Developing great content is easier said than done. But one of the major takeaways from ASCEND 2014 was that time spent crafting well-informed, actionable content is time well spent.
Andy Crestodina‘s ASCEND Summit 2014 talk, Advanced Blogging and Multichannel Analytics, taught us a lot about developing relevant content to attract new customers and keep them interested. In Andy’s words, “Your website is the mousetrap, your content is the cheese.” So, what are some other content best practices that great marketers follow?
Speak your audience’s language
Look at what people are searching for the most on your website. Based on those results, write blog posts around those keywords. This will ensure that you?re delivering the content your target audience wants and will keep them coming back for more.
Make your content work for you
Once you have a compelling piece of content, you need to promote it. Put it into heavy rotation on social networks, link to it in your email signature and run an ad for it using PPC. When it comes to content, getting your words in front of the right audience is half the battle!
Create killer sign up forms
Your sign-up form gives people access to your best content and makes them members of your club. Therefore, your sign-up form should communicate the awesome experience that lies ahead. Think prominence, promise and proof when creating your forms.
If you’re not making friends, you’re doing it wrong.
In other words, all of your content needs to get people to know, like and ultimately trust you if you want to convert prospects into paying customers.
Aside from AWesome content advice, Andy’s presentation had plenty of useful tidbits about the importance of title tags and how to use them. Oh, and he used a lot of slides containing adorable puppies, too.
Want to learn more? You can pre-order Andy’s ASCEND Summit 2014 talk here.
Who is Andy Crestodina?
Andy Crestodina is a co-founder of Orbit Media, an award winning, 35-person web design company in Chicago. Over the past 13 years, Andy has provided web strategy and marketing advice to more than 1000 businesses.
Andy teaches marketing and has authored hundreds of articles on topics like email marketing, search optimization, social media, analytics and content strategy. He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
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