Creating and marketing your website content

More than ever, your audience is using the internet to get the information they want. Whether it’s researching the best car to buy, the best places to fish, or looking for a local accountant – we generally turn to the internet first. Smart business owners are realising that being the source of credible, valuable, and easy to find information is great way to boost website traffic and make sales. Here’s a few tips on using content (words), pictures and videos to attract and convert information hungry consumers.

Develop a clear message and content strategy

Take the time to plan and develop your content strategy with a clear message and action. What information is your target market looking for? What message would you like to communicate? What action would you like them to take? You may have different strategies for different target markets and different digital platforms. Your content strategy will roll out through your website content, articles, social media posts, promotions, images and overall brand persona.

Optimise your website content to meet goals

A website is the face of your business. Clearly and professionally communicate your brand message, services, sharing information, capture leads and cross promote your social media platforms. Clear calls to action, usability, conversion optimisation, lead capture and mobile compliance are important.

Engage in traffic building activities

Keyword research and SEO (search engine optimisation) strategies are essential for generating traffic to your site. On page SEO begins with good keyword research and a clear content strategy. Off page SEO strategies can include PPC (pay per click) ads, article submissions, back linking, local directories, PR and blogging. Google+ Local pages (formerly Google places) are a good way to boost your organic search results.

Be savvy and cross promote

Cross promotion helps people find you on the channel that works best for them. It also saves you time and builds a buzz around your content. Publish your blog posts and articles to Facebook and Twitter, push the same content to LinkedIn and Google+. Send traffic to your website from your e-marketing campaign. Social media dashboards like Hootsuite are perfect for managing and cross promoting your social media networks.

ETC will be holding workshops on content development and marketing, advanced social media marketing and developing a digital marketing strategy. For more information please contact ETC’s Matt Angel on 0427 942 925 or Fiona Barden on 0400 825 170.