Need a Content Strategy that Converts? Placement and Style Matter Just as Much as What and How You Write

If you haven’t already heard, content is one of the most important factors in any successful internet marketing campaign, today. Write the type of content your target market is looking for and optimise it in a way that will also demand attention from search engine bots and you’re off to the races, working with a content strategy that will deliver real results. When designing or re-designing your content strategy, however, you need to put about as much thought into where your content will go and how it will look, as you do coming up with the topics you’re going to write about.

If you’re getting set to launch a new site or have come to the realisation that your current site could use a new strategy as far as your content is concerned, devote some time to determining where it is that your content should go and how it should look. When it comes to marketing on the internet, the same principles that are used to determine where certain products are placed in the grocery store (think front of the store, centre aisles and at eye-level on shelves) or ads and stories in newspapers positioned, should apply. It might surprise you to see that content which received little or no traffic or interest previously, has the highest conversion rate once it’s placed in a different location on your website and made to look a little different.

Empower Your Content Strategy by First Determining What Matters Most

While we like to think that everything we do on the internet for the sake of our business is important, some of the content we produce is undoubtedly more important than others; some content you write will help popularise your brand or generate conversions and/or leads, while others will aid in your efforts to achieve the right keyword densities but may not have as much value as far as your internet marketing goes.

With this being the case, you’ve got to sit down and create a strategy for how your content will help meet your site’s goals. If that goal is to sell as many spots in your upcoming lean business operations course, you’re going to want some content that speaks directly to your target market’s pain points—to cut their business costs and maximise profits—front and centre on the site.

A Few Tips for Positioning Your Content so as to Achieve Maximum Result

There’s a reason the leading stories in newspapers appear on the front page, above the fold; this is the area that gets the most visibility. The same is true on the internet; your content strategy will fall flat if the marketing material you produce to directly address your target market’s pain points is buried deep in your site or is one solid block of text. If there isn’t enough space or it doesn’t seem appropriate to place this content right on the home page, make the link or tab that will lead site visitors to this content Mecca obvious. Bold lettering and tabs in colours that contrast with the others on the home page will get noticed. Sometimes, all that’s needed is a little white space; make it obvious that a particular piece of content deserves visitors’ attention by giving it enough space to literally stand out.

What if Everything is Important?

While successful internet marketing requires prioritisation on many levels, if you really feel all of the pages of content on your site are worthy of visitors’ attention, try using a side bar that spans the length of the home page and in which you place bold headings or titles of your various pages of content, all the same size, colour and font. This way, people won’t get the impression that one page is more important than another but that all of your content is worthy of a read, view or share.

This is a very basic outline of the types of things you’ve got to keep in mind, in addition to the type of content you’ll create, when developing a content strategy. After all, it’s easy to forget that powerful content isn’t just interesting or written well. It’s executed in a way that’s unforgettable to those who see it.

If you’re looking for a little guidance while you create a new content strategy for 2014 or get set to overhaul your current site so that it’s more in-line with SEO best practices and a glistening example of powerful internet marketing, get in touch with us. Business owners from many different niches have already sought our help to ensure they start 2014 in the best way possible. 

If you’re looking for a little guidance while you create a new content strategy for 2024 or get set to overhaul your current site so that it’s more in-line with SEO best practices and a glistening example of powerful internet marketing, get in touch with us. Business owners from many different niches have already sought our help to ensure they start 2024 in the best way possible. Call us or get in touch with The SEO Company on 1300 885 557 or email us here.