In today’s episode, we examine different ways you can supercharge your website content by using some time-tested strategies that we may intrinsically know but don’t always talk about.
The first reference is from an article in Entrepreneur Magazine about three big mistakes one consultant made when building a new site. The mistakes all revolve around not understanding a basic tenet: B2B requires quality, not quantity. He chose AdWords keywords that were too general and ended up spending money on clicks that didn’t generate any real leads. He didn’t understand that buyers need prompting to get further into his content and needed ways for potential customers to actually talk or chat in real time with someone who can get them more engaged and further up the marketing funnel. We suggest all sorts of improvements, including having a FAQ and using different content types, to increase engagement.
The second piece is from Michael Brenner, CEO of Marketing Insider Group, who was our guest way back on episode 12. He talks about the importance of using serialized content to capture more attention. We need to understand that generating demand is all about cultivating and nurturing your potential customers. Start with a content audit to see what material you have that can be collected and serialize. Also examine some of the leading sites that Brenner talks about in this post. Paul has plenty of other great suggestions that he mentions in this episode, and you might want to also buy his book to get further details.