The global pandemic has forced us all to rethink the way we do business. Sometime in March or early April, you probably took a long hard look at your online presence. Perhaps you were pleased with what you saw, or maybe you grimaced. Since then, you might have had a website upgrade. Or you could even have invested in your very first website. Your established client base was no doubt elated that they were able to buy your goods or access your paid services online. You may even have seen an increase in turnover that you didn’t expect.
But, as consumers turned to online shopping for everything from groceries to yoga classes, around 85,000 other businesses in the UK also launched online stores and platforms since the start of the pandemic. And that means that the loyal client who has been taking your Chichester-based yoga class for the last five years can shop around. While we all love to think that supporting local should be enough, the reality is that sometimes it isn’t. Whether it’s based on a financial decision or a user experience a savvy shopper will always check out your competition.
But with competition comes opportunity. If you can stand proud from the crowd and get found online, you will be able to add to your delighted local client base.
So… You’ve had a website upgrade… What now?
You may have met me at a networking event in Chichester or further afield. And if we’ve discussed websites, we will likely have had a conversation around why a website is never complete. After you’ve paid your developer’s invoice for your website upgrade, it’s very easy to tick the box and move on. But, the real work starts here. The importance of driving traffic to your website cannot be underrated. So how do you do that?
The short answer… Even in 2020 fresh (website) content still wears the 👑!
If you’re relying on your social channels alone to generate content your website upgrade was all for nothing!
So, to help you make the most of your new or upgraded site, I thought I’d share three tips for creating killer content.
Have a plan:
Creating an editorial calendar is the first step. If you don’t know what you’re going to write about, you’ll put off writing anything. A well-planned content calendar (at least three months in advance) will help you avoid writer’s block.
Refine your messaging:
Every post should have the same purpose; it should cement your key messaging. That’s not to say your posts should be repetitive; Google will almost certainly catch you out if you keep writing posts to hammer out the same keywords.
By ensuring your messaging is consistent, you will eventually guarantee your place as the go-to authority within your industry niche or sector.
Top tip: Make sure your key messages are short and specific and that you can back them up with evidence.
Share stories and personality:
As the legendary marketeer, Seth Godin once said, “Marketing is no longer about the stuff that you make but about the stories you tell.”
Brand storytelling will help you grab your website visitor’s attention and prevent them from scrolling or swiping away. By conveying your key messages through storytelling, you are more likely to engage your audience, and they are more likely to share your posts! It’s a #winwin situation.
So, tell stories about how your products and services have helped your customers solve problems, or how you became the business you did! Read my story HERE.
These tips for creating killer content will help you engage with your audience, but don’t forget that you also need to keep the search engines happy! At Kate Coote, we craft search engine optimised content and articles for clients across a wide range of industries. We’re based near Chichester in West Sussex but work with clients both nationally and inrernationally. Talk to us about how we can help you with your content creation!
