Website content marketing is a lot like advertisements in a magazine. If your message doesn’t engage your audience quickly, your audience will simply “turn the page,” which in this case means they will leave your website.
The following checklist will help you improve the engagement value of your website content.
1. Identify Your Target Audience
Readers like to feel that the writer is talking directly to them. To make your website readers feel that way, you need to identify the demographics of those that use your product or service.
While it may seem obvious, it is a good idea to conduct internal polling of customers. This polling may turn up surprises.
Once you know for sure, make sure your website content speaks to the target audience.
2. Determine Visitor Search Terms
To optimize the value of your website, do keyword research on the search terms that visitors use to reach your site with a service like Google Analytics.
Even though modern search engines are better capable of performing “fuzzy matches,” you still want to use some of the highest searched terms in your content at least once, in an appropriate context.
3. Analyze Your Current Content
In order to add useful content to your website, you need to be familiar with the content that is already available on it. You want to avoid repetition in your website content and you also want to avoid adding content that doesn’t match the overall theme of your website.
Plan new content to complement the style and substance of the old content.
4. Aesthetics Improve Engagement
Good content isn’t enough to engage readers. You also need a visually appealing website. Break up your content with bolding, italics, large font, bullet points, images, infographics, and videos.
Also, sprinkle links throughout your content to encourage a basic degree of audience participation.
5. Compare Competitor Websites
A simple way to plan your website is to look at a competitor website. If your website is practically indistinguishable, you should add some relevant content website that makes your website stand out.
If a competitor website has relevant content that your website is missing, you should plan to add that content to your site in a creative way.