Content

Improving the most popular pages on your website can increase conversions.  Take a look at the pageview data in Google Analytics (or other analytics provider) and make note of the top three pages (other than your home page) visited.

You may not have intentionally created the most popular page on your website with the thought of it being specifically a landing page. More likely, it is a page you created some time ago that highlights services or products you offer. It may even be a nearly random blog post you wrote because you hadn’t published one lately.

Take a good look at your most visited web page, the time your visitors spend on the page, and where they go after viewing it.  Are they filling out your form, subscribing to your newsletter, or calling you?

• Proof your page again. You may be surprised to find a typo or two. Fix them.
• Update any outdated information.
• If you don’t have a photo or visual, add one.
• If you are talking about more than one topic, use sub-headers.
• If you have other pages on your website related to the page topic, link to them.
• List additional resources at the bottom of the page.
• If you do not have a “Call to Action” on your page, add one.

Improving your most visited pages gives you more chances of increasing conversion rates.

Learn more about increasing conversions by calling us today!

1-800-281-9993 or 608-822-3750

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This is the first of a short series of posts on How Content Marketing Benefits Your Small Business.

Content Marketing is more than a buzz word. Done right, it will benefit your small business, community, or association.  So, if it is not a buzz word, what is it?

Here is the definition from The Content Marketing Institute.

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Okay, I know that reads a little like a mission statement straight from a committee from a galaxy far, far away, but let’s talk about getting started with an outline of some of the elements. As we are getting started, it is important to remember, Content Marketing is only effective if it is focused and delivered to the right audience.

Important Elements of Successful Content Marketing

Audience

• The most critical element
• The old adage, “If you target everyone, you’ll hit no one” is worth remembering
• Learn who and where your audience is, and what they do, online and offline
  • Demographics of key social networking platforms – Pew Institute
• Your audience-preferred media channels, formats, and communication styles may vary widely

Objectives

• Raise brand awareness
• Lead generation
• Build email list
• Convert prospects to customers
• Retain customers

Determine Goals

• Specific outcomes and benchmarks
  • Increase number of forms filled out per week, specific number of new subscribers, etc.

Subject Matter

• Determine your core message. (The primary benefit you offer your customers.)
• Align your core message and your reader’s interest
• Focus on benefits for your audience

Content Type

• Email Newsletter
• Blog post
• Video
• Tweet
• LinkedIn
• Facebook post
• E-book, white paper

Distribution Method

• Blogging (RSS Syndication)
• Twitter
• LinkedIn
• Facebook
• Google+

Schedule (Depends on delivery type)

• Daily, Weekly, Monthly
• Try to be consistent

Of course, we are just scratching the surface here. Watch for our next post about How Content Marketing Benefits Your Small Business.