If you're a business and just landed here looking for help with WordPress themes stop for a second. And read this post! I dare you!
Although you might be set on investing in a cool design for your business blog or website, there's one thing you need to remember before you hire a designer: a website without implicitly meaningful content, is like a store without stock. Seriously.
As content marketers at Jontus Media we usually get to talk to businesses who already have a website. Maybe they're generating stacks of traffic to their site from a (rather expensive) pay-per-click campaign and not getting enough conversions or wondering why no one contacts them for a quote despite having just spent BIG MONEY on a really cool website design.
It's at that stage that we enter the frame and look at their site, assessing how their current content is working (or not). We then show them that you need great online content to not only drive visitors to your site but also engage them.
This is particularly true of the B2B market where the sales process is typically more drawn out. You have to work hard to convince visitors to your site that you're the go-to company they're looking for.
Boring, run of the mill, text filled with stacks of weasel words like “best practice” and “cutting edge” just comes across as blah blah blah to real humans. And you know you don't read that stuff either!
Starting a Successful Online Marketing Campaign
So here's how to start a successful online marketing campaign with a new, well-designed website:
- Make sure that before you go out and invest in a website, you decide what you want to achieve with your site in the first place. This will influence both the content you create and design you select.
- Develop a clear strategy (SEO / keywords, link bait, guest blogging, social media promotion, pay-per-click ads, etc) for how you're going to get people to your site.
- Identify the kind of content your site will need to convince customers to buy into your key value proposition(s).
- Create creative sample online content to show your design team. For example, will you be using video on your squeeze pages or front page? Will you need to vary this with call-to-actions deployed with banners or text? Or pipe in your social media presence?
- Spend time and work hard to ensure that your online content will connect with your target audience â€“ even if it means learning to write differently or experimenting with mixed media like audio and visual.
- Discuss with your designer how your site will allow you to test the success of different forms of content marketing. For example, you might want to run A/B testing on your squeeze or landing pages, testing whether pages with or without video generate more leads.
The Important Bit
The risk is that if you don't think through your content marketing strategy before you build your website, you may find that yourself having to make (expensive changes).
And if you don't actually invest in creating meaningful, powerful content that works to win you customers in the first place, you may well just end up with a site that's little more than a stylish white elephant.