1. WAYS TO
10
FOCUS ON THE USER
One Winthrop Square FL5, Boston MA 02110 617 . 206 . 3040 www.brafton.com

2. 1
PROVIDE SIMPLE
PAGE LAYOUT
Making it easy for website visitors to find
the content they're looking for keeps
them on your site. Google's page layout
algorithm encourages marketers to keep
relevant information above the fold and
simplify page navigation for SEO.

3. USE A MIX OF SHORT AND LONGTAIL
KEYWORDS
Content marketing and SEO strategies require diverse and relevant keywords
to help search users find your site. With more than 12 percent of consumers reporting
that they search using longtail keywords, developing a strategy with a healthy mix of
shorter terms and lengthier phrases increases a site's discoverability. It also fosters more
natural use of phrases in written content.

4. ANSWER
FREQUENTLY
ASKED
QUESTIONS
WITH CONTENT
Think about the frequent questions
fielded by your sales teams or the
inquiries you see on social media.
If certain themes arise, these topics make
strong fodder for website content.
Answering prospects' questions before
they ask them shows your company cares
about their needs.

5. DIRECT USERS TO
OTHER RELEVANT
CONTENT, NOT JUST
CONVERSION PAGES
Even highly compelling and creative content
may not lead directly to conversions. However,
that doesn't mean a reader or viewer isn't
interested in your products or services.
Including links to related articles on a website
keeps top-of-funnel visitors moving through
your site and drives them closer to conversion.

6. 5
FREQUENTLY TEST FOR OPTIMUM
PERFORMANCE
Nothing is more frustrating for a website visitor than a poor load speed. The average
ecommerce-enabled site is 9 percent slower now than it was a year ago. Frequently
testing for optimum performance ensures prospects can navigate your site without
delay.

7. MAKE CONTENT
ACCESSIBLE FOR
ALL AUDIENCES
Mobile users account for an increasingly
large portion of website traffic, and it's
important to offer them a site they can
access from smartphones and tablets.
As these devices become more common -
and their growth isn't slowing any time
soon - a mobile-optimized website will
become a competitive necessity.

8. 7
INCLUDE OUTBOUND
LINKS TO SOURCES
Sometimes prospects reading website content
want to see where information comes from.
If you're citing a research institution, an exclusive
interview or another third party in an article, blog
post or other kind of content, include a link to the
original source.

9. 8
HAVE DIVERSE
SITE CONTENT
Not everyone is swayed by industry trends
and news content. The same applies to
infographics, video and other content types you
use on your site.
Create several different kinds of content to
appeal to an increasingly diverse prospect base.
Many companies have already taken this to
heart, with most B2B brands using more than
10 different types of content.

10. 9
GIVE USERS OPTIONS FOR
FINDING CONTENT
Content marketing and SEO often go hand in hand. But a strong content marketing
strategy is present throughout the web. Share information on social networks and
deliver opt-in email marketing strategies to make it easy for prospects to find
information.

11. USE ATTRACTIVE
VISUALS
Infographics and video express relevant
information in a highly engaging format.
However, the use of visual content
shouldn't stop there.
Whitepapers, industry news articles, blogs
and other written content should also
have images included to make webpages
more attractive and keep prospects
interested.

12. THANKS FOR READING!
Get your fix for more content marketing news,
tips and trends at Brafton.com.
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