Content May Be King, but make sure the Right Content Governs the Right Kingdom
An admittedly nerdy title, but I think it makes a good [enough] point. Producing unique content is crucial for a marketer’s success online, but content is definitely not ‘one size fits all’ (maybe that is a better title). Yesterday I talked about how important the form of your Facebook page, email designs, website, landing pages etc… is for your digital marketing success. Today I want to talk about content, and cover two main points: Amount of Content, Type/Tone of Content.
The amount of content you provide is crucial. Too little content and you leave the visitor with too many questions. Too much content and the user gets bored. Be aware of both your audience and where you are publishing this content!
A website should cover everything and anything about your company insofar as it is strategically placed and linked effectively. You want to give a history of the company, talk about milestones, talk about your product(s)/service(s), include what people think of you, utilize visuals to increase security etc…
Your website should be able to answer any questions that your visitor has and also build trust and rapport with your prospective clients. Since your site will likely be large with information spread across many different pages, utilize a ‘Search Bar’. There are two reasons you need a search bar: if you are monitoring what people are searching and on what page the visitors are searching, you can notice trends. If people are searching for similar terms on a particular page you should probably include that information on that page.
Facebook requires much less information than a website, though you should include basic company information under the ‘Info’ tab. You should include clear calls to action, e.g., Like us, sign up for our newsletter, etc… On top of the static content on your Facebook page, you also should post short blurbs with industry information that engages your often.
Landing pages are a very focused ‘island’ of information. The content should be about the product or service with a clear call to action, e.g., Buy Now, Fill out the Form for a Free ebook, or Register Today. Your landing page needs to be focused on the single task at hand while building a sense of trust and security (especially when you are trying to make a sale).
Similar to landing pages, this amount of content on an email is limited. People know who you are so you don’t need information like company history or executive listings. The amount of content needs to be focused and consistent with the Subject line.
Content on websites is focused on informing the customer. So the content that is produced here is in large part asymmetrical and dense. There is variation in the tone of website content, particularly among Web 2.0 companies. Some have taken a very relaxed approach, and while this may work in B2C a more serious approach is maintained in the B2B realm.
Sites really require the ‘full monty’ when it comes to content. Text, images, videos, you name it.
Facebook content is casual, helpful, and thankful. Companies on Facebook are trying to build a personality and rapport with their fans. The type of content that is posted is very light including questions like ‘What are you doing this weekend’ or asking trivia questions.
It is important that a company varies the type of content they post on their Facebook page. The EdgeRank algorithm dictates who sees the content you post, and varying the ‘weight’ of your content is necessary for a good EdgeRank.
A Landing Page is straight and to the point. There is a clear call t o action that lists the benefits of the service, product, event, etc…Videos have been known to keep people on a Landing Page longer. Normally you want your page to have great looking images, a list of benefits, testimonials from users and security icons.
Any type of content you post, be sure to test it to get the most out of our landing pages! Landing pages should never be stagnant, even when you have a ‘winning’ landing page.
The type of content you provide in an email varies on how obtained the recipient’s email address. Remember content is not ‘one size fits all’ and this is particularly true with email marketing. Even if you compiled the greatest newsletter with the most important information that is laid out in a way that just pulls the eye’s of the reader in may be flagged for SPAM if it is something the eyes don’t wish to see.
Assuming that you are sending to people who want to see the type of content you send, be sure to have a good ratio of text to images in your emails. People generally have their images turned off, so don’t rely on your images on the initial opening of the email.
Hopefully that clears up the content you should be posting, what would you add or remove?