When you first launched your website, you may have won new visitors by performing some basic on-site search engine optimization and you may have interested a few readers to complete a call to action. But at some point, you hit a plateau where new visitor counts and conversions never rose above a certain threshold. This is what I call "flatline marketing."
At the beginning, you had so much energy, excitement and passion for the new website launch. You committed to always improving the site and figuring out how to maximize its return. But that excitement and passion quickly waned when day-to-day fires and floods crept back into the spotlight. The website was left stranded without a captain, without a champion, without a chance - flatlined.
This is where content is king. Without content, your visitors have little to engage with and little reason to return. Content's purpose is to attract readers, viewers, or listeners and ultimately get them to convert into customers, donors, members, etc. Here are four questions to ask yourself when planning content creation for your website.
Why will people want to digest what you write? Is it because you are the foremost expert on the subject? Is it because you are witty? Is it because you are providing an answer to their questions or solving a particular set of problems? The important thing is to always remember who you're writing for.
You are asking for people to give you a slice of their extremely valuable time and attention. Make sure you are targeting the right people and make sure what you are providing benefits your readers.
Content can take the form of blog posts, white papers, case studies, videos, podcasts, infographics, articles in industry publications, and more. Will you stick to one or use more than one? You might try them all and see which ones give you the best engagement scores.
How often will you generate content? Stick to a schedule you can keep and don't overpromise. Sending out a weekly newsletter might be too much but sending a monthly or quarterly newsletter might be more achievable. Because blogs are often conversational in their tone, writing a new post each week should be considered. Videos are expensive and time consuming but generally have higher engagement than other forms of content.
Whatever plans you put in place, put a captain at the helm. You need someone to stick to a schedule and rally the troops. Without a captain, your efforts will surely flatline.