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Content 101
By Karyn Zoldan, Bridge Marketing
Content is king
As the Internet
evolves, so do Web sites. Initially sites were just high-tech billboards or online brochures. Now the tide has turned and content is king. Readers want information and knowledge in digestible bites. By generously
empowering information and knowledge, your Web site is building a relationship with the reader.
Good content is exciting, powerful, direct, and informative. It spawns emotion and tempts prospects to buy NOW! With dull
writing clients don't immediately learn "what's in it for them," and with a click of the mouse—they're history. Unfortunately they are gone forever.
Here are some simple ways to supercharge your site:
- Use powerful headlines. A powerful headline entices prospects to continue reading and gently leads them to your sales message. Headlines also visually "break up" copy, making your Web page easier to read.
- Always state "what's in it for your customer."
Does your product or service make people faster, smarter, save them time, make them rich or more attractive? Tell them. Then, tell them again. And keep telling them. People need to
know the benefits and benefits sell.
- As cruel as it may sound, don't wax poetic about "we" or "I". Instead turn it around to how the reader can benefit from what the
company does. Place the company info on one page and not the most prominent page. Liberal use of "you" and "your" is encouraged.
- Keep 'em coming back for more.
Post new articles or a related advice column. Start an e-newsletter. Create a discussion forum. Think of ways your site can be an invaluable resource for your customers,
not just a promotional tool.
- Give yourself some credit. Do you have stunning testimonials? Use them. Testimonials are marketing gold.
Intersperse them throughout your copy.
- It may seem obvious but always proofread
your Web page copy (or any copy). Is it grammatically correct? Are there any typing errors? All this detracts from sales and makes your site amateurish.
Content 101 is Copyright © BridgeMarketing.com 2001
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