The right approach, according to Lovinger, is to get your web developers or whoever is responsible for setting up the CMS to have separate fields for the chunks that make up your content piece. By breaking your content into chunks, it can flow into different presentations and be used in flexible ways. Many mobile sites only display a portion of the content that their desktop counterparts display. Bottom line: Structure content into its smallest building blocks in your CMS so that content can be re-assembled flexibly for use in different contexts and on different devices.
Metadata, in a web development context, is a set of programming guidelines that web developers can use to help search engines and other applications better understand content on a webpage. Google and Yahoo! Metadata enables search engines like Google and Yahoo! Bruce Lawson is a web standards evangelist for Opera Software and a major pusher for the adoption of metadata.
He points out that, although there are quite a few different metadata standards that have emerged over the years, he recommends microdata as the standard to choose, primarily because it has the backing of all the big search engine adoption Google, Yahoo!
So why should online content strategists be concerned with metadata, when it sounds like something developers get excited about? Bottom line: Get your developers to wrap your content with metadata to achieve a greater visibility in search results and a richer user experience when browsing. Web standards are a set of standardized best practices that developers can, and should, use when building websites.
The standards have been written by a group consisting of all major browser manufacturers and the big search engines. To help non-developers understand web standards, we can think about newspapers: the front page of a newspaper is typically reserved for breaking news, the back page is typically reserved for sports news.
There is no law or governing body that says it has to be this way. Rather, it is a commonly accepted convention amongst newspaper publishers, and something that newspaper readers have become accustomed to. The main reasons for getting your developers to build websites with web standards are so that the content on our websites:.
HTML5 is effectively a superset of web standards. Bottom line: Web standards and HTML5 are important for better visibility in search engines, a consistent message across all browsers and a richer experience for users. Perhaps the most important, and humbling, aspect of any content strategy is the realization that the content you create is not the most important content on your website.
Luke Wroblewski is the author of three popular web design books. He has held senior product positions at Silicon Valley giants eBay and Yahoo! Also, it is important to optimize the web content for search engines so that it responds to the keywords used for searching.
Text: Text is simple. It is added on the webpage as text blocks or within images. The best written content is unique textual web content that is free from plagiarism. Web content added as text can also include good internal links that help readers gain access to more information. Multimedia: Another kind of web content is multimedia. Simply put, multimedia refers to any content which is not text; some examples include:.
Images: Images are considered the most popular option to incorporate multimedia to websites. Clip art, photos, or even drawings can be created by means of a scanner or a graphics editor. It is recommended to optimize the images so that the users can download them quickly. Audio: Different types of audio files can be added as part of the web content so as to increase the desirability of the website.
Video: It is the most popular multimedia contents; however, when adding video files, the publishers should make sure that they efficiently on various browsers. Web content management WCM is essential to run a website successfully. To manage web content, publishers should organize content in line with the requirements of the audience.
That is why you can search almost any topic and find multiple resources and articles answering your questions. While adding personality to your content can put some originality and life into your work, it is depth that can set your content apart. When you plan your content, look for ways to delve into the information.
Be sure that you then provide information that is thorough , specific , and useful for your audience. Not only will this attract a loyal following, but you will establish yourself as an authority online and an expert in your field. A buyer persona is a distinct group of potential customers, an archetypal person whom you want your marketing to reach. You may target one buyer persona, or a few. Make sure you know who you create your website for. Introducing content dedicated to buyer personas can massively increase your conversions.
Do you speak the same language as your target audience? Do you use the same terms they use when discussing your products? You need to give each buyer persona a reason they should buy from you. Think about it from their point of view. They want to know how you can help them solve their problems; how you can help them boost profits, save time or cut costs; or how you help them become more productive, healthier, or happier. KISSmetrics explains how its analytics software solves problems for each buyer group.
To maximize sales, you need to overcome all objections potential customers may have. Do they think your product or service is expensive? Is your product too complicated? Are buyers concerned your product may not be suitable for their own specific circumstances? Address objections on your sales page or refer people to a page with frequently asked questions.
Ensure you overcome all potential objections to optimize conversion into sales. Crazy Egg explains why you should buy its tracking technology even if though you can get Google Analytics free of charge:. Unless you sell commodities, most buyers have questions about their purchase. Change your mindset from How to sell widgets to retired workers to How can I help retired workers select the right widget for their requirements.
Just answer the most important ones and create an editorial plan to address the remaining questions. Email marketing provider MailChimp uses their online training section to answer email-related questions. These pages rank high in search engines for phrases like What is a double opt-in , How do I create an autoresponder, and When is the best time to send emails. Potential buyers use Google to search for answers to their questions.
This is a great way to generate relevant long-tail website traffic, and be helpful to potential buyers. Your content is nothing if no one reads it, so make sure you get your social media and PR teams on deck. Each time you release a guide, plan a corresponding social media strategy. Try different copy as well as different times of day. If you have the budget, consider a sponsored Facebook or sponsored Tweet campaign.
Integrate your guide into an email marketing campaign so that your guide goes out to existing customers and subscribers. Consider holding a contest or giveaway in conjunction with the release.
Make sure all contests and giveaways are relevant and connected. If you feature influencers and companies within your guide, be sure to reach out to them and let them know. Depending on your relationship, you can ask them to share it or simply ask them to read it. Creating outstanding website content requires a lot of hard work and preparation. Instead, look for those small changes you can make to your site and content development that will improve its user value and quality.
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And why does your specific target audience matter?
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