Online content, otherwise known as web content, is defined by Wikipedia as “the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.” A popular expression in the online marketing world is “Content is King”, because without quality content no online marketing campaign can be successful.

Effective web content is content that has been written or produced specifically to serve a target audience. Some types of content you will find produced specifically for online marketing purposes:

• Website articles
• Blog articles
• eBooks
• Press releases
• Images
• Videos
• Infographics
• Webinars

Quality content is necessary throughout every phase of an online marketing campaign for both websites and social media. Through the use of social media, blogs, and landing pages, you can increase the number of people who know of your products and services. The key is regular production of content for topics related to your industry along with distribution to effective channels. A single blog post once per year is not enough to generate much interest, but a regular blogging campaign of multiple blog posts per month can result in increased traffic and awareness.

Content Production to Promote Your Business

Regular content creation can be a time consuming and challenging process and, while it’s not easy to constantly come up with something new to share with your fan base, it’s definitely worth the effort. Regardless of what type of business you own or the products and services you offer, there will always be a content marketing strategy that can help you achieve your goals. The key to find the right strategy is to first identify what interests your customers. Using that knowledge you can then produce articles, videos, and images about those topics to keep your customers engaged.

A few examples of web content for various types of business:

• A local beauty salon can write blog articles about the latest industry products and trending celebrity hairstyles. The products mentioned could be ones the salon is currently stocking for sale and the hairstyles could be styles that the salon could recreate for clients.
• A pet shop could create videos of dogs playing along with pictures showcasing the latest dog clothes and pet accessories. The dog videos could be of dogs that are available for adoption and the clothes and accessories could be available for sale in their online store.
• A restaurant could create an eBook of recipes, along with cooking videos created by the head chef. The recipes and videos could be lite versions of available dishes at the restaurant.

If the production of content is the first step, the second step is distribution. Where can you find an audience for your articles, videos, and images? There are traditional distribution platforms:

• Article publishing websites
• Blogs
• Forums
• Landing Pages
• Email

And modern Web 2.0 social media platforms:

• Facebook
• Pinterest
• YouTube
• Google+
• LinkedIn
• Twitter

By distributing your content to interested parties, you encourage new customers to learn more about your products and keep existing customers informed about new developments with your business.  Does your business have a content marketing strategy? If not, look to create one that includes details for both content creation and distribution. Well written and strategically distributed content always delivers multi-dimensional benefits for any business. If you are a business owner looking to expand your wings online, content writing and distribution will help you achieve growth. To make the process easy, consult with an expert internet marketing company. They will have the resources to manage the entire process for you, blending websites, SEO, content production (including articles, images and video), and content distribution together into an affordable monthly package.

This article is part of a series of twenty articles. Click to read: The Top 20 Web Marketing Concepts Your Next Website Design Company Should Know

It’s no secret, driving targeted traffic to a company website via Search Engine Marketing (SEM) will result in one of the highest marketing investment returns currently available. One critical step in the process to create a winning search engine marketing campaign is the writing of compelling ad copy. A perfectly written ad copy can enhance CTR (Click-Through-Rate) and will dramatically increase the amount of useful traffic to a website. However, even if an ad is perfectly written, if it is not relevant to your website it’s practically useless.

Ad and Website Relevancy, Why Does It Matter?

It is a fairly common to find SEM campaigns that fail to convert even though ads in the campaign have been clicked on at a high level. The number one reason for the lack of sales from a campaign with high click-through-rates is irrelevant ad copy. SEM ad copy and the copy on your website landing pages work hand in hand during the online lead generation process. While ad copy is the lure that draws potential customers in, the web copy and content is what converts those visitors to leads and sales. Ad copy that compels someone to click on your ad with a landing page that doesn’t mention what’s offered in your ad will almost always result in failure to convert.

Keeping a high level of relevancy between your landing page and ad copy ensures that visitors are not surprised when they visit your website. The way to maintain relevancy is to ensure that all keywords triggering your ads are found prominently on both the ad copy and the landing page itself. If you maintain a close relation between ad copies, keywords, and landing page your rankings will increase, the cost-per-click will go down, and your conversion rates will skyrocket.

Tips for well-written PPC campaign ad copy:

1. Write several copies of ads, each targeting different important keywords
2. Address the needs of different types of buyers separately
3. Keep the psychology of your visitors (customers) in mind
4. Be creative and include compelling calls to action
5. Analyze performance of your past ad copies and make necessary amendments
6. Always keep the contents of your landing pages in mind
7. Perform variation testing of ad copy on a regular basis

Tips for landing pages that convert:

1. Create one landing page for each distinct product or service being offered via ad copy
2. Focus exclusively on the specific keywords related to the ads that drive your visitors
3. Include appropriate content discussing the benefits of products or services being offered
4. The landing page should contain a clear call to action

Well written ad copy, proper relevancy between your ad copy and search phrases, and website landing pages that contain matching sales copy will result in an extremely high return on investment. If you’re looking to create search engine marketing campaigns that convert, with compelling ad copy and relevant landing pages, consider hiring an expert, local internet marketing team to assist. Contact seenBEST to help you rapidly grow your business and bring on new clients from the internet. In addition to high conversion rates and increased sales, the added benefits of an expert internet marketing review are improved search rankings, a higher number of relevant visitors, reduced CPC, and customers who are satisfied by the usefulness of your website.

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