Content marketing, as the name suggests, is the use of specific and useful content to help market your business. It’s not outright marketing of a product, service or company per se, but instead indirect marketing that emphasizes creating content that is generally valuable, relevant, and consistent to your customers and client bases. In an ever changing world where people are bombarded with advertising, companies have had to learn that old campaign strategies are just not enough to market themselves. Much of the general population is fairy immune to these types of strategies and many big companies have learned this. That is why many favor content marketing over traditional approaches.
There are many companies that use different variations of content marketing, but perhaps one of the best examples is Home Depot. As well as doing their usual promotions and ads on the homepage, you will also notice that there is a section dedicated to DIY projects and ideas that you can carry out yourself. Home Depot frequently publish free guides and tutorials that are tailored to those are interested in making improvements and repairs around the house without the need of hiring a professional or a contractor. The libraries for these DIY projects and ideas is extensive, well organized and above all useful. This in turn has allowed them to develop a loyal customer and fanbase, who turn to them when seeking advice, products and services. Even visitors will be more included to buy their products after reading some of the DIY projects and ideas on offer.
So how can you use content marketing to boost your website sales? Well first it is important to establish exactly what content you want to publish on your website. Remember, content needs to be useful, informative and worth a read to your target audience. If, for example, you have a hotel or some holiday homes in a popular beachside town, then perhaps generate some content that specifically helps out tourists that are visiting your town. What are the best restaurants around? What leisure activities can they do during their stay? Can you provide a detailed map? Are there other places to visit close by? If they’re just travelling through, where can they go to next? It is important to understand that you are providing knowledge and insight that your customers don’t have. Even if people only use your content for some ideas and to answer their questions, they will definitely keep you in mind for next time – which can be just as important as gaining a new customer.
So now that you know what content you want to use, it is now important to understand that web design can influence how a customer can reach your content. Accessibility is perhaps the first step. For example, for all our content marketing, we showcase it on both our homepage and our blog. You might want to consider doing something similar for the content that you post as well. Just make sure that it is easy to find and access (i.e don’t hide it in sub-tabs and multiple links). Also, make sure your content is readable and easy to understand. Chunking content into recognizable paragraphs with subheadings is a big help when it comes to readability. Many people might not want to read everything in your post – just the points that are relevant to them.
Finally, where appropriate, use as many visual aids as possible. There are a lot of people that are visual learners who prefer graphics and photos to fully understand new topics and information. Try and include some type of media (photos, video, etc) in all your content. Sometimes it may only be appropriate to post on or two media items. However, if you are giving instructions on something, then try and post as many visual aids as possible. Not only does your content become engaging and more interesting, but it really helps out those that don’t like to read through a ton of information. Overall your content needs to hold visitors attention, which is something that can be easily done with visual aids.
For more information and advice on content marketing, then be sure to contact us.