Content matters in web design. That's obvious when it comes to the text and images on your individual sales pages, but may not be as clear in terms of regular, fresh content that you share with your audience. Content marketing has exploded in popularity in recent years, allowing marketers to cut through the clutter of traditional ads and provide relevant information that their audience gravitates to instead.
Of course, to be successful, your content needs a place to live. That's where your website comes into play. With effective web design, you can integrate content that will maximise your m marketing success in more than one way:
3 Ways to Integrate Content Into Your Web Design
1) Add a Website Blog
Adding an integrated blog should be your first step in embracing content marketing on your website. Here, you can share industry updates, relevant tips for your audience, and more. A blog also allows you to create an information hub that you can link to on a regular basis from your social media and other digital marketing channels.
That business blogging works is now well-established among marketing experts. Companies that blog have 97% more inbound leads, a crucial part of enhancing your search engine optimisation. Companies who write 20 or more posts per month see a 500% increase in web traffic, while those who post updates more than once a day receive customers from their blog. Making a blog a core part of your web design, in other words, pay off.
2) Allow for Gated Content
If blogging is the most basic form of content marketing, gated content can significantly enhance it. Especially if your goal is to generate contacts in your database that you can reach out to on a more targeted basis, gated content is your key to success.
The principle is simple: create content that is valuable enough for your audience to give you their contact information in exchange, and gate it behind a sign up page. Then, promote that page to your audience, and watch the leads flow in. The exact content can consist of white papers, ebooks, webinars, or any other type valuable enough to warrant an exchange of information.
Naturally, this gated content needs to be integrated into your web design to the same degree that your blog does. Creating sign-up pages is just one-step - you'll also have to think about confirmation pages, where your audience lands and have access to the content itself.
3) Always Provide 'Next Steps'
Finally, when embracing content marketing, never provide your audience with an excuse to jump off your page if they haven't at least moved closer to conversion. Each of your individual pages, from your home page to a blog post or confirmation page, should have a natural 'next step' that your visitors can take.
Promoting that next step within your web design structure is crucial. That means, for example, adding call to action buttons throughout the design that provide your audience with a way to move forward in their conversion process. But it also means optimising the content on each of your web pages to point your visitors toward what to do next.
Is your web design optimised for content marketing? Given the increasing popularity and success of the concept, it's time to make sure that your online presence can accommodate it. That means approaching the web design process strategically, making sure that you have the infrastructure in place to support a shift to a content-based philosophy.
You may not feel ready, or even overwhelmed, when considering this step. That's where we come in. By working with us, you can build a website that not only accommodates but embraces content marketing. To learn more about our services, and how we can help your business succeed online, contact us.