Marketing should form a cornerstone of a business’s growth plans. Well planned and executed marketing tactics can lead to new customers, existing customer engagement, and an increase in sales.
Content should be relevant to your business, product, or service offering. For example, we would not suggest writing about orange paint when you sell red apples. The relevancy of orange paint in this example, to you selling red apples is zero. Imagine a person that reads a blog written by your business about orange paint – they are more than likely expecting to see orange paint for sale somewhere on your site. They will probably be surprised to see red apples.
Writing content that is not relevant to your business is not only frustrating for the reader, but also the business. It is a waste of resources – when it would be better to write about red apples.
The easiest way to think about what to write about is quite simply looking at the products or services that you offer, and then writing about ‘what it is’, or ‘what it does’, ‘why it is useful’, ‘the quality of the product or service’, or ‘why your business is the best place to buy this product or service’.
Keeping things simple, will not only help you plan what steps you would like to take to promote your business, but it will also feel comfortable, and less stressful as you will be talking about something that you know about already, and hopefully are passionate about.
Okay, so what do we mean by existing customer engagement? When putting together content, a well thought out, and relevant piece of content can offer an interesting read, or expert guidance. This not only has the potential to appeal to existing customers but can also potentially appeal to new customers and improve conversion.
But content alone will not do the trick – first your potential customer needs to find what you have written. This is where content optimization comes into the equation. Optimization is for the search directories and their algorithms. Usually well-placed keywords, image optimization, and titles can help with search bots ranking your content higher in search results.
Content optimisation is how you can enhance the content on your site, not only from a user point of view, but also from a search engine and SEO optimisation point of view. Here are our content optimisation tips:
1. Content should be clean, well structured, and easy to read and understand
2. Use clear and relevant titles and headings
3. Include keywords in your text
4. Add meta tags and descriptions
5. Add links to other pages on your site or calls to action.
In summary content optimization is about speaking to search engines so that they can see the relevancy of your content in relation to search queries potential customers carry out in their search directories. If the search bots cannot read (via content optimization) your content for relevancy then the likelihood that the content will appear in listings for proactive searchers is decreased.