Website content

Maximize Your Website Content With These 4 Strategies

Of course, a beautiful website design is a must for businesses operating in the digital space, which is virtually every business today. With just one visit to your website, you want customers to be able to easily make purchases or book appointments, while clearly viewing your brand image.

While having an attractive website with great usability is certainly a necessity, many businesses fail to leverage website content to further improve their digital relevance. It’s a shame because content has the power to attract and retain new customers.

However, not all content has this power. It is not enough to write a 500 word article and publish 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 engagement potential:

1. Know your mission

What words do you want people to associate with your brand? Content can help shape how your brand is perceived by the public. Customers can read blog posts and in-depth content to learn about your brand and make their own judgment.

Keywords, or the words you select to represent your brand, can be sprinkled throughout the content you produce. So when people type those terms and phrases into Google, your brand will show up.

Building your brand through SEO-inspired content is much easier when you have a mission you can share with your customers. Take The North Face, for example. The company sells outdoor clothing and equipment, but it also incorporates its environmental protection mission into its 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 just a few examples of terms this brand uses to connect with its image through content.

2. Keep it organized

After a few months of creating and publishing, you’ll have a lot of content for clients to sift through. An item you shared six months ago can be of great value to a customer today, but only if they can find it. That’s why it’s imperative that your content be organized and easy to locate.

Start by looking at your website’s UX. A search bar makes it easy for browsers to find content that is interesting or relevant to them. Tagging each blog post with keywords will make searches more precise and easier to select at a glance.

The content itself should also be well organized. A stream of consciousness blog post is hard to read and reflects badly on your business. Use appropriate headings throughout your articles to break down information. The answer to a reader’s pressing question can be found in a section, saving them a lot of time from having to wade through a wall of text to find it.

3. Make it valuable

When it comes to website content, more is not 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 post weekly worthwhile.

When developing content for your onsite blog, be sure to think about the value you provide to your customers. Does an article you write answer a frequently asked question or offer a new perspective on using one of your products? Content that is confusing, irrelevant or lacking in meaning will be a flop.

have you seen the movie The 34th Street Miracle? 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 helped told him that he had won Macy’s a lifetime customer because of his sincere desire to help.

From now on, you no longer need to refer all your customers to your competitors to set up this strategy. Just lean into this helping mindset when developing your content. Enabling your customers to meet their needs should be your number 1 priority.

4. Spot trends

Search intent is an essential part of content marketing. You want your content to be found, which means targeting the searches you think your target audience is doing at any given time. The hard part about this is that search intent changes often, so you need to monitor and capitalize on trends.

Discovering search trends is not as difficult as it seems. You can find out a lot just by browsing social media or watching the news. Additionally, there are online resources such as google trends that give you numerical insight into the types of searches people are doing.

You can also browse your competitors’ blogs and content pages to see what they’re up to. Don’t copy what they do, but use it as a way to stay on top of what consumers are looking for. This will allow you to find ways to differentiate your brand rest.

Content is such a powerful tool for modern businesses. The more intentional effort you put into your content strategy, the greater the returns for your business.