Content Marketing Strategy
Whether you want to add a blog to your website or need a complete content marketing strategy, you need to start with a plan (otherwise you'll be stuck with tumbleweed content: hard to manage and all over the place).
Your content marketing plan includes a description of your current content and website, a SWOT analysis, a close look at the competition (what they're doing with their content -- good and bad), how your content will make you stand out, and much more.
Your personalized content plan is a living document and an action plan for capturing quality leads. It's a beautiful thing.
Website Content Writing
For a visitor looking for your product or service, your website entices them to stroll through your home page, walk through your offerings, admire your recent work and learn about you.
If your website does that -- makes them feel at home with an uncluttered space that feels like they belong -- they'll stick around, download your guide, remember you and buy from you.
Your message has to be clear, and everything must be about the person who needs your help to grow their business.
A lot like dating, your B2B website visitor may not be ready to commit the first time they land on your site. Give them a gift so they remember you (while you capture their email for lead nurturing - sweet).
Your downloadable PDF will get a snappy headline, actionable tips and an irresistible call to action -- all dressed up in a sleek, modern layout.
Your landing page has a one job to do: to compel your visitor to take action.
It's where you pop the big question. It's persuasive with velvety words that take your reader on a journey down the page. The copy is tight and the page is free of distractions with no links other than a big, bright "Buy Now" (or similar) button.
Your email sequence is your power tool for nurturing your leads and keeping you in first place for their business needs.
When visitors download your guide, they'll receive roughly five emails -- about one every other day. From the emails they'll discover that you're an empathetic, wise guide -- one who has a plan for them. Along with your downloadable guide, this is your generate-leads-while-you-sleep tool.
Once your new website is up and running with a clear message, silky navigation and an irresistible downloadable guide, you'll need to maintain your website -- keep it fresh.
Regular blog posts and a social media activities (generally on LinkedIn and Twitter) will keep your site healthy, growing, and more visible to the search engines.