Understanding the need for creating content on your website, and driving traffic, is one thing. Having that content meet your bottom-line business goals, however, is a bigger challenge that requires creative thinking combined with strategic planning. With the help of a professional inbound marketing agency like Inflow, the following 5 content strategies for the web will empower your content to drive targeted traffic from multiple sources (search engines, social networks, referring sites) and meet your true business goals…the ones that pay the bills.
Freemiums & White Papers (Lead Generation)
Offering free, compelling downloads to your target audience is an easy win for building newsletter lists and driving sales leads. Customers love free stuff, and it’s a great way to funnel new potential customers into your buying cycle. Freemium downloads can consist of nearly any type of content that your potential customer will find valuable, but common mediums include PDF files, instructional videos, resourceful lists and even free trials.
It’s important to nurture new site visitors as they enter the beginning stages of your sales funnel, but it can be challenging to drive these visitors without a proper search engine marketing strategy. Working with an SEO agency that is well-versed in keyword research and link building (both on-site, off-site and in the social networks) will ensure that you are targeting audiences through topical content that is heavily searched for…and highly sought after.
Example: Beginning drawers will find a freemium download like this 26 Free Beginner Drawing Techniques (from Artist Daily) incredibly valuable as they begin learning the art of drawing…and it provides a win-win situation for both the website and site visitors. The website builds their newsletter lists by acquiring email addresses of potential future customers, and the site visitors receive highly valuable, free instruction on learning how to draw.
Crowdsourced Contests (Lead Generation)
Customers love to be appreciated, enjoy being part of a community…and also winning stuff. That’s simply human nature. Otherwise, Las Vegas wouldn’t exist, most humans would live as hermits, and customer service departments wouldn’t exist. So, how can you tap into these sociological concepts with your inbound marketing and web content strategy? Simple: crowdsourced contests.
Through the help of an SEO agency, companies can execute a strategy of user-generated content targeting highly searched topics which will drive traffic, list growth/lead generation and even links (via promotion).
Product Curation (eCommerce)
Creating unique content is quite the challenge for eCommerce websites in today’s competitive Google landscape, and unique articles that curate products based on user interest/need is a great way to combat this.
Many site visitors to large eCommerce sites have a difficult time efficiently finding the right products for them due to the plethora of products being sold and categorized throughout the site. Leveraging the brick-and-mortar solution of floor salesmen, eCommerce sites can take this customer-centric approach to their website by simply creating helpful product guides that help site visitors with a more hands-on approach to finding the right products for them.
When coupled with the expertise of an SEO agency who can create a content strategy based on commonly searched topics in search engines, this becomes a super-charged web content strategy that will drive potential customers in cumulative fashion as time goes on.
Product Rewriting (eCommerce)
The opposite of unique content, duplicate content, is a major problem area for eCommerce stores…especially large eCommerce stores with thousands of products that are also sold on other eCommerce sites. With high domain-authority sites like Amazon to compete with, most eCommerce stores are left with no other choice than to find ways of turning their duplicate content into unique content.
This can be achieved through launching campaigns to build reviews on product pages, rewriting product descriptions or adding some other form of additional content to product pages. Without this, Google has little reason to rank a lower-domain authority eCommerce site highly when other, higher-domain authority, and generally more highly trusted websites have the same product description content.
Working with an SEO agency can help provide strategies toward rectifying this problem through collaborative resource allocation and better product page optimization.
“Best Of” Resources (List Growth & Link/Community Building)
The concept of curation can also be taken to content websites for the sake of newsletter list growth and lead generation. Content websites can provide great value to to their target audience by creating “Best Of” and other “Resource” lists that serve as a bookmarkable page for users to further delve into their area of interest. When combined with a keyword research strategy, promotion and meeting business goal objectives, this becomes an incredible content strategy for the web that will drive links and build a customer base.
Concluding these Inbound Marketing & Content Strategies for the Web
It takes more than creative thinking to turn any content strategy into an effective marketing campaign that drives a company’s business goals. Identifying keyword opportunities, which drive topic focus, and tying business goals into the entire strategy requires collaborative planning and professional skills. Working with SEO professionals who are well versed in the entire process will go a long way toward ensuring that the time, resources and cost produce a profitable return on investment.