regardless of which of the two appear to be of greater importance, neither is of any value without the other.  A list of topics is a better way forward as it allows the writer to think freely and creatively while focusing on what’s expected of them.  Target keywords (i.e.: ones likely to improve website traffic) can be worked into the content afterwards with a little discretion.

2. Growing your online social presence with positive interactions

With internet users spending ever increasing amounts of time on social media and blogs than on email, it makes perfect sense to make use of these media to reach potential customers. Once you have chosen the appropriate social media platforms for your company, think about what content would interest your existing as well as potential customers and what types of content promote positive interactions.

Getting viewers of your Facebook page to hit the “Like” button or to follow your company page on LinkedIn is only step one. You‘ll need to continuously update your newsfeeds with engaging content if you want your ‘followers’ to make repeat visits to your site. Social media dashboards such as Hootsuite and Socialoomph can sort and schedule all your posts in advance.

3. Creating Topical and Timely Content

The right content strategy considers seasonal industry factors, recent news and recent/upcoming events. Consistently producing new and topical content can push your organization to the forefront of your industry as a thought leader and establishing your ability to keep track of the latest developments in your industry

A content plan ensures that your online marketing staff always set aside time for these brand/company boosting activities. Consistent posting and regular interaction with customers are key. Internet users want to consume content and chances are that if you are not producing content that they find useful one of your competitors will be. Including a structured and targeted content plan with a calendar of deadline into your existing online marketing activities will help you remain competitive online.

4. Solving problems before during and after the sales cycle

Genuine sales service actually begins before the sale is even made. As high a number as 88% have declined to continue dealing with an organisation solely from how they were made to feel either on the phone or at a reception desk.  What you can do on your best day is what the customer has every right to expect all the time.  Keep in mind that the same sales service principles you apply to your front desk and sales departments should be applied to your web presence and online marketing activities.

One of the most important yet most overlooked factors in maximizing conversions is the unwillingness to pre-empt problems with what you’re selling. A portion of your content plan should be considering what information sales prospects would find useful.

In conclusion a diverse content strategy – when implemented to compliment your overall online marketing activities – will not only lead to an increase in conversion rates and revenue but will also help drive companies toward an important cultural transformation, one that can elevate them above competitors and help them stay there. Inspiration Marketing in Dublin is keenly aware of this fact and continually strives to push the boundaries for our online Marketing clients. Over the years Inspiration.ie has developed a sterling reputation in this regard. Below are just a couple of comments left by some very satisfied clients.

If you would like to discuss the Online Marketing plan for your business and find out what content strategy will work for you call Inspiration Marketing on 01 230 3184 or email us at ask@inspiration.ie.

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