Content marketing has been a hot SEO buzzword for the past few years now, but many people don’t really understand how to use it to their advantage. The fact is content builds trust. It conveys authority in a given space and it sells! Never underestimate the value of good, usable content.
Now that we have that out of the way, here are a few problem area that might spell trouble for your content development strategy, if you’re not careful:
- Unfocused and Not Usable: People often think they just need to crank out post after post after post about their business to build their site’s SEO ranking and grow. The fact is that couldn’t be further from the truth. Good content is valuable to your business website simply because it helps the user. Post after post after post about how great your business is isn’t going to convince anyone of your authority in anything but your own brand. What you need is content that solves a user’s problems or answers their questions related to your product, service or industry. Focus your content on serving the user and you’ll get your website authority on track.
- Poor Grammar: Nothing screams nonauthoritative more than reckless use of the English language. A proper command of English grammar in your content says you are polished and professional. Check your content’s grammar before posting and ensure you get thought of as an authority in your space and not an ill-prepared pretender.
- Poor Spelling: Really?! Enough said.
- Your Content Layout Rejects Design Norms: Of course, you are free to be creative when designing your website. But there are some things people come to expect on a website. For instance, a prominent menu is something people look for. But if they actually have to look for it, they are likely to bounce. Make sure yours is prominent and stands out. Another norm that people fully expect to find on your website is an “About Page” of some sort. They want to learn the basics about your business. Some people want to make sure you do what they think is it you do and that they are not wasting time on your website. Others simply want to know more granular details about your business or brand to get to know it better. Don’t leave out some of the more common elements in designing your website or you may also leave out site visitors in the process.
If you would like to work with Proctor Digital strategists to develop a cogent, effective content marketing strategy for your website, call us at 773.664.5819. We’d love to help!