A big issue for many companies is the Content Saturation Index (CSI) – where many broad topics reached a content tipping point. The terms are so competitive to rank for through search engines that we must now segment content.
Learn to segment audiences too by location, industry or device.
Shift from selling to solving problems. Be helpful. Help customers find the best answer to their problems.
Know Your Customers – How will they search your site? Do they search by product type, brand name, service? Should you add a glossary of terms?
User-generated content engages. It’s no longer if you should incorporate user-generated content but what type of user-generated content is best for you company.
People love stories. Stories are not just appropriate for services and brands but about products themselves. How did it originate? Why were materials chosen? Use data to prove the point of the story. Offer a platform for customers to tell their story. Be insightful.
Be content ready. At Content For Biz we’ve partnered with several fantastic web developers and designers to create content with great visual appeal and functionality. Look no further than your suppliers for good partnering opportunities.
Is the FAQ dead? Maybe not. I tend to answer questions within the copy under a topic but some people still like having this digest of information identified on a separate page. What do you think?
I think the About Us page should be about you, your company and its history, and your customers, not a ramble on your services and solutions. Isn’t this diluting the purpose of the About page?
The end of the year is a time to reflect and rejuvenate. A new year offers lots of hope, promise, challenges and predictions. See what we think will be the content marketing challenges for 2013.
Happy New Year!
