By now, you should have an idea of how to create content for Facebook, how to communicate on Instagram, and how to use video content in your content marketing efforts.
Your next step is to bring all of these separate pieces of content together in one place.
When you are engaging with your buyers across different platforms, you are creating momentary interactions. A piece of content on Facebook may only expose your buyer to your content for a few seconds.
So how can you provide buyers with a complete picture of your big idea and philosophy?
The answer is by incorporating your website into your content marketing strategy.
It is on your website that you bring together these segmented pieces of content and turn them into a cohesive and complete presentation.
Website content creation is the focus of today’s lesson. After reading this lesson, you will:
Understand how to repurpose your content
How to optimize your website experience for content marketing
Improve user experience to encourage shares and sign ups
1. Review your current website content
“But we already have a blog. Isn’t that content marketing? We already have a newsletter prompt that appears on our website. Isn’t that content marketing? We even have videos. Isn’t that content marketing?”
These are the first questions we hear when working with new clients. The answer to all those questions is ‘Yes!’ Blog, video, even a newsletter prompt is content you’ve incorporated into your website. It’s a great start. But in most cases, that is all it is – a start.
To make the most of your content marketing strategy, your website must be used to add context to the scattered content pieces you are sending out on Facebook, Instagram, Linkedin, YouTube, and other social channels. How can you redesign your website experience for content marketing?
2. Account for different content consumption preferences
Consider a buyer who sees a piece of content you share on Facebook. It’s a blog post about a relevant topic. When she clicks to read the post and lands on your blog page, how can she consume the content? Is her only option to read it, or can she watch a video? Can she listen to an audio version of the blog post? Can she easily share it with her communities?
The reality is your buyers have unique and individual consumption patterns. Friction occurs when a buyer wants to learn more about your idea, but can’t or simply doesn’t feel like reading a long article.
Sometimes, your buyer may not be able to watch a video and may instead prefer to read a piece of written content, while at other times your buyer may prefer listening to an article as opposed to reading it themselves. Other times, video may be most appealing when sitting on the train ride home from work because it’s passive.
It all depends on your buyer, and there is no way for you to guess when and how your content will be consumed. Your job is to meet any and all consumption preference, or risk losing an opportunity to connect with your buyers.
You must cater to your buyers’ unique consumption preferences. Let’s examine how to do that.
3. Adopt a “Repurposing Content” Mindset
It’s important to introduce here the mindset of repurposing your content. As often as possible, each big idea should be repurposed into the three mediums used by your buyers: written, audio, and video form.
There are a number of ways to do this. Here are a couple ways to repurpose your content:
- Transcribe a video and use the transcription as a piece of written content
- Create audio content by recording a team member reading written content
- Extract audio from video content to create audio clips to use as podcast clips
- Create quote images using excerpts from your written content
On and on it goes, ad infinitum. The idea here is to eliminate friction for buyers who want to consume your content by offering it to them on their terms.
How does your website play a role in this? Your website becomes the place where the different permutations of your big idea come together. More importantly, it offers your buyer easy consumption with minimal friction. Let’s examine how this looks on a practical level.
4. Content creation for your website
Create Content Pages
Content pages are where you present your idea in all of its forms: written, audio, video. These are also known as your landing pages, and will likely be the first stop your buyer makes when visiting your website from search results or social media posts.
The key here is to make the consumption of your content simple. You may place your video and audio content at the top of your content page, and your written content below it. Depending on your buyer, you may want to design the page for mobile before you design the desktop layout of your content pages to improve the user experience.
Consider adding a scroll progress bar, minimizing advertising, and decreasing load speed to again optimize for the best user experience. Since this is your first impression to many potential buyers, make it about them.
Create a Video Library
If you are ready to begin creating video content, a video library that holds all of your video content in one place will make it easy for your buyer to view your videos. Videos themselves may be hosted on YouTube or Vimeo, but a video library page on your website will keep buyers within your website’s ecosystem.
Clicking on a video may take your buyer to a video content page that features the video, and relevant written and audio content below it. This may be a transcription of the video itself, or a relevant commentary that adds more value to the buyer watching the video.
Optimize Your Blog
Your blog likely houses your regularly published written content. To optimize your blog and minimize friction, supplement your written blog posts with relevant video clips and audio readings of the blogs.
As with your content pages, your blogs will likely be a first stop for buyers entering your website. As with all first impressions, make the experience easy and comfortable for your buyer. Include a scroll progress bar, minimize load speed, and remove any advertisements that take away from the user experience.
Create Audio Content Pages
If you’re creating audio content, you’ll likely use iTunes, Stitcher, SoundCloud, and other audio apps to distribute your content. Even though your audio content will be consumed outside of your website, you can still incorporate your audio content into your website experience by creating audio content pages.
These pages make it easy for your buyer to listen to your audio content using the audio player of their choice. You may find some buyers with Apple products prefer Apple Podcasts, while Android users prefer to use the podcast player Stitcher. Make it easy for both to listen to your content.
5. Sharing Your Content
What should you do after you optimize your website with audio, visual, and written content? You must ensure that content is easy to share. Because your content pages provide value, buyers will be eager to share your ideas with their communities.
To encourage engagement and sharing of your content, incorporate comments, and make social sharing buttons easy to spot and use. There are many ways to incorporate social sharing buttons into your content pages. Keep your buyer’s consumption preferences in mind as it’s likely they will view your website on a mobile device. In most cases, your social sharing buttons should be optimized for the mobile experience.
6. Capturing Emails and Contact Information
Finally, make it easy for buyers to stay in touch with you. Your content marketing strategy means you are providing value at little to no cost, something buyers may appreciate. Make it easy for them to like and follow your social media pages, and sign up for your email newsletter.
Instead of having a newsletter pop up that interrupts your buyer’s experience on your website, add a visible subscribe box alongside your main content. This is a passive way to allow buyers to join your email list. The less friction they experienced while engaging with your content, the more likely they are to sign up to receive more content from you.
7. Final comments
Content marketing means you and your team will be creating content for different social media audiences. These channels are crowded and offer you seconds to communicate to your buyer your big idea. To create content experiences that gives your buyer a complete picture of your big idea, incorporate your website into your content marketing mix.