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Content strategies for traffic and sales

Link: Content strategies for traffic and sales

Filed under: Business, Marketing, SEO by Brian Turner

One of the key mantras at present for marketing and promotional - especially SEO - purposes, is to focus on developing great and unique content on your website.

There are various options available - but all of them are likely to require a significant investment of both time and money.

The question is whether the investment may deliver on targeted goals.

Sometimes a business site will find such content distracting, and liable to attract less targeted traffic. Sometimes a business site will find such content is ideal for positioning and branding purposes.

It really depends on exactly what the individual goals are - and in terms of specifics rather than generics.

Overall, all of the following offer key benefits if properly implemented in a marketing strategy - though they all have potential pitfalls as well.

1. Articles/Reference

Articles or similar that will help provide further information - not simply around the products/services being sold, but also to funnel potential buyers towards your own offerings.

A key benefit is that search-engine friendly content can bolster overall traffic, but the other side of the coin is that the traffic generated may be less qualified - casual surfers, rather than qualified leads.

Even still, if you’re increasing non-buying traffic, you can leverage this for both product exposure and branding where possible.

Keys: Content should be unique, should be accurate, should be authoritative

2. News

Providing news and latest information on the industry can bring in significant traffic, and with the right positioning, even make you a focus of the industry itself.

A major problem with news traffic, though, is that it is primarily driven by people seeking information, rather than making a purchasing decision. Therefore news traffic is unlikely to convert well in itself.

However, you can try and turn this in your favour by ensuring that you tie in your own products and services where possible.

Additionally, if you are able to maintain a unique and authoritative voice, you may even find yourself positioning yourself as a major source of industry information.

Keys: Content should be unique, should be accurate, should be authoritative - and frequently posted.

3. Blog

A constantly updated blog can be a magnet for conversation that draws attention to a company, or else simply be used for Public Relations purposes.

It’s a perfect way to project what the company wants - which is also the major pitfall.

For one, bloggers and the blogosphere generally demand a personal touch - they are looking for a humanised voice to relate to, not an automated “we’re great” posting machine.

Additionally, in the face of contention or controversy, a blog can be the perfect target for rancour.

The bottom line is - if put yourself in the public sphere, you need to be able to manage the public glare.

Keys: Be personable, be expressive, but be disciplined and controlled with information delivery - and have something to say worth reading for your target audience.

4. Community/forums

A community - such as a forum - offers another communications tool for reaching out to your audience - customers and potential customers - with the added dimension of they being able to dialogue better with you.

It also offers the ability to build an actual community around your products and services, and encourage Permission Marketing of the member base.

If you can actually build and maintain momentum with a forum, you’ll find yourself generating a lot of on-topic discussions.

This provides extra content that can draw in extra traffic, especially via search engines, and again allow for branding and product exposure to casual visitors.

Keys: Personal and social management skills, and a dedicated outlook to provide something to a community that people will find worth joining for.





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