Posts filed under 'Content'
Getting content done for a Website is a big challenge. Our clients either don't have time or do not know how to get it completed. It is worth the investment to either learn the skills or hire someone to put good content on the Web.
Why is it such a challenge for small or large businesses to get content to their Website? It takes time, it's hard to find the time, and it requires skill and practice. Also, the best content resides with just one person or a few people in any organization. Don't use any of these reasons as an excuse for not getting the content on the site. It can be a team effort. The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.
One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed. Whether the content is created internally or externally it still requires a process and persistence. If you choose to have content written by an external web copy writer be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.
What types of content are we taking about?
- Home page copy and branding
- Key bullet points
- About Us content
- Captions and tag-lines
- Headers
- Product and Services
- Resources based content (blog, information content)
Where can Web marketers go to get resources or get started?
- Keyword research- content should be keyword rich to help draw search engine traffic. However, write for your target market first and search engines second.
- Start with the branding component – homepage messaging.
- Find a copy writer that knows how to write for the Web. If decide to go internal, make sure they get training to do it well.
- Many good books on Web content
- Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.
Key action items:
- WRITE- and do it every day. The more you do it the better you will get at it.
- Take the time to think about and develop a strategy for Web Content.
- Make it a priority in your Web marketing strategy.
- Share what you have learned, write what you have learned about your industry.
- Find someone to help you or learn yourself
- Make the time, don’t make excuses.
Next podcast will dig a little deeper on this topic. We will talk about content that drives the conversions. Once you have made the time to develop content, next make content that will drive conversions.
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How to get Website Content Done [13:02m]:
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September 13th, 2009
One of the greatest challenges to Internet marketing success is Website content. Content is the most important part of your Website as users ultimately come to your site to read content.
Who Will Write the Content?
You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source. Content creation is an on going project and you have to keep your content updated.
How does one learn how to write Web copy?
Use clear headers, bullet points, small paragraphs and clear direct graphics. Cut your content in half and still communicate the same message. If your domain does not easily convey what your website is about your headline and tag lines become critical.
The Principle Law of Website Content 10 out of 10 Rule
All 10 will be able to understand exactly what you do within 10 seconds of coming to the site. The value your business provides should jump off the homepage. Your taglines and bullet points should be clear and direct on the home page. Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare.
Avoid Market-Speak to Drive Conversions
Brochure copy should be avoided and cut to the real benefits your provide customers. Users want to read about what value your business offers not reading about your business. User convert when the read the content so make sure it is the content they are looking for.
Develop a Content Theme
Homepage content should be centered around three or four central themes that are key to your business. User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3) How can you help me? If they think you can help, they will convert. You can reinforce these messages in your navigation and your product and services descriptions
Your Social Networking tools should be noted on your Website linked accordingly. Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about.
Bad Content is Ignored
Most users do not read poorly presented or written content. Learn how to write effective content and increase your conversions. Recommended reading: Killer Web Content by Jerry McGover, Letting Go of the Words by Janice Reddish and Don't Make Me Think by Steve Krug.
Action Plan
- Assign someone to direct content and train that person
- Get inside the head of users and ask the 10 out of 10 question
- Write content for conversions and strategy
- Write content for SEO
- Update your site weekly or more often
This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.
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Website Content [18:50m]:
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April 17th, 2009
Another round of user testing this week on a client Website brings home the importance of clear and direct communication on your Website.
- Make taglines direct and to the point, so 10 out of 10 users understand the message.
- Use bullet items as much as possible, especially on your home page and key landing pages.
- Use headers over small blocks of text. The headers drive the user to reading the text and are good for search results.
- All content leads to conversion points on the Website.
Content drives conversions and users scan content. Make your content count!
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February 27th, 2009
We often come across Websites with cryptic content, navigation menus and link titles. It is just difficult to figure out what these organizations do and how they add value to their customers and other Website users.
This usually happens because organizations get so caught up on their own internal language it becomes very difficult for them to communicate about their business in any other way. It can also happen because these Website developers believe that people coming to the site will get their message. Here are a few downsides to difficult to understand Websites.
- These sites do not convert as well and have high bounce rates.
- Users have no reason to refer people to a site they do not understand.
- The site is hard to read and not convenient for users.
- Competitors can build better sites and draw away traffic.
- Search engines do not recognize the content and the site gets less traffic.
- Sales people have a difficulty referring prospects to the site.
The bottom line is frustrated users and poor results.
The solution is to hire an outside Web copy writer that can see your business through the eyes of your target market and help you develop Website copy that gets results and is a pleasure to read.
Communicate in the language of our broadest target market and avoid your internal language on the Web.
Tom Young
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March 18th, 2008
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