Businesses need to demand an intelligently and carefully planned, designed, and developed website. Digital marketing efforts are becoming more and more important. A great website is the starting point to leverage the benefits of what content marketing can provide a brand. In addition, there are ways to further improve its value and effectiveness. Here are some tips to enhance your website for more powerful content marketing.
What is content marketing?
Many definitions of content marketing exist, but at Trillion, we define content marketing as generating text, imagery, photos, infographics, video, and more that engages an audience online at the right time, for their benefit and the benefit of the content’s brand. When content marketing is done well, it can create many new opportunities including better customer engagement, more website visitors, and even increased conversions and sales.
Content marketing is text, imagery, photos, infographics, video, and more that engages an audience online at the right time, for their benefit and benefit of the content’s brand.
An investment in content marketing can entice even more people to visit your website. But the website needs to have some behind-the-scenes strategies in place in order to convert them into paying clients or customers. Beyond great imagery, video, and storytelling, there are other considerations for improving your website, so that your content marketing efforts will be more fruitful for your brand.
Create a landing page template
In content marketing efforts, your website will be the targeted destination. Specifically, we send visitors to a landing page on your website. A landing page is a special webpage that is optimized, highly controlled, and contains targeted content with one goal in mind. They should be guided to take the proper next step or complete the call to action (CTA). Take a look below at a landing page for DataCapable, where content is very targeted and simplified and the interface of the webpage is designed so that completing a contact form or making a phone call is the conversion goal.
For example, if you have a marketing campaign that is targeting men in New Jersey, your landing page should speak to the wants and needs of that target audience. The website landing page will likely have a simplified navigation (preventing a user from visiting other pages on the website) and remove any additional elements that are not necessary. Your CTA might be to download a free PDF, schedule a consultation, or purchase a product.
With the help of a landing page template, you can easily create campaign-specific pages where your metrics can be tracked carefully and modified as needed.
Optimize your social media metadata
If you are going to generate content on your website and share it on social media platforms, you must include metadata. Metadata is information that summarizes the content on your page but does not necessarily appear on your webpage. Since social platforms vary in the way they display web page metadata, you can create social-specific metadata, so when you share your content, it is displayed optimally on the social platform. (See the screenshot below.)
On a WordPress website for example, a tool called Yoast provides areas to upload an image, a title, and a description for Facebook posts. Yoast also helps by providing feedback on your metadata, including character counts and keyword usage. The social media metadata can be entirely different from what the web page will generate for Google search, and therefore it’s very useful.
Generate “next step” blocks for email campaigns
Once you’ve generated some content and have visitors exploring your website, then what? Concluding with a call to action will direct them to next steps or follow through on a call to action. For this, we suggest you create a dedicated form to capture their contact information. To do this effectively, you must provide a visitor with something in exchange for their information. This could be a free download, a trial subscription, or even a discount code for their next purchase.
Trillion creates promotional blocks of content that encourage a higher level of engagement. We then can reuse the blocks for further email marketing. For example, on the Trillion website, if you read one of our articles on website design, we offer a free website redesign checklist in exchange for signing up for our email list. Once you sign up for the download, we follow up with several emails that support the reasoning for a website redesign. It’s not only a way to be helpful but also to remain top of mind for a prospective client. You could also use the same technique for your brand.
Connect your website to Google Analytics and Search Console
Monitoring the strength of your content marketing as well as any deficits is also important. Many websites use Google Analytics. Yours should, too. You should also seriously consider using the helpful but less frequently utilized Google Search Console.
Google Search Console will help measure your search traffic as well as identify any problems and fix issues, so your website is as visible as possible on Google. It will alert you if there are any redirect or URL problems which can make tracking your campaigns impossible. This augments Google Analytics’ ability to see how visitors interact with your website and campaigns.
Google Analytics provides endless data points to monitor, including conversion tracking on pages which can be used to improve your content marketing efforts. It can also measure the efficacy and ROI of paid advertising campaigns.
Kickstart your content marketing now
Trillion has the unique advantage of having award-winning designers, developers and content marketing professionals all on one team. We work collaboratively with our clients so that every marketing dollar is yielding the highest ROI possible. If you would like to discuss the vision to improve your brand through an improved or even new website with powerful content marketing, Trillion can help. We can also perform a website audit to confirm the health of your existing website. Give us a call at 908.219.4703 or use our contact form to share some details about your company.
