Welcome to Effective Marketing 101! The objective of this three-part blog update is to help give you tips on how to build your business through effective marketing. The lesson for today focuses on making an effective content.
Imagine yourself holding a magazine. As you open it, you see nothing but uninteresting images, unintelligible articles, and useless information. What would you do? Keep it?
No. Like most people, you would just probably throw the magazine away and find something worthwhile reading. So, what makes a magazine or an advertisement worthwhile reading? Simply, it is the content. However, it has to be good, targeted content.
The content speaks for your website, for your products or your services. Beneficial, interesting, and excellent content can effectively help you woo customers to your business. Let us look onto some tips that can help you create a better, targeted content.
1. Understand the purpose of making content Always remember that content writing is different from storytelling. You are not making content just to amuse people; you are making content to make your audience respond to your business. Ann Handley, CCO at Marketing Profs and co-Author of Content Rules provided useful questions that can be used in writing effective content.
2. Understand who your audience is While you should view the world through the customers’ eyes, it is still not good to write for a general audience.
“Content that appeals to everyone appeals to no one,” as Jay Acunzo, Director of HubSpot’s Content Team said. Have a specific target audience in mind and focus on their needs.
3. Add new media to enhance your content One way of enhancing your content is by adding videos or pictures. A study at 3M Corporation reveals that we process visuals 60,000 times faster than text. Another study says that the human brain can immediately comprehend image elements. So make use of available photos and videos.
Also, incorporating social media can better your content. It can be appealing if you create groups and discussions about your business that can be “Liked” or “Followed.” These are some points to help you improve your content.
Writing content is a process. It’s a process of continuously understanding your audience and your business and keeping up with day-to-day changes and trends. As Jay Baer, the founder of Convince and Convert said “The goal isn't to be good at content; the goal is to be good at business because of content.” Next time, we will discuss about Search Engine Optimization or SEO and give you some ideas on how to use it effectively.
While a good content strategy is very important in audience engagement, we shouldn't neglect the necessity of design. Elements like the layout, content, font, colors and positioning also contribute to how your visitors will make decisions. If you’re planning to have your website redesigned, this article can help you make better and effective design decisions.
Below are seven design rules for building effective websites:
). Keep it simple. Cliché but it is the golden rule of every design. A cluttered look simply won’t work. Don’t overpower your website’s essential information with too much information. Just make the important ones visible.
2). Easy Navigation is a must. The idea is to make it easy for your visitors to find their way around your site. Online visitors’ patience is short. If they don’t like what they see or if they can’t find what they like to see, they leave. A good website design should always present a way to keep online visitors on the site.
3). Be consistent. Consistency shouldn't only involve content but also design. Don’t confuse your visitors by having one part of the page work differently to another. Consistency will always make navigation easier for your visitors.
4). Don’t neglect the power of colors. Colors contribute a huge impression on your website. Picking the wrong combination can either weaken your website's visual impact or hurt your visitors’ eyes. It is best to get professional help in choosing the right and consistent color palettes.
5). Pay attention to heat maps. Heat maps are color coded indicator of a website’s “hot areas” or parts where the visitors’ eyes or attention usually lands. Heat maps help you determine the strongest and weakest part of your page. Taking advantage of the hot areas of the heat maps can improve your site’s usability and visibility.
6). Be keen with details. Visitors should have a good impression on your website. A well designed website also means having good quality elements—graphics, photos , CTA’s, fonts used, media and content. Always give your visitors a reason to trust your website.
7). Make sure it’s error free. Always check for errors. Good coding will always make navigation and loading easier. Always make sure that your coding is SEO optimized and content is keyword rich.
Clean, easy and concise describes a good website design.