April 24, 2018 (Tuesday)

We are perfecting the online experience...

Building Content

Most websites have a relatively specific target audience and requires a level of customized content. Content should contain key words that are connected to your products and/or services, and which subsequently will improve your company's search engine results.

Websites contain both informational and endorsement content.  It's important to understand the differences between informational content and content designed to boost sales.  Regardless of intent behind particular content development, content should be geared toward helping to educate the reader on your services or products or your overall mission.

Ecentech can help you to:

  • Analyze and clarify particular content.
  • Improve your voice; convey information in a more active rather than passive voice.
  • Check for relative keywords or generate new keywords, building content around those relative keywords.
  • Create or copy edit to inform the reader, and to promote or sell the company, product, or service described in the website.
  • Produce enticing content which engages visitors.
  • Produce smart content focused on search engine optimization (SEO).
  • Create unique, useful, and compelling content on a topic primarily for the readers and not just for the search engines.
  • Write aiming content for relevance and search-ability:
    • Relevance means that the website text should be useful and beneficial to readers.
    • Search-ability indicates usage of keywords to help search engines direct users to websites that meet their search criteria.

Online Writers vs. Print Writers

Writing online is very different from composing and constructing content for printed materials. Web users tend to scan text instead of reading it closely, skipping what they perceive to be unnecessary information and hunting for what they regard as most relevant. It is estimated that seventy-nine percent of users scan web content. It is also reported that it takes twenty-five percent more time to scan content online compared to print content. Web content writers must have the skills to insert paragraphs and headlines containing keywords for search engine optimization, as well as to make sure their composition is clear, so that they will be able to reach their target market.


Online Marketing Strategies

Personal Branding

Personal branding merely translates, in this day and age, as being present and active on social media portals, such as Facebook, Twitter, Instagram, LinkedIN, or Pinterest.  Not everyone wants to engage in one or any of these, but building a page on Facebook, for example, will help you to get the word out about your products, services, new book, new business, etc., in addition to a website and other marketing efforts.  Personal branding is also your reputation: keep it real, clean and positive.  We can help (writing and/or editing content for your social media marketing campaigns)!

Content Marketing

Content marketing takes a variety of forms.  For example, you could use white papers, ebooks and other long-form content to attract downloads, signups and conversions, or you could use an on-site blog to attract more inbound traffic to your site.

Whether you're a business-to-consumer (B2C) marketer or a business-to-business (B2B) marketer, content development is a pivotal tactic which will increase your website traffic if targeted to your audience and done consistently.  

Search Engine Optimization (SEO)

SEO is the process of making your site more visible in search engines, so you get more traffic from people searching for the products or services you offer. Much of your organic search position ranking comes from the technical structure of your site and your ongoing content development strategy.

SEO can be organic or intentionally developed as a marketing tactic.  It is not much more of an investment if you’re already creating new content regularly -- and it’s well worth that extra investment if for no other reason than to make sure your site is properly indexed.

Conversion Optimization

Most of these strategies aim to get more people on your site, but what do those people do once they’re there? Conversion optimization helps you ensure you get more value out of each and every visitor by maximizing your rate of conversion.  This is where we come in, in developing intentional strategies to convert your visitors into paying customers.

Social Media Marketing

Social media marketing isn’t the get-rich-quick scheme you may have been promised, but there is potential in building and nurturing a social media audience. Social media outlets are another way to market your products and services. Here, you stand to gain greater brand visibility, a greater reputation and far more inbound traffic with your syndicated links.

Email Marketing

Email marketing has astounding potential for ROI because it costs almost nothing to execute. Start collecting subscribers from your website and social media pages.  Even a simple content newsletter can help you encourage repeat traffic to your site, and facilitate more engagement with your products and services.

These 5 strategies all work together. While they can be pursued individually, each connects with and feeds into the others in some way. If you pursue them all, complementing your efforts across these multiple areas, you’ll see an even higher potential return.

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