Why Content Marketing Is About More Than Being Found by Search Engines

Despite the fact that most businesses now recognize the importance of content marketing, it’s still possible to go on the internet and find websites which are difficult to navigate and have uninspiring content. Apparently, these businesses are able to attract potential customers to their sites but it’s hard to imagine that they are able to keep their attention for long.

It’s possible to build a website in such a way that people are able to find it; maybe the website shows up in the first few results of Google and Bing. In other words, the website may be optimized for search engines without being optimized for customers.

If your aim is customer acquisition and retention, then you obviously need to do more than just get found by customers. You need to keep their attention long enough for you to make a sale. And, if you’re aiming even higher, then you need to make a good enough impression on them to make them want to come back at a later date, when they need your product again. You might even be aiming to get them to recommend your product to someone else who needs it.

All this can be accomplished through content marketing which is geared directly towards the consumer and not search engines. Here are a few tips to get your content marketing efforts off the ground:

Make It All Visually Appealing

This is one aspect of content marketing that really can’t be emphasized enough. Most people think that the key to content marketing is creating interesting written content. And it’s true that engaging your reader with well-written content can help you keep their attention.

However, the first thing that any viewer is going to see is your website design i.e., how your website looks. They’re going to take in the layout the images, the font, the way in which your written material is displayed and the colors you’ve used. So it’s important to bring all these elements together in an appealing way.

  • Bring All the Elements Together: Think of the process as throwing together a stunning outfit. You might have a great skirt, blouse shoes, earrings and handbag. But they may look awful together if they don’t match. On the other hand, you may have a moderately cute skirt, blouse shoes, earrings and handbag which end up looking stunning when worn together. Putting together a website is somewhat similar. Each element doesn’t need to be stunning. But together, they should have a stunning effect.
  • Create the Right Website for the Right Purpose: When you put together a stunning outfit, it also has to suit you. It has to look good on your skin tone and your figure. An outfit that looks stunning on one person may not look the same on another. The same is true of websites. A website that seems great for a certain company or product may not work for another company or product. So you might feel very attracted to a website you have seen but it may not be right for your company. For example, a website that works well for teenagers won’t appeal to a middle-aged audience. A website that works well for a furniture-selling company isn’t going to work for a company that sells financial products.

Keep It Simple

Once you’ve come up with a layout that appeals to you and works for what you’re selling, you can start working on the written content. The key to good written content is to keep things simple. Most of the time, this also means that you need to keep it short. Additionally, keeping your content conversational, avoiding jargon and dividing the writing into short paragraphs can help a great deal in holding your customer’s attention.

  • Give a Quick Overview: You’re probably going to have various tabs in your website and some written content under each tab. People aren’t going to look at these to get pages and pages of content about you, your company or your product. They probably just want an overview of things that they can absorb quickly.
  • Emphasize the Distinctive Qualities of Your Company or Product: You probably already know what the distinctive qualities of your product are. You need to make sure that you put these up front and center. The same goes for the distinctive qualities of your company or your company vision. Explain everything simply and succinctly. At the same time, don’t gloss over important pieces of information. Make sure you give enough detail to convey exactly what you’re trying to say.
  • Keep It Conversational: A good way to maintain the balance between saying too much and saying too little is by imagining that you’re talking to your best friend. How would you impart all the information you want to give in a conversational way? That’s the way in which you need to write your content.
  • Short Paragraphs and Subdivisions: The way in which you divide your content is also important. First of all, writing short paragraphs makes the content seem more accessible to the reader. In general, you don’t need to write more than three sentences per paragraph. Four or five sentences should be your maximum. Subheadings, bullet points and lists also help to make your content seem more accessible and easy to read. So remember that it’s not just what you’re writing but how you present it that matters.

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