In last week’s post, I talked about strategies for serving up content on your site. But I didn’t get a chance to talk about what kind of content you should be offering. In my experience, one of the most challenging–but valuable–marketing and lead generation tactics is to generate inbound leads through traffic from search engines. Of course, one of the biggest drivers for ranking well in search engines, in addition to having links to your site from other sites, is to have high-quality content. Web content is very powerful.
To optimize the value of your web content, it should be:
- Frequent – Publish new content on a regular basis at least once a week, if not several times per week. Getting into a good publishing rhythm, and sticking with it, is critical to building momentum because it takes a significant amount of time for the web traffic to build.
- Fun – Web content, especially blog content, is better served in a fun and personal manner. Yes, you need to get some keywords in there, but don’t let the cart lead the horse. Too often we read corporate-speak with a variety of gobbledygook words — don’t do it.
- Factual – People like facts, figures, and statistics because they make content more credible and interesting. Use hard data to make your point and provide a compelling argument.
- Food for Thought – Make your content both interesting and memorable. Take an unusual stand or position that is likely to make someone think twice about what you’re saying. Good food for thought will give people a reason to subscribe or come back to your site.
- Followed by Fans – Look for ways to stay in touch with your fans and followers through RSS, Facebook, Twitter, and any other networks they use on a regular basis. Go to their networks, as opposed to limiting access to your own site.
Don’t just sit there — start writing content! But remember: pace yourself, and make sure you’re publishing content on a regular basis. You won’t regret it.