To completely perceive this content material advertising and marketing exemple site internet, image your individual web site for a minute. What can you discover there? If its like most web sites you will note:
- A historical past of your organization.
- Company biographies.
- Information releases about your organization.
- Details about the providers you present.
Sound acquainted? Principally, you are speaking lots about your self, and never a lot about your buyer.
What when you blew up your web site and began over with a totally totally different method: a content material advertising and marketing technique?
As a substitute of filling your web site with details about your organization, you fill it with helpful info associated to the providers you present: white papers, cellular purposes, on-line articles, recipes, net instruments and webinars. Principally, content material something your prospects would discover attention-grabbing.
Positive, you’ll nonetheless have some details about your small business, however it could be tucked away (within the “about us” part, maybe?).
Assume it sounds far-fetched. It is not. The Betty Crocker web site is one nice content material advertising and marketing instance. On the positioning you may discover:
- A recipe for straightforward beef tacos.
- Suggestions for money-saving packed lunches.
- A “How do you want your s’mores?” ballot.
- Neighborhood message boards.
- Not a phrase about how Betty Crocker cake mixes are “moist and scrumptious” in sight.
In different phrases, that is one among many manufacturers who’ve realized offering helpful content material is a greater advertising and marketing technique than speaking about themselves.
Sure, this method turns conventional advertising and marketing pondering upside-down. It could be a bit a lot for some organizations to swallow.
If a whole web site “blow-up” is not on faucet to your group, pondering alongside these strains can nonetheless assist get you transferring in the direction of content material advertising and marketing success. For instance, you might enhance your present website’s concentrate on content material or develop a separate microsite centered completely on content material.
The take-away lesson: make your web site much less about your small business and extra about your prospects.
Content material specialist Megan Tsai is a seasoned communicator and award-winning author. As a full-time freelancer, she gives content material advertising and marketing consulting, enterprise writing, copywriting and advertising and marketing communications for firms and promoting companies.