It’s well-understood that beautiful website design is a must-have for businesses operating in the digital space—which is virtually every business today. With a single visit to your website, you want customers to be able to make purchases or book appointments with ease, as well as clearly view your branding.
While having an attractive website with great usability is certainly a necessity, many businesses fail to take advantage of website content to further enhance their digital relevance. That’s unfortunate because the content has the power to draw in and retain new customers.
Not all content has that power, though. There’s more to it than slapping together a 500-word article and posting it on your site. Content that can achieve your customer acquisition and retention goals does so through a combination of SEO practices, branding and a concerted effort to help those customers. Here are four ways to maximize your website content so it can reach its audience-engaging potential:
1. Know Your Mission
What are the words you want people to associate with your brand? Content can help you mold the way your brand is viewed by the public. Customers can read blog posts and long-form content to familiarize themselves with your brand and make their own judgments.
Keywords, or the words you select to represent your brand, can be sprinkled throughout the content you produce. That way, when internet users enter those terms and phrases into Google, your brand will pop up.
Building your brand through SEO-inspired content is much easier when you have a mission that you can share with your customers. Take The North Face, for example. The company sells outdoor clothing and gear, but they also integrate their mission to protect the environment into their brand. On the company’s website, you can find content related to their sustainability efforts and what you can do to support the cause.
The North Face uses specific keywords to target consumers who share a similar mission. Sustainability, recycling and “responsibly sourced” are some examples of terms this brand uses to connect with its image through content.
2. Keep It Organized
After a few months of creating and posting, you will have a lot of content for customers to sift through. An article you shared six months ago might be of great value to a customer today, but only if they can find it. This is why it’s imperative for your content to be organized and easy to locate.
Start by looking at the UX of your website. A search bar makes it easy for browsers to find content that’s interesting or relevant to them. Tagging each blog post with keywords will make searches more accurate and easier to select at a glance.
The content itself should be well-organized, too. A stream-of-consciousness blog post is difficult to read and reflects poorly on your business. Use proper headings throughout your articles to break up information. The answer to a reader’s pressing question could be found in one section, and it saves them a lot of time not having to skim through a wall of text to find it.
3. Make It Valuable
When it comes to website content, more isn’t always better. It can be tempting to try to fill your content calendar with loads of daily content, but this is definitely a case where quality beats quantity. You want your customers to find the content you’re posting each week worth their while.
As you develop your onsite blog content, make sure you’re thinking about the value you are providing your customers. Does an article you’re writing answer a frequently asked question or offer a new point of view regarding the use of one of your products? Content that’s confusing, irrelevant or lacks direction will be a flop.
Have you seen the movie The Miracle on 34th Street? There’s a scene in which Kris Kringle is so motivated to help a customer that he refers her to Gimbels, his employer’s biggest competitor, because that store had the toy she wanted in stock. The customer he assisted told him that he had earned Macy’s a customer for life because of his honest desire to help.
Now, you don’t need to refer all your customers to your competitors in order to implement this strategy. Just lean into that helping mindset when developing your content. Enabling your customers to meet their needs should be your No. 1 priority.
4. Spot the Trends
Search intent is a vital component of content marketing. You want your content to be found, and that means targeting the searches you believe your target audience is making at any given moment. The tough part about this is that search intent often changes, so you have to get good at monitoring and capitalizing on trends.
Uncovering search trends isn’t as hard as it might seem. You can discover a lot just by scrolling through social media or watching the news. Additionally, there are online resources such as Google Trends that give you numerical insight into what types of searches people are conducting.
You can also scope out your competitors’ blogs and content pages to see what they’re up to. Don’t copy what they’re doing, but use it as a way to stay on top of what consumers are looking for. That will allow you to find ways to differentiate your brand from the rest.
Content is such a powerful tool for modern-day businesses. The more intentional effort you put into your content strategy, the greater the returns for your business.