Note: this entry is part of a series about using marketing to generate leads and enhance brand awareness. To see previous post, check out the Sales & Marketing topic.
Creating content for your website can be challenging. In today’s seemingly digital society, your website is often a prospect’s first impression of your company. Your content needs to engage website visitors and get them to trust your company.
Here are two key ways to improve the content of your website:
If your website content is only about you and your sales messages, people will skip over your content and ignore your website. Your content should be useful to your target audience and address their challenges. Here are some ways you can provide valuable information to your visitors:
Blog Entries – By publishing content through your blog, you can help your website get found and establish an online “resource center” for your target market. For more information about blogging,click here to read our Blogging 101 entry.
If you don’t have someone available to write content for your website, there are many freelance writers who specialize in this area.
Storytelling through case studies demonstrate how you’ve helped customers, but are different than simple testimonials or recommendations. They allow readers to connect with similar companies that you have helped through your products or services. Case studies typically follow this format:
Remember, 83% of Internet users say that a company’s website has made an influence on their purchasing decision. By providing useful content and sharing case studies, you can help drive more website visitors and leads!
In Part 4 of the series, we’ll provide more information about using White Papers to generate leads. Stay tuned!