Let’s start at
the beginning: why did you build your shiny new website? Our guess is you
wanted to engage with key stakeholders online. And while users come to websites
for a variety of reasons, it’s almost certain that they do not come to hear
about how wonderful you are. And yet, that’s what most websites focus on. Yawn.
Content Strategy — Give Your Customers What They Are Looking For
Here’s the
truth: if customers can’t find what they are looking for on your
site, they bounce right off, pre-engagement. Fortunately, we can help. We have
a proven process for capturing the right content (education, sales sheets,
tables, etc) on your site, and putting it right where customers can find it.
Boom! You’re a hero.
Clarifying Site Goals
First things
first, though. We need to verify the goals for your site, and we start by
asking questions like these: Are you looking to generate sales leads? To push
information about your latest products and services? To engage with investors?
To provide support to your sales force? Do you have baselines or expectations
in term of performance?
We’ll sort
through the answers so we know what success looks like. Then we can go after
some wins.
Defining Personas
Sales 101
starts with “Put yourself in the customer’s shoes,” and websites are today’s
cold call. Have you considered all the different stakeholders that you want to
come to your website and what they want to find and do there? We like to spend
a bit of time on this, because it helps define everything we do going forward.
Auditing & Repurposing Content
Once we know
the personas we are talking to, we can look at your current content to
determine if it is complete and targeted enough. Are you speaking to all of
your stakeholders with the content on your site? If so, bully! The next step is
making sure everything is easy to find.
If not, we can
transform materials you currently produce for other purposes into effective web
content. Do your technical people write papers for conferences? Have you had
some good PR lately? Do your sales people have a good presentation that could
work online? Remember the animation you produced for your last trade show?
Leveraging these assets into useful content for a larger audience is both smart
and economical.
New Content: Keeping it fresh
If you still
need more content, well, that’s our specialty. We can develop an editorial
calendar for the year that will keep your visitors engaged and interacting with
you on a regular basis. From animations to videos, to technical papers and case
studies, we have experience in helping our clients generate content that builds
traffic and converts sales leads. In the end, we’re helping you build
relationships. That’s Sales 101, too.
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