10 Ways to Use Web Content Writing to Connect with your Customers
- ARTICLES |
When it comes to web content writing, there's more to life than just articles. Here are some ways to expand and widen your content marketing strategy and better connect with your potential customers.
Whitepapers
A whitepaper is a topical report on an issue requiring in-depth explanation. Around 8-12 pages in length, meaty whitepapers are considered to be the most influential content. Whitepapers allow you to demonstrate your knowledge within your field. They are very informative so you get to give away something which a customer would normally expect to pay for. This makes good marketing sense, building your authority, credibility and gaining your clients trust.
This form of web contentis great for B2B, showcasing technically complex products/services and discussing new ideas or changing trends.
E-Books
An e-book is the more reader-friendly cousin of the whitepaper. The main difference between an E-Book and white paper is in the design. E-Books tend to have a more visually stimulating, user friendly layout which is easy to scan. The tone tends to be more engaging and entertaining. They tend to be shorter and more interactive, often including links to additional multimedia information and focus on the how-to aspect of a subject.
Whether you choose E-Books, Whitepapers or both in your marketing mix make sure that you provide valuable information and new ideas.
Digital Magazine
A periodical e-magazine is a great way to integrate print content with digital media. Digital magazines are interactive by nature, the design compels the reader to keep flipping the pages and see what's next. The reader gets to interact with your brand through feature articles, news and even videos or audio content. You can even have built in analytics in your digital magazine enabling you to track and report on performance, what's working and what isn't.
Daily Snippets
A daily snippet is exactly what it says - a snippet of information posted daily on your website. It can take the form of a news clip, tip, fact, statistic or advice. Daily, fresh content on your site is great for the user and search engines love it.
Articles
Article publishing is one of the most used content marketing tactics. Articles are a great way to demonstrate your knowledge and authority within your field, addressing relevant issues trends and topics. To achieve the best ROI, you must publish your articles plenty and often.
E-Newsletters
E-Newsletters provide a means to communicate regularly with existing and potential customers. Publishing a periodic e-Newsletter will always keep your name in the frame. The copywritershould be informative, resisting the urge to sell, sell, sell. This will allow you to build up a relationship with your readers, promoting loyalty and retention. They are a nurturance tool for products and services with long sales cycles. Organisations that already have strong opt-in email lists can benefit instantly.
Blogging
Blogging is a form of brief web content that is frequently refreshed. Business blogging offers a multitude of benefits; direct interaction with your audience, a voice and personality for your brand, easy to set up with a very low outlay. Offer your audience interesting, useful blog posts and keep them coming back for more. Blog posting must be consistent and regular, it may be hard to find the time/money but a successful blog is well worth the effort. Don't forget search engines love blogs too.
Micro Blogging
In other words Tweeting. You may only have 140 characters but the speed and reach of the tweet offers you a way to interact with customers in realtime. Tweets can be used to direct your audience to more in depth web content posted elsewhere.
Microsite/blogs
The microsite or lens page (like Squidoo) tends to contain more focused content on a specific issue or topic. Putting together an informative, resource page on a given topic is great for driving traffic to your website. It may not get you instant results but does have SEO benefits too.
Press Releases
A press release is a fantastic promotional tool, capable of positioning any product, service or business directly in the media spotlight. Use but don't abuse! Press releases can have massive impact when you have something newsworthy to share.
A freelance content writer can offer advice on the most suitable content strategies for your business. For instance, if you have a dating website - plenty of social media content would complement the nature of your business. For a manufacturing company, a Whitepaper that explained various processes and methods involved would be recommended, rather than tweeting about it.
Whitepapers
A whitepaper is a topical report on an issue requiring in-depth explanation. Around 8-12 pages in length, meaty whitepapers are considered to be the most influential content. Whitepapers allow you to demonstrate your knowledge within your field. They are very informative so you get to give away something which a customer would normally expect to pay for. This makes good marketing sense, building your authority, credibility and gaining your clients trust.
This form of web contentis great for B2B, showcasing technically complex products/services and discussing new ideas or changing trends.
E-Books
An e-book is the more reader-friendly cousin of the whitepaper. The main difference between an E-Book and white paper is in the design. E-Books tend to have a more visually stimulating, user friendly layout which is easy to scan. The tone tends to be more engaging and entertaining. They tend to be shorter and more interactive, often including links to additional multimedia information and focus on the how-to aspect of a subject.
Whether you choose E-Books, Whitepapers or both in your marketing mix make sure that you provide valuable information and new ideas.
Digital Magazine
A periodical e-magazine is a great way to integrate print content with digital media. Digital magazines are interactive by nature, the design compels the reader to keep flipping the pages and see what's next. The reader gets to interact with your brand through feature articles, news and even videos or audio content. You can even have built in analytics in your digital magazine enabling you to track and report on performance, what's working and what isn't.
Daily Snippets
A daily snippet is exactly what it says - a snippet of information posted daily on your website. It can take the form of a news clip, tip, fact, statistic or advice. Daily, fresh content on your site is great for the user and search engines love it.
Articles
Article publishing is one of the most used content marketing tactics. Articles are a great way to demonstrate your knowledge and authority within your field, addressing relevant issues trends and topics. To achieve the best ROI, you must publish your articles plenty and often.
E-Newsletters
E-Newsletters provide a means to communicate regularly with existing and potential customers. Publishing a periodic e-Newsletter will always keep your name in the frame. The copywritershould be informative, resisting the urge to sell, sell, sell. This will allow you to build up a relationship with your readers, promoting loyalty and retention. They are a nurturance tool for products and services with long sales cycles. Organisations that already have strong opt-in email lists can benefit instantly.
Blogging
Blogging is a form of brief web content that is frequently refreshed. Business blogging offers a multitude of benefits; direct interaction with your audience, a voice and personality for your brand, easy to set up with a very low outlay. Offer your audience interesting, useful blog posts and keep them coming back for more. Blog posting must be consistent and regular, it may be hard to find the time/money but a successful blog is well worth the effort. Don't forget search engines love blogs too.
Micro Blogging
In other words Tweeting. You may only have 140 characters but the speed and reach of the tweet offers you a way to interact with customers in realtime. Tweets can be used to direct your audience to more in depth web content posted elsewhere.
Microsite/blogs
The microsite or lens page (like Squidoo) tends to contain more focused content on a specific issue or topic. Putting together an informative, resource page on a given topic is great for driving traffic to your website. It may not get you instant results but does have SEO benefits too.
Press Releases
A press release is a fantastic promotional tool, capable of positioning any product, service or business directly in the media spotlight. Use but don't abuse! Press releases can have massive impact when you have something newsworthy to share.
A freelance content writer can offer advice on the most suitable content strategies for your business. For instance, if you have a dating website - plenty of social media content would complement the nature of your business. For a manufacturing company, a Whitepaper that explained various processes and methods involved would be recommended, rather than tweeting about it.