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How do I… Structure Online Content for My Website that Engages Prospects?
1.
How do I…
Structure Online Content for My Website that Engages Prospects. Getting Started » ©2012 Marketing Copilot Inc. All rights reserved.
2.
The overwhelming majority
of consumers and businesses are searching online and doing their own research before making a purchase. Millenials (perhaps more than any other cohort) are demanding greater access to information and enhanced engagement in all of their professional interactions. And the playing field has been levelled for any emerging company looking to extend their impact online. It is no longer enough to have a static website that heralds your company’s achievements. ©2012 Marketing Copilot Inc. All rights reserved.
3.
Understanding Online
Behaviour When you dra, content for the Internet, you must consider the following: ©2012 Marketing Copilot Inc. All rights reserved.
4.
The way people
read online is different than how they read a Word document or a book. Their eyes jump around on the page. That is why short sentences and paragraphs, bullet points, white space and compelling headlines work best. ©2012 Marketing Copilot Inc. All rights reserved.
5.
When readers ‘surf’
the Internet, they are literally “referencing” content, quickly jumping from one page to the next, often with several windows open at once. You need to be compelling in your copy or you won’t engage the reader; you will lose their attention in the blink of an eye – literally. ©2012 Marketing Copilot Inc. All rights reserved.
6.
In the “all
about me” era, if the content doesn’t connect with the reader’s specific interests, it won’t be read. This is why bounce rates on websites are so high. You need to speak to the reader’s pain points – show that you understand their interests and connect with them on a personal level. ©2012 Marketing Copilot Inc. All rights reserved.
7.
People have likely
come to your website from somewhere else; they don’t walk through content in a linear way. There isn’t a lot of time to orient your readers; In fact, on every page you have about 3 seconds, so it better be clear (to them and to you) where they should head next. Example: Search (CTR) Landing Page (CVR) Email (CTR) ©2012 Marketing Copilot Inc. All rights reserved.
8.
Read that sentence
again; it’s important! Whether you want your reader to click on a link, download a document, enter their email address into an opt-in form or purchase a product, you need to identify an active next step – you need a call to action. Landing Page (CVR) Headline Sub-‐heading First Paragraph Body Call-‐to-‐acIon ©2012 Marketing Copilot Inc. All rights reserved.
9.
The Online Browsing
Process Here is the basic process that reflects how people read and ulImately consume online: Email Landing Page (CVR) Headline Sub-‐heading Call-‐to-‐acIon Body Call-‐to-‐acIon ©2012 Marketing Copilot Inc. All rights reserved.
10.
Your headline is
your first impression; it Headline needs to grab attention. And in order to Sub-‐heading grab attention, it has to be about the Body reader, a problem they are having or a Call-‐to-‐acIon need they might have. Your value proposition has to be so compelling that the reader simply can’t ignore it. The goal of your headline is to draw the reader in so that they continue reading the first two inches of content on your site. ©2012 Marketing Copilot Inc. All rights reserved.
11.
The goal of
the first two inches of copy Headline is to get the reader to continue to the Sub-‐heading body copy. Strategically crafted content Body provides a series of nearly subliminal Call-‐to-‐acIon steps that moves the reader along a path until they finally reach the end of the ‘journey’ and take an action. ©2012 Marketing Copilot Inc. All rights reserved.
12.
The goal of
the body copy is to build a Headline compelling case that convinces the Sub-‐heading reader that they need to take action at Body the end of the paragraph. Call-‐to-‐acIon How do you do that? What Does This Mean for You? ©2012 Marketing Copilot Inc. All rights reserved.
13.
As you consider
your online content markeIng strategy, In every piece of copy that you write, you should be asking Headline yourself only two quesIons: Sub-‐heading Body What is the point of this content? Call-‐to-‐acIon What do I want the reader to know, feel and do as a result of reading this? You need to consider your goal pre-‐empIvely. Is the content meant to convert a sale; enhance your brand; encourage a download; establish your company as an industry thought leader? And once you have that quesIon properly answered, you must consider how you intend to influence the reader to ensure that your goals are realized. Example... ©2012 Marketing Copilot Inc. All rights reserved.
14.
6 Reasons You
Need a Killer Content Marketing Strategy for Your Business Headline So you’re business is buzzing along. First Two Inches You have a great website; it’s been optimized with targeted keywords; your value proposition has been clearly articulated, not to mention you have those adorable social sharing buttons strategically positioned in your header. But if your online strategy ends there, you’re pretty much doomed. Well, perhaps you’re not doomed, but you are certainly missing out on a crucial opportunity to grow your business and scale. Body Copy Why you need good content… 1. It’s Engaging Content, and social media platforms like Facebook and Twitter that support and promote content, provide opportunity to engage stakeholders meaningfully. You can ask questions of your readers, solicit their feedback, host polls and contests and network with industry thought leaders. 2. It’s Dynamic Traditionally, online content has been static. Well-written websites would just sit on the Internet, hoping for visitors. But everything is changing. Blogs and social media encourage the creation of dynamic content that is fresh and exciting. Take advantage of the flexibility that content marketing provides – mix it up, share your opinion, challenge conventional wisdom, post often and be consistent. 3. It’s Accessible With the emergence of Facebook, Twitter, LinkedIn and Google+, information has become more accessible and shareable than ever. A fabulous blog post can go viral overnight and attract thousands of visitors (and prospective customers) to your website. 4. It’s Scalable Content can be easily re-purposed. A white paper representing industry thought leadership can be used for a webinar series; a press release can announce the availability of those resources; and a blog post can focus on an interview with one of the white paper contributors. 5. It Builds Brand Content can be easily customized (and tweaked and changed over time) to establish a sense of ‘personality’ and brand in the marketplace. No matter what kind of business you own or manage, content can help you to define your identity. 6. Your Competitors are Already Doing it If you aren’t yet leveraging the benefits of content marketing to your best business advantage, you can bet that your competitors already are. This is a fast-moving train, and it’s not going to stop, so it is in your interest to take the leap, or you’ll be left behind. CTA Here are 2 How Do I guides that will dramatically help you increase interaction on your website: How do I…Develop Content for My Website that Engages Prospects. How do I…Optimize My Website Content ©2012 Marketing Copilot Inc. All rights reserved.
15.
Every section on
your website should lead to an action and inspire the reader. Content always needs to emphasize your value proposition Content needs to be updated regularly to ensure it is inspiring an action Content needs to integrate new trends so you can improve “time on page” Content needs to be laid out for good readability Your content is only as good as the effort you invest. ©2012 Marketing Copilot Inc. All rights reserved.
16.
Every section of
content on your website should lead to action and must inspire the reader relative to your value proposition and in a way that connects with each step of the buying process. Call-to-Action If you have not: 1. Discovered your value proposition 2. Mapped the buying process of your customer Your web content will be nothing more than an online brochure that no one reads. If you need help with this you need to give Marketing CoPilot a call. ©2012 Marketing Copilot Inc. All rights reserved.
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