55 Ways to Enhance Your Content In 2015
| Tuesday, July 21, 2015
If you have been conducting any type
of digital marketing over the past few years, the one item that you should have
become very intimate with is your content and more importantly, the need to
produce high quality content.
The fact of the matter is that content is the lifeblood of your website.
It’s the message from your content that helps educate users about your brand,
your products and services and most importantly, how you can solve their
problems. Content marketing is not something that is new to marketers; I
mean advertisers have been doing this for years. What is new is the
digital marketplace and how the ability of people to consume content has
changed. In the digital age, we have access to copious amounts of data
and content like never before.
The good folks over at
b2bmarketinginsider.com produced a great list of some content stats that you might find interesting. Here
is but a sample:
- 27,000,000 pieces of content are shared each day. - AOL / Nielsen
- 60% of the buyer journey is complete before prospects reach out to
vendors. - The Corporate Executive Board (CEB)
- Emotional marketing messages are twice as effective as promotional ones
- 78% of CMOs think content is the future of marketing. - Demand Metric
- The average attention span has dropped from 12 seconds in 2000 to 8
seconds. –Statistic Brain
- The number of web searches on the term “Content Marketing” is up 400%
since January 2011. – Google Trends
- Another study found the three biggest challenges for content marketing
to be limited budgets (27%), limited staff (25%), and generating new content
(21%). - iMediaConnection
So content marketing is not going away; in fact, it’s growing.
Looking at what some of the main challenges are for content marketers, I
thought that a post about different options to enhance the content on your Web
properties might be of value. Some of these options can be used
regardless of the type of web site that you deploy while other options are more
specific for a certain type of site like an ecommerce site or sites within
specific industries. Nevertheless, these options can help you enhance
your content so it’s more engaging to your desired audience. Why
55? I happen to like the number 55 and I bet the number caught your
attention over say 50 or 10.
Ways to Enhance Your Web Content In 2015
These options are in random order and are in no way sorted by priority.
- Start a blog – in 2015 if you don’t
have a blog, you are missing a great opportunity to quickly populate
content on your site. The difficulty in producing a blog is in the
resources required to maintain and contribute to it. However, blogs
can be well received by your audience and can be a great mechanism for
building quality links to your site.
- Update your
existing content with additional content – perhaps you have some older
pages that have not been updated in a while. Consider adding some
fresh content to revive some of your stale content.
- Add new images
updating the images on your pages. Be smarter with the images that
you use as part of your content.
video – posts
with video tend to get as much as three times as more inbound links than
- Share some
stats – people
love statistics. If you can add some statistical insight about your
industry, brand or products, users will easily consume this content and
will be more inclined to share it.
- Produce FAQ
content – provide
answers to frequently asked questions about your brand, your
product/service offerings or about your industry. This content is
highly informative and is often shared by users. Keep in mind that
your FAQ strategy could consist of a multi-page build out where you have
specific landing pages for each question that this asked.
- Tell your
brand story – build
trust by communicating the story of your brand. Also known as “brand storytelling”. you can build loyalty by developing
the story of your own brand.
- Share your
customer’s stories – share both the good and the bad. An amped up
testimonial can go a long way in building credibility and trust.
industry news – share
your opinion on current news from within your industry.
- Update your
product descriptions – forget about those vendor / supplier generated product
descriptions. There is way more value in writing your own unique product
descriptions. This option can add freshness and uniqueness to your
- Create How-To
Videos – video
content can be very engaging; how to videos even more so.
- Create Video
Tutorials – similar
to above but in more of a series.
- Create Video
News Releases – do
you see where I’m going with this? Video content is highly
industry gurus – interview
well known resources from your industry to get their thoughts on industry
topics or breaking news from your field.
- Create an
infographic – based on some share worthy data.
- Re-write a
previous article – revisit some of the “legacy” articles on your
site and update them with current data.
- Produce a news
release on a new or updated product offering – share company news
around a new product launch or upcoming product design.
- Make some
specific to product/service usage or around upcoming industry events
- Discuss some
of the latest industry trends – share your thoughts / opinions on
- Blog Post: Pre
prior leading up to a company or industry event preface the event and
describe what will be taking place.
- Blog Post:
During Event – post your experience at the event and support with social media
- Blog Post:
Post Event – a
summary of the conference or event.
Category Content – let say that your site is an eComm that sells outdoors
clothing. You could enhance your content for various category level
pages by adding commentary on the latest fashion trends specific to these
- Add product
add more in-depth information on the product details. This is
especially great for ensuring your content that may have been scraped by
other sites is unique and fresh.
- Create a Top
Ten List –
top ten reasons why… Users love this type of content, especially if it
helps them find the answers to what they were looking for. Top Ten
reasons why you should develop a content marketing strategy.
- User Generated
and I mean true user generated content where a client or customers shares
their story of using your product/service or shares their experience with
comparison charts or tables are very useful. Whether you sell
insurance or sell automobiles, presenting comparison data is often what
the user is looking for to help make their purchase decision.
Many site owners worry about comparing competitor information;
well you don’t necessarily have to do that. You can compare your own
product offerings. Keep in mind that it can be challenging when
crafting words to make your brand or product seem more superior to other
products on the market.
- Start a
forum – to
let users to communicate with one another in an environment that you can
somewhat control. Be prepared to share the good and the bad.
educational content – on how to use your product or service or on
how to get the most benefit out of engaging with your brand.
- Add Geo
Specific Content – have more than one location? Consider building out content
for each location. Not only will this help with local search
optimization efforts but you can bolster the authority for the given
topics that you are trying to gain visibility for.
- Create a
this type of content is easy to produce and can be very engaging.
Checklists can be of great value to your site visitors. Let’s say for
example that you have a travel site. There are a number of
checklists that you could produce including “Things to do on the way to
the airport” or “10 items to pack when planning for a vacation”.
- Feature an
“Ask the Expert” section on your site – think of this as a more detailed
version of your FAQ content. One of the frequently asked questions
can become a topical page unto itself. Your resident expert can
provide a detailed reply to a common issue or question that your audience
- Produce some
share whitepapers on research that you have completed. This type of
content can be great for lead gen and generate a lot of repeat traffic to
your site. Mediative has used this approach to add some great research content to our site. While the
majority of this content will be in PDF format, you will want to create an
HTML landing page to convey some of the key findings.
- Feature an
image gallery – a picture is worth a thousand words? Well, not always but
having an image gallery makes a lot of sense if you sell a product that
users need to study visually before purchasing (think of an automobile,
camera, cell phone, article of clothing etc). Add your images to an
image sitemap and submit to Google to help you get better visibility in
Google’s image search by allowing the Engines to more readily access your
- Conduct a
monthly Webcast –
you could use Google+ and create regular Hangouts. Here you can conduct a
conversation with your audience. You could discuss new product
features or discuss upcoming events. You could even use this to
reply to FAQs. Once your Hangout On Air is over, it’s easy to keep
the conversation going. The recording will be publicly available on
Google+ and on your YouTube channel ready to be shared.
- Take some of
your offline marketing material and turn it into online content – if your offline
messaging is different than what you are doing online, you might want to
transfer this into some good old HTML.
- Produce an
online newsletter – sure you use them for email campaigns but what about
utilizing this content on your actual website.
- Showcase your
latest efforts or company awards – just do not be too obnoxious with this.
Sharing your accolades can help build trust with site visitors, especially
if they are first time visitors to your site.
- Charitable /
Environmental Content – have a page (or series of pages) about all
of the charitable events that your organization supports. Discuss
how your digital footprint is better for the environment and how your
organization is working on eco-friendly initiatives.
- Enhance your
About Us section – this is a great opportunity to promote your brand and to describe
the history of your organization. Don’t waste this opportunity.
- Enhance your
“team” content –
most organizations have a page or pages that feature their executive or
management team. Why not be creative with this and have each team
member submit their top 5 favorite websites, their top 10 songs or top 5
books? This can be highly engaging content. Prior to becoming
a part of Mediative, we used to share everyone’s Top 10 Songs lists while
we were still Enquiro. Clients thought that this was great and always
commented on this. Not only could they put a face to their agency
but they learned a little about the people they were working with.
- Produce a list
of top content pieces – whether it is a list of your top 10 blog posts for 2015 or
your top 10 articles on <insert topic here>, people will have an
opportunity to re-engage with this content. The net impact could be
additional social engagement (Shares, Likes, Retweets), more feed
subscribers or more repeat visitors.
- Interview a
people identify with people so why not share some insight into people at
your organization? The one issue here is that should these people
leave your organization, this content may have to come down.
- Leverage your
YouTube Channel –
many organizations throw all of their video content on their YouTube
channel. Well that is great for your YouTube traffic but it may not
translate into traffic to your actual web property. Why not feature
some of your video content on your own website? Add it to a key
landing page or maybe to an older article. Video can help re-engage
- Create a
Knowledge Center – where you can add articles, white papers,
checklists, and any other resources that your users find to be of
value. This type of content can provide fresh and timely content for
your audience and can be a great way to enhance topical themes on your
- Enhance your
search results pages – while most of the time search results provide a dynamic
page or URL, there are CMS systems that can produce a “static” appearing
URL for search results pages. This is a prime opportunity to enhance
the content on these search results pages. So rather than just
showing the current inventory based on that search query, why not add some
copy to the top of the search results page to reassure the user that you
have what they are looking for. Let’s say that you sell automobiles
or parts. Your site is most likely structured with a
category-sub-category structure. When a user searchers for “John
Deere tractor parts”, the search results page could be populated with some
commentary stating that your site “… features a great selection of John
Deere tractor parts from axles and headlights to tires and hitches…”
Something that can be a little generic but gives the user an idea that you
have inventory of the item(s) that they are looking for. All of a
sudden instead of a plain old listings page you know have some copy that
helps build trust and engagement with the visitor.
in addition to your regular articles, why not deploy articles that are
longer than your typical articles to present a greater level of
information for your audience? Google has begun to show in-depth
articles within their search results. While based on algorithmic
search, there are measures that you can take to help your articles appear
in the in-depth article results. For example, be sure to leverage
schema article markup and authorship markup. Use proper pagination
and use organization markup to specify your logo. More information
can be found here.
- Add User
people love “how-to” information so no matter what your product or service
is, there is always an opportunity to instruct people on how to use it.
historical data – compare the past to the present. This can be great to
remind users of some of the great improvements that your brand has seen
over the years.
Seasonal Articles – each and every month there are numerous “awareness”
campaigns. For example, in March it is National Nutrition Month and
Sleep Awareness Month. If you are in a related industry, you could
feature a post each year to discuss some of the latest stats or
initiatives that are going on specific to that type of awareness.
Here is a list of some health related awareness
- Create a
“Customer of the Month” page – almost a bit like a “glorified”
testimonial, consider sharing positive stories about your “customer of the
- Debate a
recent industry article – have a different opinion on the latest
industry developments? Why not share your thoughts via a blog post
- Build out your
Features/Benefits Content – provide additional feature and benefit
information for your users.
portions of PDF Content in HTML – if your site features a lot of PDF material,
you may want to consider re-purposing this content and placing it into
static HTML pages for your users. This will also help with the
search engines in the crawling, indexing, and ranking of this content.
- Produce an
industry “State of the Union” post/article –
discuss the current state of the industry and what or how your brand is
looking to remain competitive as an industry leader. Of course you
do not want to share any “trade secrets” but you can communicate your
brand’s position with regards to latest developments in the industry and
how your organization is dealing with these events.
So now you have 55 content ideas that
you can incorporate into your content strategy. What’s next? Well,
you have to revisit your content strategy of course. What makes sense for
you and what doesn’t? In addition, it never hurts to reference things to
keep in mind when writing content for the Web. We are in an
information-driven world and as a result, it is not about whether you need to
“do” content marketing; it’s more of a “what’s next with content
marketing” and how do we provide the right content to our audience?
Your content strategy means that you need to understand your audience;
you need to be the go-to resource for your audience and you need to provide
some element of uniqueness. Producing new content that provides
value to your audience will help you build those relationships and help you
position your brand as a leader in the digital space.