The Secret to Creating Content That Works Hard for You
Creating content that’s high-quality and adds value for your audience is a solid strategy for building your voice as an expert in your industry. Simply having content available is no longer enough. In order to capture opportunities to reach your target audience, you need website content that’s designed to optimize your website for maximum search engine results.
Take a look at four key steps for creating website content that works hard to help your audience move down the path to a purchase:
Map content to your buyer’s journey. Every content piece you create should have a specific purpose. Is it designed for someone who’s in the initial stages of exploring products like yours, or is it highly specific, created for the final, decision-making stage of the buyer’s journey?
Every company has a specific buyer’s journey, and they vary in length of time, often depending on the level of investment required. The buyer’s journey includes some variation of these steps:
- Awareness: The customer realizes they have a need or problem.
- Consideration: The customer begins to try to solve that problem with a product or service.
- Decision: The customer has an idea of what might create a solution and they’re choosing between alternatives.
You should be creating content that speaks to each of these stages. Your content should not only match the stage of the buyer’s journey that they are in, but also include a call to action that encourages them to move forward in their process. Website content that’s tailored for a stage in the process also helps you identify visitors to your website and what stage they’re currently in.
Optimize website content with visual cues. Visitors will stay on your content page longer if the information is delivered in a way that’s easy to digest. This means including bullet points or other text breaks, a header and lists, plus colors that match your brand identity and visuals that support your points. You should also include an easy and convenient way for your visitors to share your content.
Create content that’s built for website use. Creating website content means optimizing it for speed, accessibility and mobility. If your content isn’t optimized for mobile, you need to regroup on your marketing strategy to prioritize a mobile-first approach. It should also load quickly and be easy to use, both measures that are important for optimizing your results on a search engine.
Test your website content, and test it often. Creating content will have different guidelines in a year, or maybe even in a few months, because search engines like Google regularly update their algorithms to determine which website it will favor. Continue to test your content to see how it’s contributing to your overall search engine optimization (SEO).
Looking for someone that can help you distribute content that’s built to promote growth? At SJC Marketing, we love sifting through analytics to identify where your website could really shine. Contact us for more information!