For any business owner, the company website is one of the most valuable marketing materials. It is often one of the first points of contact for prospects, and as they say, first impressions are everything. A website’s content, when managed effectively, ultimately contributes to higher conversion rates, increased revenue, and better customer service across the entire business. But before the content creation process begins, there’s a few questions to ask yourself that will save you time and aggravation.
I don’t mean cutting down the amount of work you do by reusing the content of your brochures and data sheets. Instead, gathering and utilizing the context, message, or tone from these established materials can give your brand a kind of “time-honored” consistency. In addition, users and potential customers will often respond and more easily relate to content they feel is familiar. That’s the trick—making sure your content is updated and “fresh,” but reinforcing the same message / values that you’ve established your business around.
The point above, as you might expect, leads to the issue of your audience. To attract, engage, and ultimately convert customers with a website, it’s important to have a firm grasp on who makes up that audience and what they want to see. Choosing your desired segmentation, identifying their interests, needs, and expectations, and finally aligning your content with those attributes makes for a smoother process and a better, more impactful end result.
When all is said and done, what happens next? Where do you take your content after your project is complete? The good part about pondering this is that there is a wealth of options for your new web content. For example, you can create an optimization plan to ensure it stays fresh and relevant. You can also use your renewed branding efforts to update your marketing materials, brochures, pamphlets, social media pages, etc. The goal here is to form a solid information architecture with a steady stream of relevant content. No matter how you end up using it, understanding the applications of new content is a big step on the path to better marketing.