Content Marketing Plan—7 Secrets on What You Need to Do to Get the Job Done
In a lot of ways, your website content plan is the crux of digital marketing.
With the ease of accessibility the internet affords, it’s much easier to create an audience and reach prospective customers than ever before. But there’s just too much noise on the internet. The digital and social markets get even more crowded by the day, making it difficult to stand out in the sea of never-ending content.
So, how do you go wading through all the noise to attract the right audience to your website?
Great content marketing can help you become more visible online. It engages and educates your audience, fuels SEO, and gives people a reason to keep coming back to your website. The best website content provides value to your audience and engineers demand for your products and services. The content mediums you choose determine how effectively you can reach your target audience.
Let’s look at the major forms of content you should add to your website content plan to enhance the appeal and effectiveness of your website as a digital marketing channel. Master these, and you may just transform your website into the ultimate engagement and lead generation tool.
The Different Types of Website Content Writing
1. Blogs, Listicles, & How-To Guides
The goal of an effective content marketing strategy is to connect audiences with valuable information. This is precisely why blog posts are the primary drivers of website traffic.
Every company needs a blog. That’s a non-negotiable aspect of doing business today. Long-form content allows you to match up with popular search engine queries and drive in organic traffic.
Blog articles provide an SEO-friendly medium for distributing narratives, useful information, and company news in a story format. They’re also a great way to gain inbound links and optimize for long-tail keywords.
Unlike traditional media channels, content on the internet doesn’t have a shelf life. It continues to inform potential customers for years to come and at no extra charge. As such, it’s important to focus on evergreen topics and create content that will always be of interest to your audience.
2. White Papers, eBooks, and Reports
White papers are the language of thought leadership. They’re essentially persuasive, authoritative, and in-depth reports on a specific topic. But, a white paper is not a product pitch; but rather an advanced problem-solving guide that’s useful and informative.
Your customers – existing and potential – want reassurance that you can offer solutions to problems they face now and in the future. White papers, eBooks, and reports allow you to showcase your expertise and industry knowledge. They increase brand trust and authority and establish your company as an agent of change.
Most white papers sit behind a landing page with a contact form on it that collects email addresses and other details for prospecting purposes. As such, white papers are also a great way to get leads into your contact database and start them on their buyer’s journey.
An infographic is a collection of imagery and data visualization that provide an easy-to-understand overview of a topic. With the proper use of color, negative space, and other graphic design principles, you can present information in a memorable, easy-to-digest, and entertaining way. Plus, infographics deliver a welcome break from the usual text-based content.
What’s more, infographics are incredibly shareable, which provides a way to build backlinks to your site. They can also be used as part of your social media marketing strategy. Image and graphic posts are perfect for image-based social media channels such as Instagram and Facebook. Use them to guide prospective customers to your website for further engagement.
Video is the most popular type of content on the internet today; hence it’s a must-have in any website content plan. Consumers like videos because they’re entertaining and engaging.
As such, video content has a high return on investment. They keep people on your website longer and provide a means to share your success story and engage with your audiences on a deeper level. Your audience can get to know your team, your values, and why you do what you do, allowing you to build trust and credibility.
In the fast-paced world of digital marketing, video marketing is just as important for search engine optimization as the written content on your website. Additionally, you can use videos to educate your audience on your products and share demo videos. Videos are amazing for getting all sorts of messages out there. They break up the monotony of only having static text-and image-based content on your site.
5. Audio content
For a one-sided medium, podcasts are incredibly effective at building customer relationships. Podcasts have actually grown to become one of the most powerful marketing and advertising mediums on the internet. They target niche audiences that your business aligns with and allow you to share new ideas and build trust in your audience. You will make your brand organically and create a community that’s engaged with the vision you have for your company.
Podcasts provide an avenue to reach a one-of-a-kind audience – one that is attentive and receptive to what you have to offer. They’re also a great way to establish authority and become a thought leader on a particular subject.
Reviews and testimonials are some of the best ways to build credibility with your audience. The great thing about testimonials is that they come in many forms, such as reviews on social media, formal case studies, and real-life customer scenarios presented on your website. As part of your website content plan, testimonials can be the differentiating factor that gives your audience that one final push to buy your product or service.
Here’s an industry tip: Don’t hide all your valuable customer feedback on one testimonial page. Scatter the testimonials throughout your site, from blog posts to landing pages, to serve as social proof.
7. Case Studies and Client Profiles
Case studies and client profiles are, in many ways, similar to testimonials. They’re a way to share success stories and show potential clients exactly what you can do for them. Writing case studies requires you to work with existing or past clients, which is why they hold a substantial amount of weight with readers. If you can tell a prospective client a story about how you helped another business in a similar situation to theirs, then they’re more likely to buy what you’re selling.
The great thing about case studies is that they help clients make a more informed purchasing decision. Case studies make a great lead magnet and offer a way to stand out from the competition. They remove any uncertainty about how your products or services work and are an effective way of building trust with new customers.
Tip: Include Calls to Action
Each page of your website should prompt your readers to take a specific action. In addition to having CTAs on your web and landing pages, include them in other marketing content such as blogs, emails, and e-newsletters.
Make sure your calls to action are easy to see and click on (even on a mobile device). You can use pop-ups and chat windows to grab customers’ attention. Some common prompts:
- Book now
- Contact us
- Download for free
- Get a free quote
- Shop online and save
And don’t forget the business basics. Make sure your customers can find all information they’re looking for at all times. You’d be surprised how many websites fail to include the business address, phone number, or hours of operation.
Attract More Customers to Your Website with Your Improved Website Content Plan
Audiences want to find value wherever your brand is present, from your website to social media. A business website is more than just a static marketing piece. Diversifying your website content plan with different types of content can give your brand the competitive edge it needs to stand out.
But first, you must define the type of clients you want to attract. Content works best when targeted to a specific kind of reader. Use your web content plan to address your target audience’s wishes, problems, and business objectives. This way, you’ll attract more of the kind of clients you need to build a business.
So, what kind of content will you be creating next?
A web content development professional can help you create content that matches your brand voice and provides website visitors with an experience that’s both memorable and informative.
Take your marketing strategy to the next level and start creating high-level content with the P3 Agency. We specialize in SEO optimization and web design in Clearwater. Contact our team today to get your free marketing assessment!