A decade ago, copy on websites was primarily centred on product descriptions, with webpages largely being a product or service brochure. Consumers visiting websites now demand a different experience, and brands need to lead with content that can deliver real value and insights. Putting this informative content front and centre on the homepage is a good start. Try to do things that interest the customer and they will respond in kind.
Look to educate
Using the drive for added value can be a jumping-off point for delivering better overall customer experiences, and content is at the heart of this. Think about what content you would want to create and publish if you weren’t selling something. The answer may be to educate and help visitors with their problems and issues.
Being able to deliver timely, authoritative advice can lead to major benefits in terms of sales and brand loyalty and retention. The user will appreciate and take on board messages and will in turn have more confidence when making decisions, which increases trust and creates a lasting emotional connection.
Recent research shows that content is used at the awareness phase or top of the sales funnel most of all, but it is important not to neglect the ‘consideration’, ‘evaluation’ and ‘purchase’ stages. If you can provide the right content at the right time across this cycle, you will see greater returns from your strategies and campaigns.
Everything old can be new
You may already be sitting on a treasure trove of content that’s ripe for recycling and repurposing. Reusing content ties in neatly with wider trends such as cost-effectiveness, so look back through a few old blog posts or articles, perhaps those that have received the most views, to see whether there is anything worthy of an upgrade.
Upcycling content can complement the creation of new materials from scratch, making it easier for you to produce marketing that engages at scale. A few ideas for recycling include turning a 1,000-word piece into snackable social media posts or using a fact-driven blog as the foundation for an eye-catching infographic.