So You’ve Built a Website – What Next? Content marketing is an increasingly popular way to improve brand awareness, boosting traffic and prospective clients to your website. But, posting content alone is not enough – it needs to be directed in a precise manner to ensure a reputable conversion rate. Unique clicks are not enough to rest upon.
First impressions are essential – and the design of your website must compliment the marketing content you select to publish. The structure of each page, combined with its functionality, will turn clicks into conversions, adding tangible value to your business.
Marketing content should be strategically placed ensuring that each stage of the buying process is adequately satisfied, from awareness through to action. Following each one of the below tips will ensure that your website flows while highlighting your marketing content of choice.
Content Marketing Tips
First impressions are key and cannot be overlooked. The initial entry point of each new visitor will instantly determine whether they will continue to read on or turn back there and then. They’re aware of your brand, but how do you nail down their interest?
Neutral backgrounds and minimal designs facilitate a comfortable experience for your audience, ensuring that they match the content.
It may sound simple, but the type and size of font you choose can be very effective in engaging a prospective client with your content. Remember, it’s about retaining their interest during their first impression. It needs to be clean. It needs to be crisp.
“In addition to the type of the font, you need to consider its size. Most people would agree that a minimum size of 14 is preferred. Bear in mind that the more accessible your marketing content is, the more interesting your website will be”, – explains Marquita Vega, a Digital Strategist at Resumention and a Huffingtonpost writer.
It is important to structure in a clear manner not only the blog you’ve created, but the feed as well.
Splitting your blog into short paragraphs, moving through the material point-by-point in bold allows reader to digest information easily. Besides, adding graphs, charts, and other supporting infographics help better illustrate the information you provide to the reader.
The feed determines how the content is accessed, how it is categorised and filtered. This needs to be simple and user-friendly – the design needs to facilitate access. When prospective clients look at your marketing content, they should be able to choose which article to be engaged with.
There are a few simple things to consider here. Avoiding unnecessary pop-ups for first-time users is key. Users who have a record of accomplishment of engaging with the blog on multiple occasions are more likely to sign up for further content – but on their first visit, it is a disruption to their experience.
Arguably, the most influential point is your content’s mobile accessibility. How fast and efficiently can the content load on mobile devices without losing any quality? With most people accessing content on their phones, they expect access to the material instantly.
You cannot provide successful content without appropriate formatting. We’ve mentioned structure & functionality, now let’s look at the grammar. Remember, your content reflects your business and should be handled with the same care. Below are some tools we recommend to use:
- Academadvisor provides great formatting guides for content writers.
- Essayroo is a very useful proofreading tool, essential for content marketing.
- Citeitin and Ukwritings are clever grammar checkers that will ensure your written content is up to scratch.
- Easywordcount is a useful tool that will keep your content concise and clear.
- Academized will allow you to simply add in references for accuracy and have been recommended by the Huffington Post here.
Subscriptions & Content Engagement
You’ve held your users’ interest – now it’s time to convert their desire into a viable business customer.
Your subscriptions keep traffic flowing through your website. While it is not a great idea to irritate your clients with pop-ups, a “subscribe” call to action should be included at the bottom of every article. If a user has read and liked your piece, they may choose to subscribe and continue engaging with the material on your blog.
Sharing is another important tool to consider. Sharing marketing content through social media is the medium by which most people will access your website. Facebook alone has reported that users spend up to 50 minutes a day liking new content & material. This is an important way to ensure traffic continues to flow through your website. It needs to be clean, ergonomic, and be placed at the end of the blog or in its title to gently encourage users to share it.
The Big Picture
Marketing content is not just about building interest, but about creating conversions. A clean website design combined with clearly written material reflects the business – prospective clients will use this impression to decide if they want to continue dealing with you.