In most cases, a client’s website plays a big role in their overall content strategy. But how many companies take the time to think about the goals of their website and how they fit within their overall content marketing strategy? Not many, based on our experience. The good news is that it’s never too late to stop and rethink the purpose of your website.
Patsi Krakoff, content marketing specialist and co-founder of The Blog Squad, shares recommendations for five content marketing goals for websites:
- Impress visitors and showcase your expertise: Make sure your site’s design and content reflects the quality of the products and services you provide. And be clear about what you do.
- Engage, educate, entertain and persuade visitors: Create content that connects with visitors and encourages them to spend more time on your site.
- Convert visitors into leads: Give visitors a call to action. Ask them for their email address in exchange for downloading a whitepaper or a copy of your email newsletter.
- Generate new business from current clients: Encourage your existing clients to visit your site so they can see examples of the type of work you are doing for others.
- Attract visitors from search engines: As Patsi points out, SEO optimization is not an easy goal, but it is critical. You must dedicate time and resources to lure visitors to your site with quality, relevant content.