November 14, 2017 ByCheryl Dykstra
High-quality, relevant content truly is the key to success
for reaching new audiences, engaging your current audience, and creating new
But where do you start if you’ve never created content for
your company before? What types of content can really help you move the needle?
Here are five types of content that will give you maximum
impact and return on investment for your business:
1. Dedicated Pages
Your website is not only your portfolio and information hub
for your customers, but it also gives search engines insight into your
products, services and business as a whole.
If you have multiple services, having one place where all of
them are listed gives your customers an easy way to see all that you have to
offer. However, to make the most of your website, creating dedicated pages for
each service you have can boost your customer’s understanding of that service and
allows search engines to rank you higher for that service.
Another way to utilize dedicated pages would be for your
different locations. If you have locations in Orlando, Tampa and Jacksonville,
creating separate dedicated pages for each location can help those locations
show up for local searches in those areas. The important thing to remember for
location pages is that each page needs its own copy. If they all say the same
thing, your website can be penalized for duplicate copy.
2. Lead Magnets
The most powerful types of content can generate leads for
Guides, worksheets, checklists, ebooks, case studies, and
other downloadable resources provide an incredible amount of value to your
audience, but they also give you a way to collect new leads and contact
information for your list.
These resources, which are often called “lead magnets,” can persuade
potential customers to voluntarily share information about themselves in
exchange for your valuable piece of in-depth content.
Business owners often turn to marketing companies to help
determine the right kind of downloadable guide or resource for their target
customers – and then write it. This type of content can be time consuming, but
the result plus an advertising budget can really boost your leads.
3. Questions and
Your customers have questions – you have answers.
By creating content that provides valuable answers to their
questions, you position yourself as an expert in your industry, a trusted
source of information, and your helpfulness in their time of need will surely
pay off when they’re deciding who to help them. When they know they can come to
you for help with their questions, they’ll be more likely to do so when it
comes time to invest in a solution.
There are many ways to supply these answers – from blog
posts to Facebook Live to a YouTube series. However, if you do answer questions
in a video format, it’s a good idea to also place those on your website with a
transcript of the video. Having these answers typed out can help boost your
organic traffic and gives you a chance of being chosen for Google’s Answer Box.
to Get A Featured Snippet in Google's Answer Box]
4. About Us / Company
On most websites, one of the most visited pages is the
‘About Us’ page.
That’s because your potential customers want to know who you
are, what you stand for, and what makes you different before making their
choice on whether to support you. The ‘About Us’ page builds a rapport with
your website visitors, a rapport that will hopefully encourage them to choose
you and become a customer.
It’s been found that ‘About Us’ pages or company team pages
can really improve your trustworthiness. Visitors enjoy seeing photos of your
staff or leadership. Putting a face to your business can give you a credibility
boost, no matter your business size.
5. Lead-Nurture Emails
After you’ve received a new lead, what do you do with them?
How are you currently following up with them and convincing them to buy?
Lead-nurture emails can help you close more potential
customers, convert free trial members, upsell current customers on additional
products, and more. In fact, this type of content is just as crucial to your
online success as building your lead magnets. Having a list is great, but if
you never communicate with them, it doesn’t do you any good.
Lead-nurture emails should not just be selling. You need to
have a variety of engaging and informative messages to help build trust and
show that your providing value. If you only send sales messages to them,
they’re likely to unsubscribe.
The great thing about these types of emails is that once you
find one that works, you can use it again and again to nurture your new leads, gain
new customers, and generate more sales. You can even automate these based on
customer interactions using a customer relationship management (CRM) or email
How to Get the Right Content for Your Business
Creating content for your company is about more than just an
SEO boost. It gives you a chance to show your expertise, provide value, capture
new leads, and convert more customers.
The best part about creating content for your company is
that you don’t have to do it alone. Sales & Marketing Technologies has
professional marketers and copywriters on hand to help you decide on a content
strategy and write the content for you.
If you’re interested in finding out more about what types of
content would help your company thrive, call us today at 407-682-2222 or contact us online.