Content marketing
Have you ever been to Cannon Beach in Oregon?
Just as Haystack Rock towers above the Pacific Ocean, the content on your website, in your emails and blog posts, and in all your marketing material needs to tower above the sea of information that is already out there.
But the term 'content' encompasses an awful lot. It includes your blog posts and website pages - you probably already knew that - but it also includes your email funnels, your downloadable infographics and ebooks, and your case studies.
Speaking of case studies - we've gotten so good at case studies, we've devoted a page to them! Be sure to check it out.
What content do you need?
"Content" is just a word to describe, well, words. "Content writing" is taking your USP and your message, and turning it into interesting, informative words - lots and lots of them - so that when your prospects and customers are looking for answers, they find you.
Whether you are setting up a new website or beefing up an old one, you need enough content that your customers and prospects recognize you as an authority in your field. You also need enough content that search engines such as Google and Bing find you and point prospects to your website. And finally, you want enough content that once a prospect or customer is on your website, they find useful and interesting articles, documents, and emails, that make them remember YOU when they need your products or services.
These are 4 main areas to consider as you ask yourself, "Do I have enough content?"
Main website pages - the main pages that describe your company, your people, your products and your services. Each page should have at least 250 - 300 words so Google can get a good idea of what it's about and rank it properly.
Blog pages - It's fine if blog pages vary in length, but you need to regularly publish some longish blog posts. At least 1200 words, and better in the 1500 word mark.
Downloads - One thing that sets you apart as an authority in your field is a download relevant to your industry and niche. These are called 'lead magnets' and are something of value you offer your prospect, in return for their contact info. Something like a guide, checklist or whitepaper. Whatever it is, it should provide value to your customer within the first 5 minutes of them opening it. The length depends on your offering - a checklist can be as little as 100 words, while an ebook might be 10,000 or more!
Emails - Once you have your lead magnet capturing your prospects' contact info, you need to nurture them along the sales process with targeted emails. Each email should be a quick read; between 50 and 250 words.