How to create great online content for your small business website

Content Marketing for small business

 

Great content is an essential part of a successful online presence. It helps drive traffic, build relationships, grow brand awareness, reinforce trust and support SEO. So, what makes great content and how can you as a small business owner ensure you are getting it right?

We take a look at how to approach content creation with 7 helpful tips on how to produce content that is top-notch.

1. Focus on your customers

When you are thinking about the kind of content you want on your website your focus should be on creating content that is relevant and of value to your target audience. It can be tempting to pack your website full of sales orientated copy, which of course has it’s place, but your key aim should be to produce content that your customers and prospective customers will find interesting and useful.

SEO also plays an important part in content creation, but the days of keyword stuffing practices are long gone. Instead spend some time researching your target audience and brainstorming the kind of keywords and key phrases they might use to search for the products and services you are selling and incorporate them naturally into your copy.

Essentially if you write content with your target audience in mind you wont go far wrong.

2. Create original content

The most important content for marketers is original written content (45%)

Search engines like high quality content of which a key characteristic is originality –  essentially content that is not already on other website. Hence duplicating content from other sites is not the answer (in fact such practices can be detrimental to your search engine page ranking).  So how can you ensure you are getting enough original content on your site?

Blogging: Posting regular blog articles are an excellent way to ensure original and relevant content is being added to your site on a regular basis. Writing blog articles requires time however in addition to providing you with original content, blogging also helps generate traffic, yield new leads, maintain customer relationships and build brand trust.

blogging

Curated Content: A consistent flow of original content is essential, however in reality small business owners are under huge time pressures and have limited resources.  Therefore there are times when curated content can step in. For example a weekly ‘news roundup’ of relevant articles in your industry can work well – just ensure you are adding your own, original commentary and opinion to it (and as we mentioned before don’t plagiarise or try to pass it off as your own!)

Product pages. Write your own product descriptions rather than simply re-using the information supplied by the manufactures.  Create your own original descriptions with your target audience in mind, making them user-friendly and relevant.

 

3. Make it useful

“Creating compelling and useful content will likely influence your website more than any of the other factors discussed“

Google Search Engine Optimisation Starter Guide

Think about what kind of content will be of interest and have a value to your target audience – is it informative content or entertaining content that will most appeal – or indeed a mixture of both? Useful, relevent content will help drive traffic to you website and keep people coming back for more. Some ideas include:

  • Free downloadable e/book or white paper
  • Infographics
  • Latest industry news and trends reports
  • Ideas and tips for using your products in real-life
  • Competitions or quizzes
  • Interviews with relevant industry figures
  •  Online videos such as useful tutorials, product instructions or demonstrations

4. Be visually engaging

Having great visual content is an essential part of successful content creation. As humans we are naturally drawn to all things visual , so think about how you can use visuals to create standalone content and support other content on your site.

visual content marketing

 

 

Engaging images: How can you make the images on your site more engaging? For example, instead of just using product images provided by the manufactures take your own photos – showing off products in relief scenarios.  Avoid using run of the mill stock images. There are some excellent online image libraries where you can source some interesting and inspiring images. Think about using software tools (some of which offer free services) like Skitch and Canva to add text to images. Essentially spend some time thinking about how you can produce your own interesting and engaging visuals for your website.

Video: If you can incorporate video into your online presence all the better. Video has become an important element of successful content marketing – indeed research indicates that 1 in 4 consumers actually lose interest in a company if it doesn’t have video.

5. Make content digestible

How you write and present your content online is important. Reams of unbroken text on a page is off-putting. you may have written something of huge interest to your target audience, but if they can’t grasp the gist of it in moments they aren’t going to bother to read it. Keep to the point and get rid off any unnecessary fluff and waffle.

Think about how you present text on the page – it should look inviting. Break up text into small digestible paragraphs, use headers, sub headers, text blocks, bullets points and of course engaging images.

When visitors look at the content on your website ensure it is visually appealing and that your content is displayed in manageable, easily digestible chunks.

6. Keep it fresh

It is important to keep the content fresh and up-to-date.  Go through your online content at regular intervals to ensure that there is no out-of-date information or broken links. Having old, stale content can make your site look unprofessional. And, whilst you are reviewing your content, make sure you are double checking for any typos and grammar mistakes.

Re-purposing or refreshing an old blog post with new updated information or updates is a quick way to freshen your content and add new original content to your site.

7. User generated content

Search engines like user-generated content such as customer testimonials, product reviews, blog comments and discussion forums. Moreover, this sort of ‘conversational’ content is a good way to keep regular, original and relevant coming into your site. Of course if you do go down this road, you will need to ensure that you are regular monitoring the content that gets put on, removing anything offensive or inappropriate immediately.

When you are creating online content for your business if keep your target audience in mind at all times, you won’t go far wrong. Content that appeals to your customers and is likely to keep search engines happy too. Focus on having a good variety of high-quality content that is relevant, interesting and offers value to your audience,

We’d love to hear your thoughts and experience of creating online content, so please do leave a comment. 

 

 

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5 top visual content tips to improve your social media presence

visual content on social mediaMarketers are continuing to invest an increasing proportion of their budget in social media.

The consensus seems to be that coupled with the continued investment in social media, visual content marketing will be of the key e-commerce trends for 2015.

The ease of which images and videos can be shared on social media makes it an obvious platform for visual content marketing. We take a look at the benefits of visual content and offer some helpful tips on how to use visual content to improve your social media presence.

Rise of visual content.

“The use of visual content in social media has been phenomenal with 70% jump in 2014” ViralTag.

This remarkable growth in the use of visual content is the result of a number of factors including:

  • Increased mobile usage:  3 out of 4 Facebook users now access Facebook through their smartphones. And since, images are far easier to digest on a phone than large chunks of heavy text visual content is becoming increasingly popular .
  • High speed wireless networks: Thanks to the wider availability of high-speed wireless networks we no longer have to wait for eons for an image to download.
  •  Growth in social media: The continued rise in social media. All the key social media platforms continued to grow during 2014. Of particular note is the impressive growth from visual content based platforms  like Pinterest and Instagram who grow active users by 111% and 64% respectively.
  • Human nature: By our very nature we are drawn to visual stimulus. The majority of us are visual learners which means we can digest visual content far more easily than text-based content. In fact according to HubSpot, visual content actually makes up 93% of all human communication.
  • Accessible visual marketing tools: There are more visual marketing tools at our disposal than ever before. Creating professional looking pictures, images and videos is no longer just for big companies and big budgets – we can DIY great, original visual content ourselves.

link building for sepBenefits increased visual content brings your business.

Increasing the amount  of visual content your have can bring a number of benefits to your business. For example;

  • Helps with link building: Visual content is highly shareable. Quality inbound links back to your website content via social media can help you with your SEO (Search Engine Optimisation) and improve your search engine page rankings.
  • Increased customer engagement: Visual content such as photos, images, infographics and video improves engagement on social media. According to Hubspot social media posts with photos account for 87% of total interactions.
  • Makes an impact: In a crowded market of online communications a good visual can help your message stand out. Visual content enables you to convey ideas and messages immediately.
  • Builds brand awareness: Engaging visual content can increase your number of fans, likes and comments – growing the awareness of your brand amongst an audience

tips to implement visual content5 tips to improve your social media visual content.

To help get you started we’ve outlined a few ways to implement quality visual content that will improve your social media presence.

1. Use visuals to support all your posts

Sounds obvious but a surprising number of businesses still post social media updates without adding a photo or image. Remember:

” The brain processes visual information 60,000 times faster than the time it takes for the brain to decode text” Hubspot

Support all your posts with an image. It is far more likely that you’ll engage a user if you have a captivating visual. For example, say you have just written a great new blog article. It is a fascinating topic and you want to share it on social media. Great, but no matter how compelling your headline and subject matter is, it is not going to get anywhere near as much engagement as it would with a relevant image to support it.

Don’t forget to use images on Twitter  posts too. According to HubSpot a Twitter post containing at least one image will increase shares:

  • Average Twitter shares with no image = 9.67
  • Average Twitter shares with an image = 20.36

Finally, don’t use lack of budget as an excuse to not include photos and images. There are a plethora of sites that offer the use of free or low-cost photos and images. Just remember some of the free images may require an attribution.

2. Think interesting, inspiring and original

As we’ve mentioned above, using images is essential. But to really captivate your audience try to be as visually interesting and inspiring as possible. Mix things up by trying to veer away from using too many stock pictures. We’ve all seen the standard pictures of smiling business men in suits so many times that to be honest they’re not really going to grab anyone’s attention. Try to think more originally when using supporting images to  get a message across – you want to make as much of a visual impact as possible.

Another example of how to beef up your visual content is to take something like an inspirational quote (which always prove popular on social media) and to try using something like word art to make it visually enaging. For example:

Inspirational quote

I’ve just read an excellent article:  5 must have free visual marketing tools. It provides a list of free visual marketing tools that help you do all sorts of great things to improve your images such as:

  • Putting text and captions over images
  • Creating collages
  • Word Art
  • Data visualisation

It should get your creative juices flowing.

3. Create some original video content

We only have to look at the phenomenal success of YouTube to get a feel for how popular video is. Indeed according to HubSpot every single minute:

  • 8333 videos are shared
  • 72 hours of new video is uploaded on YouTube

Including video links into your social media posts  is an excellent way of increasing engagement through original added-value visual content. Try creating original videos that showcase your product, introduce your business and team, offer demonstrations on how to use your product or service, give video tutorials, or illustrate how a product is crafted. There are all sorts of interesting ways you can incorporate video into your social media presence.

A customer who watches a video is 85% more likely to make a purchase

You no longer have to rely on an expensive production companies to produce a good video. There are a number of online video creation tools around like Animoto or WeVideo. You can also opt to do-it-yourself  with a camera and video editing software such as Windows Movie Maker or iMovie.

4. Try introducing Infographics

Infographics are a great way to visually convey information in a colourful, interesting and digestible manner. They are particularly useful if you have some interesting numbers or research to impart. Infographics make great blog articles that you can link to via your social media posts.

 

Cutting costs for business infographic

 

According to research, consumers are more 30 times more likely to read an info graphic than a text-based piece of content.

5. Finally, make visual content a significant part of your overall content strategy.

Your social media presence should support your content strategy and drive traffic by enticing an audience back to your website though links and the sharing of content.  As we discussed earlier in the article since you are far more likely to attract the attention of an audience on social media with the use of images, photos and video, it follows that you should be making visual content an important element of both your social media strategy and your  overall content strategy.

If you put time aside and actually plan in some of the visual content ideas we mentioned in the article, you are far more likely to see them implemented and reap the rewards visual content can bring to your business.

We’d love to hear your thoughts and comments on this post. So please do leave a comment.

Photos from mobile image courtesy of tiverylucky at FreeDigitalPhotos.net

Ship Chain image courtesy of Bill Longshaw at FreeDigitalPhotos.net

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