How do I… Structure     Online Content for My     Website that Engages     Prospects.                                     ...
The overwhelming majority of consumers and businessesare searching online and doing their own research beforemaking a purc...
Understanding Online     Behaviour                                                        When	  you	  dra,	  content	  fo...
The way people read online isdifferent than how they read a Worddocument or a book.Their eyes jump around on the page.That...
When readers ‘surf’ the Internet,they are literally “referencing”content, quickly jumping from onepage to the next, often ...
In the “all about me” era, if thecontent doesn’t connect with thereader’s specific interests, it won’t beread.This is why ...
People have likely come to your website from somewhereelse; they don’t walk through content in a linear way. Thereisn’t a ...
Read that sentence again; it’s important!Whether you want your reader to click on a link, downloada document, enter their ...
The Online Browsing     Process                                                                   Here	  is	  the	  basic	...
Your headline is your first impression; it                 Headline	  needs to grab attention. And in order to            ...
The goal of the first two inches of copy                   Headline	  is to get the reader to continue to the             ...
The goal of the body copy is to build a                    Headline	  compelling case that convinces the                  ...
As	  you	  consider	  your	  online	  content	  markeIng	  strategy,	  In	  every	  piece	  of	  copy	  that	  you	  write...
6 Reasons You Need a Killer Content Marketing Strategy for Your Business  Headline                           So you’re bus...
Every section on your website should lead to an action andinspire the reader.            Content always needs to emphasiz...
Every section of content on your website should lead to actionand must inspire the reader relative to your value propositi...
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How do I… Structure Online Content for My Website that Engages Prospects?

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How do I… Structure Online Content for My Website that Engages Prospects?

  1. 1. How do I… Structure Online Content for My Website that Engages Prospects. Getting Started »©2012 Marketing Copilot Inc. All rights reserved.  
  2. 2. The overwhelming majority of consumers and businessesare searching online and doing their own research beforemaking a purchase.Millenials (perhaps more than any other cohort) aredemanding greater access to information and enhancedengagement in all of their professional interactions.And the playing field has been levelled for any emergingcompany looking to extend their impact online.It is no longer enough to have a static website that heraldsyour company’s achievements.©2012 Marketing Copilot Inc. All rights reserved.  
  3. 3. Understanding Online Behaviour When  you  dra,  content  for  the   Internet,  you  must  consider  the   following:  ©2012 Marketing Copilot Inc. All rights reserved.  
  4. 4. The way people read online isdifferent than how they read a Worddocument or a book.Their eyes jump around on the page.That is why short sentences andparagraphs, bullet points, whitespace and compelling headlineswork best.©2012 Marketing Copilot Inc. All rights reserved.  
  5. 5. When readers ‘surf’ the Internet,they are literally “referencing”content, quickly jumping from onepage to the next, often with severalwindows open at once.You need to be compelling in yourcopy or you won’t engage thereader; you will lose theirattention in the blink of an eye –literally.©2012 Marketing Copilot Inc. All rights reserved.  
  6. 6. In the “all about me” era, if thecontent doesn’t connect with thereader’s specific interests, it won’t beread.This is why bounce rates on websitesare so high. You need to speak to thereader’s pain points – show that youunderstand their interests andconnect with them on a personallevel.©2012 Marketing Copilot Inc. All rights reserved.  
  7. 7. People have likely come to your website from somewhereelse; they don’t walk through content in a linear way. Thereisn’t a lot of time to orient your readers; In fact, on everypage you have about 3 seconds, so it better be clear (tothem and to you) where they should head next.Example: Search  (CTR)   Landing  Page   (CVR)   Email  (CTR)  ©2012 Marketing Copilot Inc. All rights reserved.  
  8. 8. Read that sentence again; it’s important!Whether you want your reader to click on a link, downloada document, enter their email address into an opt-in form orpurchase a product, you need to identify an active nextstep – you need a call to action. Landing  Page   (CVR)   Headline   Sub-­‐heading   First  Paragraph   Body   Call-­‐to-­‐acIon  ©2012 Marketing Copilot Inc. All rights reserved.  
  9. 9. The Online Browsing Process Here  is  the  basic  process  that   reflects  how  people  read  and   ulImately  consume  online:   Email   Landing  Page   (CVR)   Headline   Sub-­‐heading   Call-­‐to-­‐acIon   Body   Call-­‐to-­‐acIon  ©2012 Marketing Copilot Inc. All rights reserved.  
  10. 10. Your headline is your first impression; it Headline  needs to grab attention. And in order to Sub-­‐heading  grab attention, it has to be about the Body  reader, a problem they are having or a Call-­‐to-­‐acIon  need they might have.Your value proposition has to be socompelling that the reader simply can’tignore it. The goal of your headline is todraw the reader in so that they continuereading the first two inches of contenton your site.©2012 Marketing Copilot Inc. All rights reserved.  
  11. 11. The goal of the first two inches of copy Headline  is to get the reader to continue to the Sub-­‐heading  body copy. Strategically crafted content Body  provides a series of nearly subliminal Call-­‐to-­‐acIon  steps that moves the reader along apath until they finally reach the end ofthe ‘journey’ and take an action.©2012 Marketing Copilot Inc. All rights reserved.  
  12. 12. The goal of the body copy is to build a Headline  compelling case that convinces the Sub-­‐heading  reader that they need to take action at Body  the end of the paragraph. Call-­‐to-­‐acIon  How do you do that?What Does This Mean for You?©2012 Marketing Copilot Inc. All rights reserved.  
  13. 13. As  you  consider  your  online  content  markeIng  strategy,  In  every  piece  of  copy  that  you  write,  you  should  be  asking   Headline  yourself  only  two  quesIons:   Sub-­‐heading   Body  What  is  the  point  of  this  content?     Call-­‐to-­‐acIon  What  do  I  want  the  reader  to  know,  feel  and  do  as  a  result  of  reading  this?  You  need  to  consider  your  goal  pre-­‐empIvely.  Is  the  content  meant  to  convert  a  sale;  enhance  your  brand;  encourage  a  download;  establish  your  company  as  an  industry  thought  leader?    And  once  you  have  that  quesIon  properly  answered,  you  must  consider  how  you  intend  to  influence  the  reader  to  ensure  that  your  goals  are  realized.   Example...©2012 Marketing Copilot Inc. All rights reserved.  
  14. 14. 6 Reasons You Need a Killer Content Marketing Strategy for Your Business Headline So you’re business is buzzing along. First Two Inches You have a great website; it’s been optimized with targeted keywords; your value proposition has been clearly articulated, not to mention you have those adorable social sharing buttons strategically positioned in your header. But if your online strategy ends there, you’re pretty much doomed. Well, perhaps you’re not doomed, but you are certainly missing out on a crucial opportunity to grow your business and scale. Body Copy Why you need good content… 1. It’s Engaging Content, and social media platforms like Facebook and Twitter that support and promote content, provide opportunity to engage stakeholders meaningfully. You can ask questions of your readers, solicit their feedback, host polls and contests and network with industry thought leaders. 2. It’s Dynamic Traditionally, online content has been static. Well-written websites would just sit on the Internet, hoping for visitors. But everything is changing. Blogs and social media encourage the creation of dynamic content that is fresh and exciting. Take advantage of the flexibility that content marketing provides – mix it up, share your opinion, challenge conventional wisdom, post often and be consistent. 3. It’s Accessible With the emergence of Facebook, Twitter, LinkedIn and Google+, information has become more accessible and shareable than ever. A fabulous blog post can go viral overnight and attract thousands of visitors (and prospective customers) to your website. 4. It’s Scalable Content can be easily re-purposed. A white paper representing industry thought leadership can be used for a webinar series; a press release can announce the availability of those resources; and a blog post can focus on an interview with one of the white paper contributors. 5. It Builds Brand Content can be easily customized (and tweaked and changed over time) to establish a sense of ‘personality’ and brand in the marketplace. No matter what kind of business you own or manage, content can help you to define your identity. 6. Your Competitors are Already Doing it If you aren’t yet leveraging the benefits of content marketing to your best business advantage, you can bet that your competitors already are. This is a fast-moving train, and it’s not going to stop, so it is in your interest to take the leap, or you’ll be left behind. CTA Here are 2 How Do I guides that will dramatically help you increase interaction on your website: How do I…Develop Content for My Website that Engages Prospects. How do I…Optimize My Website Content©2012 Marketing Copilot Inc. All rights reserved.  
  15. 15. Every section on your website should lead to an action andinspire the reader.   Content always needs to emphasize your value proposition   Content needs to be updated regularly to ensure it is inspiring an action   Content needs to integrate new trends so you can improve “time on page”   Content needs to be laid out for good readabilityYour content is only as good as the effort you invest.©2012 Marketing Copilot Inc. All rights reserved.  
  16. 16. Every section of content on your website should lead to actionand must inspire the reader relative to your value proposition andin a way that connects with each step of the buying process.Call-to-ActionIf you have not:1.  Discovered your value proposition2.  Mapped the buying process of your customerYour web content will be nothing more than an online brochurethat no one reads.If you need help with this you need to give Marketing CoPilot acall.©2012 Marketing Copilot Inc. All rights reserved.  

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