Welcome to Part 4 of our “Reflections on Key Content Marketing Principles” blog series. We’re approaching the end of the series now, but we still have lots of ideas to cover. Whether you are just starting out with your content marketing, or you are an established brand looking for fresh content ideas, these blog posts should give you some food for thought.
In this post, we’ll look at corporate websites and how to make a bad one good, how to focus on giving customers useful information and looking at how content will work in the future.
Building your content ship on rented land isn’t always a good idea.
Think about where the majority of your branded content is sitting right now. Is it on your website? Is it on Facebook? Is it on LinkedIn? There is nothing wrong with having content on another platform besides your website, but do you really want to assign ownership of the majority of your content over to a third party? Who knows? They could pull the plug on your content tomorrow, or start charging you even more for using their service. Try to keep ownership of your most useful content on your blog and website.
Ninety percent of all corporate websites talk about their great service or product and forget about the customer.
Got a great product? Proud of your service? Of course, you want to shout about it. There is nothing wrong with that, but in doing so, try not to forget the expectations and needs of your customers. Most customers arrive at a website looking for information. Give them something they can really get their teeth into and make them trust and want what you have to offer.
The majority of corporate websites are awful.
Corporate websites can be quite ugly to look at and dry when it comes to content, but it doesn’t have to be that way. Whether you are offering financial products or dealing in company mergers, there are ways to make your content stand out. Bold and modern text, stunning visuals, video content and smart copy can make your website stand out in a sea of grey and boring corporate sites.
In five years time, most content will be published over corporate media.
Did you know that in the US, 90% of what Americans read, watch or listen to is controlled by six major corporations. It is predicted that in five years time, most of the content that consumers engage with will be broadcast in some way over corporate media.
Buyers are in control - give them relevant content to help them with the buying process.
It really is a buyer’s market right now. Consumers know where to get the best deals, how to tell whether they are being given the hard sell and that if you can’t give them something, somebody else can! Remember this when defining your content strategy and try to make what you have irresistible. Simple things like making sure your website can be viewed on a mobile device, can make all the difference.
We hope you are enjoying this series. Look out for the closing Part 5, next week. To find out more, call MintCopy at 888-646-8003 or send us an email.