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Is your website ready for content marketing?
By now you should know the benefits of a coordinated content marketing campaign and that your content should have a purpose. But before you start creating your content and promoting it, you need to ask yourselves, is your website ready for content marketing?
A key reason for opting for content marketing over other forms of marketing is because by using an inbound technique you have the ability to control the conversation on your own turf.
Your own turf is your website, but is it up to scratch? Creating your content is one thing – planning where to place it is something completely different. Ever since its origin in the late 1990s, many companies have adopted a ‘blog strategy’, often because they thought that they should since everyone else was doing it.
Decide where to put your content
When you look at the websites of many companies and organisations, it’s interesting to observe where they put their blog or content pages. For many, they are quite hard to find and have very little internal linking from the blog to other areas of the site.
Where will your traffic land once you’ve acquired them, and where do you want them to go next?
At That Media Thing, we believe this is a mistake. Your blog, or whatever you want to call it, is your way of showing off your expertise in a non-salesy way to encourage engagement with your potential audience. It needs to have some connection to what you do, so it makes no sense to hide it away without any links to your services or sales pages.
Plan out customer pathways
When planning a website build or rebuild, one of the first questions you should ask is what are the customer journeys or pathways. Where will your traffic land once you’ve acquired them, and where do you want them to go next?
When thinking about the look and layout of a site, many companies focus too heavily on the homepage. Yes, it is important, but it’s not necessarily always the first page your visitors will see.
However you promote your blog content, for example through advertising, SEO or newsletters, the traffic you acquire will arrive on your content pages, not the homepage.
This means that you need to design your content pages in a way that will enable and encourage visitors to stay on your site. Your goal should be for them to digest more content, explore your services, and then perhaps to sign up to your mailing list. Then you can truly start to engage with them more closely and ultimately turn them into loyal customers.
Are you looking to redevelop your website? Then email firstname.lastname@example.org for a chat