Include product USP whilst retaining SEO performance

By | October 27, 2019

“How to attract and keep customers on a website by content marketing“

Content marketing is a term which is used for all kinds of marketing formats that involve the creation and sharing of specific content on specific places on specific webpages. The goal is to attract visitors to a certain webpage, commonly known as a landing page. The objective is to acquire and engage clearly defined visitors and made them do what the marketing department considers as appropriate. Consumers are led to relevant web pages. Content marketing is used to engage visitors to specific information in order to get a specific action. For SEO it means that every visitor adds a certain amount of power to that specific webpage and that helps to get that specific webpage to achieve a higher ranking in a search engine. The idea of giving certain content as some kind of tool to influence the unconscious mind of a visitor. A lot of content marketers choose to create new forms of data and share this data by all kinds of media. Such as pictures, video and blogs. Content marketing products frequently take the form of custom made newsletters, websites or podcasts, video portals or series, in-person roadshows, roundtables, in any interactive form. The purpose of this information is to inform specific targeted customers and prospects about marketing issues, sometimes involving the marketer’s products. The real motive behind content marketing is the belief that influencing the customer results in a brand with a certain attractiveness. And by doing so the brand’s value. If this is really the case remains to be seen. There are numerous researchers busy identifying what the value is of certain branded content which is described in very thick brand outlines. The real value of branded content is not yet clear. Business owners and online marketers use content marketing with the intention to achieve a wide variety of specific business goals. These goals are Brand awareness, brand leadership, lead generation, online sales, and introducing specific new products or other values which are valuable for the marketeers. The term content marketer is used to describe a new kind of marketer who creates and distributes all the specific and diversified types of content.

Image source – Google | Image by – Tschneidr

When placing the content on the page it is also smart to take care of colours and placement positions. Colours can attract the attention of customers so the key convertibles of the site should have prominent colours. If your company has very prominent corporate colours then these can sometimes override what the page is trying to achieve. Of course you want to convey the corporate image and look and feel of the site but also take care that those convertibles stand out. The position on the page is also very important as people tend to look in certain places on the page. The heat map show in the picture is an example of where naturally the focus is on a page. This type of analysis can tell you where to place the critical elements on the page.

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