Think of your company’s website as a twenty-first century revision to twentieth century collateral: your objectives remain the same, but the road to success is entirely different. To solidify your company’s position within the online marketplace and accomplish intended goals, you need to reconsider print-oriented paradigms, and engage like a digital strategist. Here’s what the experts are doing to make their content sing:
They Know What They Want to Achieve
It’s important to know what you want to achieve with your online content. Before you begin writing and posting, make sure you understand your goals, and think about what your target audience is looking for when they click on your site. Your content should reflect an intersection of these two sets of needs – yours and your audience’s – in order for the magic to happen.
They Employ Strong Headlines to Encourage Curiosity
According to Copyblogger: 80% of headlines receive a 20% click rate. To stand out from the crowd, make good use of an irresistible headline and an equally compelling dek. This means resisting worn-out phrases like: Great Product! Great People! (Just…no.)
Their Content is Original
Companies that are comfortable in their skin, and know what they’re all about, have all kinds of opportunities to break from the pack by providing fresh and engaging content – be it wacky, compelling, moving, or instructional. If what you’re putting out there is consistently true to your brand, your audience will look to you as thought leaders within your industry or segment.
Keep in mind that when it comes to online communications, originality and etiquette are not only desirable, they’re mandatory. Google is constantly updating their algorithms to weed out sites that copy other business’s content, continuously reinvent their own content, and sites that are far too aggressive with their pop-ups.
Their Content is Actionable
Who better to provide your readers with tips and information on the HOW TOs within your industry than you? This is a great way of enhancing your integrity, and yielding the all-important trust factor. Create content your audience can put into action, and their loyalty will soar.
They Create a Highly Engaging Experience
From the moment a potential customer is brought to your landing page, your content should immediately grab their attention. Entice your audience by giving them the reasons they need to click through your site, learn more, and contact you.
A great way to engage your audience is with an interesting anecdote. Draw on an event that aligns with your company’s values and take potential customers on a who, what and why excursion that conveys your understanding of industry challenges and your expertise in overcoming perceived barriers. You’ll never go wrong when you show your readers who you are and what you stand for.
Remember: Content that is shared or commented on is something search engines will catch. The more popular your page or blog post, the higher it will rank.
Their Content is Short and to the Point
There’s a difference between settling into a newspaper, and settling into reams of online text. According to an article in ScientificAmerican.com, screens may drain more of our mental resources compared to newsprint, making it harder to remember what we’ve read when we are done.
When creating online text, be sure to eliminate extraneous words and florid language, and remember to incorporate key words to improve SEO. The ideal length of a blog post is 7 minutes, 1,600 words. If your analytics show that audience engagements are lasting less than a few seconds on any given page or post, it’s time for a cold-blooded edit.
They Know Where Art and Life Intersect
63% of consumers are more likely to consider or contact a business when an image shows up in their search results, while 67% of consumers say the quality of a product image is “very important” in their purchase selection process. The takeaway here is this: steer clear of banal stock photos. Instead, accompany your unique, concise, compelling content with complementary, high definition images.
Your website gives you the opportunity to establish your niche, and influence target customers in a fluid, contemporary, and cost-effective manner. Perfecting the seven elements listed above will put you well ahead of the crowd. If you need help, contact Corporate Writers – we live and breathe this stuff.