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Content Marketing 101: Creating Content That Sells

Let’s just dive right in here: When it comes to your website’s blog, there’s a vast difference between content that sells and content that’s just…there. Any business owner would obviously want to have the former on their website. Your time is valuable, so don’t waste it writing something that won’t further your business. Your customer’s time is valuable, too. They don’t want to waste it reading something that isn’t all that interesting or relevant.

Running a business takes up a lot of time, which is why I’ve cut to the chase here and am giving you some key pointers to get you started on creating website content that sells.
Whether you have an eCommerce website, offer virtual services, or have a website for your brick-and-mortar business, having a business blog that will actually get you some results is EVERYTHING.

So, let’s talk about some of the things you can do to have a business blog with engaging content that you can use to bring in some new customers.

Cover topics your audience actually cares about

It’s great your company just had its annual awards dinner, but your customers probably aren’t going to be as excited as you. You should be talking about things that are directly relevant – and interesting – to your audience.

  • What problem does your audience have right now?
  • What solution can you offer for that problem?
  • What does your customer hope to achieve, and how can you help them do that?

These are the questions you and your team should be asking, because they will give you a whole host of blog post ideas and topics. You can also check popular sites like Feedly, which will help you keep on top of industry news, so your content is directly relevant and timely. Have your marketing team and sales team work together to come up with a list of questions customers frequently ask. What are they looking for? What most influences their purchases? This will help you focus directly on your customers’ needs, and help you create content that SELLS.
[Related: Content Marketing for Tech Companies]

There’s more to content than text

And because there’s more to great content than just putting words on a page, producing your own media content is by far one of the most effective business blogging tips. Adding your own video, audio (podcasts), and images to your website’s blog gives your SEO a boost because others may link to your original article and give you more exposure when your images are linked to, shared, or embedded somewhere else. It also gives the search engines something new to crawl and you will get more SEO if the image is related to your site, rather than just another free stock image.

You can protect your images and media by using watermarks that have your business name and URL on them. Even if someone else puts the images on their own site, your brand will still be visible and so will the URL of your site. If you are your own personal brand, have a graphics professional design a logo you can use on all of your marketing collateral, and add that as a watermark to your images.

Give your website and blog some additional SEO by adding keywords into the captions, alt tags, descriptions, and file names. For example, rather than just saving an image with whatever your PC comes up with, or even something generic like “Image1.jpg”, change it to “marketing_automation_software.” This makes it easier for search engines to find when someone conducts a search, which will bring those users to your website.

Write for people, not search engines

Even though you want to implement some SEO strategies, you want to be sure to have content that is written for people, not search engines. Don’t stuff your content with keywords, just so you can try to rank higher. Your content will seem shoddy and your site can be flagged as spam. This is especially true for eCommerce stores who tend to duplicate product descriptions. When it comes to setting up your online store, do things differently. In fact, the stores the write product and service descriptions geared towards humans, not search engines see higher sales and conversions.

You do, however, want to make sure search engines – and people! – can easily find your blog. Your website design should include a top header or listed on a plainly visible menu that lists your blog. No need to get cute with it, or name it something like “News” or “Updates”. List it is as “Blog” in order to make it easier on your website visitors. When they click on that tab to find your content, make sure they are going to come across useful content they can use. This will help you build a loyal following of subscribers and, the more that relationship is nurtured, the more likely they are to convert to paying customers.

Interact with your readers in your blog posts. Talk TO them, not at them. Tell a story, relate to them, educate them, and then give them a chance to respond.
Encourage them to interact with you in the blog comments. It’s a great way to increase blog engagement and get a feel for what your customers are looking for.

Final Thoughts

When you really get down to it, it’s the quality of the content that matters the most! Prospective customers don’t want any ineffective or irrelevant content any more than search engines do. That’s why it’s essential you only publish high-quality blog posts that demonstrate the value of your brand and its products.

You also want to make sure to have different types of content and media in order to keep your readers interested in your content and to keep coming back for more. We all know content marketing is very important, and it can be daunting to get started doing it, so I’d love to hear from you about your experience using the tips on this list. Which content marketing tip would you add to this list to help those who are new to it? Share your ideas in the comments below, and while you’re at it, please go ahead and share this!