When it comes to content that is representative of a business, it’s wise to follow these general rules of thumb:
1. Provide value to your readers.
2. Be careful not to offend your readers (if you do, there’s a classy criticism sandwich method for doing so).
3. Balance the topic choice while still staying relevant for optimal effectiveness.
You’re offending me…
Recently I visited the blog of a particular night spot in a certain city. Yes…I’m being very vague here…for the sake of protecting this establishment’s online rep.
I read the 2 latest posts. Balanced as they were, the first one I read was a quaint history of the owner and his/her journey from starting the establishment to its fruition. Very charming and heart warming. It may have even put a smile on my face, or possibly just on my thoughts.
The next post, well, was somewhat…unnerving. I’m certain I cringed, and/or did a double take to see if I was still on the same site. The point is, as a patron, I was a bit turned off.
Granted, it’s not my blog, and everyone certainly has the right to free speech, especially online. Shout out to all the internet thugs – not really. Not at all actually, but you get my drift.
Let’s face it. At SwaggerBrand, we support being confident in your own choices and yes, you can write about what you want to on your own website, because it’s yours, but there is a thin line between confidence and complete foolishness.
For those readers that did not offend the owner, there was a lack of respect and acknowledgement. So, in retrospect, we were offended as well, even though the content wasn’t directed towards us. The execution just wasn’t classy nor clever, of which I condone both.
With that being said, I’ve lost count of the number of times I’ve heard “Ro! No one’s visiting my site!”. It’s not usually the case that the client has offended their readers. That’s actually very seldom the case.
This is usually because, first of all, I always suggest an additional package of keyword research and content for a client’s website so that they aren’t opening an awesome new store in the middle of the desert – which is the equivalent of launching a website without a predetermined content strategy. That strategy should basically consist of an arsenal of keywords and great website copy that is already optimized for search engines to feast on.
There is not much content on this site, yet, but the content that we have, has been getting visited everyday, because it was planned out before it was written. So far, we have a great balance of content ranging from informative, slightly controversial, to engaging. That wasn’t a mistake.
In addition to making sure you have a balanced approach to your strategy, you want to make sure you’re using content marketing analytics tools that make your life easier when it comes to being as effective as possible with your content marketing strategy.
Here is what I do:
1. Always use WordPress as the CMS plaform for content heavy websites or blogs. Google loves it and it makes your life a lot easier.
2. Use the appropriate keyword research tool(s) to plan your content strategy wisely.
3. Review content marketing analytics with Google and Bing Websmaster Tools along with Google Analytics to see what visitors are actually typing in to get to your website.