So after a lot of hard work you sign off your new website and there it is, all shiny and new, with journeys mapped out ready to be used. Time to put your feet up and wait for the enquiries? Unfortunately not. Now the real work begins and it’s all about (yes, you guessed it)… content.

What exactly is content?

Content is basically anything that you put on your website. It can be in any number of formats: news articles or blogs, case studies, infographics, videos, demos, press releases, photography, white papers, research papers, presentations or slide decks. The list is endless.

Good content needs to be well-written, relevant and interesting.

Why do I need content?

Today more than ever, your website is the most important marketing tool you have. According to research by the CEB, buyers complete 57% per cent of their decision making before they meet or engage directly with a potential supplier.

Think of your site as your virtual salesman ­– it needs to be up-to-date, engaging and bursting with expert knowledge and helpful advice. 

By publishing meaningful, fresh content on a regular basis, you will have a better chance of keeping your users on the right path throughout the buying process. You will also have a better chance of your website achieving good page rankings on the search engines, particularly Google.

How do I go about creating it?

Understanding your customer’s buying journey is key to working out what content you need. Generating the right information that will gently persuade and influence a user’s decision at every stage of the buying process.

Agreeing a content marketing plan internally is a great way to spread the responsibility throughout your organisation and allocate different authors or contacts for third party writers. Just like an editorial calendar, you should agree subject matters according to your visitors’ needs and deadlines/publishing dates. Don’t forget to integrate with your other marketing activities to amplify the message and ensure you keep consistency.

When it comes to writing, you can either nominate people within your organisation or if time is an issue, consider using outside help. Case studies in particular, are best written by a third party. White papers and research papers may also be commissioned and written by third parties.

Consider creating content ‘assets’ such as infographics, demos and video material. Use your website to host interactive content such as games, questionnaires or customer surveys. All these things help to make your website more ‘sticky’.

Try to make sure the information is easily digestible – enable the customer to drill down if they want to, but not to have to wade through masses of text or graphics that they might not have the time or desire to read.

What next?

Don’t forget to tell people about your content! A certain amount of visitors will be picked up by organic search, but you also need to drive people to your content. Email marketing and social media are effective for communicating with those users you have already identified and who have ‘opted in’. Just make sure that you are only pushing content that is relevant to them.

To bring in prospects that are unknown to you, online advertising, ppc or social media sponsorship campaigns are good options and can be highly targeted. 

You can also leverage relationships with industry influencers and online networking groups to distribute the content further.

Finally, as always, measure response to see what works best.

If you would like us to help you with content creation or planning, just let us know. We can help with copywriting for a range of different pieces, creation of engaging infographics and photography.

Written by. Debbie Parsons

Debbie Parsons