Content marketing is the main way we obtain customers. Why is it so successful? Instead of explicitly promoting a brand, it organically stimulates a customer’s interest in whatever you may be selling via online resources they already visit like videos, social media posts, and blogs. When customers find this content, their interest is piqued and companies are more likely to make a sale. Sounds like a great strategy, right? It is! However, some companies struggle with a few issues. For example, they make a lot of content that doesn’t accurately reflect their website design or they don’t know how to make valuable marketing content. Today, we’re going to examine the top five ways to match your content marketing with your website design.
1. Understand how customers make purchases
People almost always make purchases from an emotional standpoint and then attempt to rationalise their decision later. This doesn’t mean a website should have sob stories or nothing but curated positive reviews on it (both are prime ways to turn a customer off). Instead, highlighting positive customer experiences will make customers think “I can have those results too!”
2. Strategically place educational content
Educational content doesn’t strictly need to be long-form educational articles. Think of what your customers need to know when they visit your website or social media accounts and answer any questions that may arise. For example, make sure each of your social media posts tells your customer something about your business or service, even if it begins with something as mundane as “Happy Monday.”
3. Make sure your brand is seen
Being seen on the internet can be incredibly difficult with millions of websites competing for the same people’s attention. One of the main things we always recommend is having a style guide. When customers visit our website and social media accounts, the first thing they’ll notice is a consistent use of fonts and colours. Why? Because we want people to associate our brand whenever they see our design elements. Even if they’re not looking at anything directly produced by us. A great example of this is Tiffany & Co. Their blue boxes are iconic around the world and whenever someone see’s Tiffany’s blue, they’re likely to think of the jeweler. Make sure all of your content is branded to match your website.
4. Make sure your brand is heard
This article has been written primarily in first person with an informative and casual tone. Ideally, readers have felt like they’re having a conversation with us. It’s our company’s personality—we’re friendly but packed full of knowledge. A solicitor might aim for a formal, matter-of-fact tone being they tend to deal with serious issues. The key for both companies is to make sure their voice, the style they use to write their communications, reflects their tone in all content they produce. Consistency in how things are written is just as important as how they look.
5. Think of the User’s Experience
Ideally, anyone reading this found our website easy to navigate. That’s because we utilise the User experience (UX) Honeycomb which dictates anything customers find usable, useful, desirable, accessible, credible and finable is valuable. We pride ourselves on providing our customers with educational content (useful) that looks nice (desirable), is disability-friendly (accessible), easy to navigate (findable), easy to read (usable) and trustworthy (credible). Because we aim for these tenants in every single post we make, our customers find our voice valuable.
At Strong, we work with you to develop the web presence you want to achieve for your business. We want to make sure your website is both seen and heard so your customers equate value every time they see your name. We can craft your brand identity, design your website, create digital marketing strategies that actually work, optimise your online sales and much, much more. For more information, please click here.