By now, you probably have at least a basic understanding of the importance of a website for your client's business. If not, you certainly should: according to the Content Marketing Institute, 93% of B2B marketers reported that they were using content marketing, and 81% said they were using website articles, making it the second-most common tactic employed by B2B marketers.
Even if you understand the importance of website content, creating a strategy for your client's site is not always simple and easy. To make this task even more difficult, trends and best practices in content marketing are constantly changing. Learning about the trends in website content that we have seen in 2014 will help you tailor your client's website strategy for success in the coming years.
The Importance Of The Mobile Platform
It is easy to witness the rise of mobile devices for yourself: the next time you walk down a busy street, just look around and see how many people are on their smartphones. Want the numbers behind the exponential growth of mobile device usage? 9 out of every 10 American adults own a cell phone. In the coveted 18-29 year old demographic, over 80% of Americans own a smartphone. Most importantly: today’s Americans aren’t just using their phones to talk. Around 58% of consumers have already used their smartphone for store related shopping, while 63% of people expect that they will shop more on their mobile devices over the next few years.
What do these numbers mean for your client's website content? Put simply, you can’t ignore the mobile platform. To have a highly successful website in this era, you must have a page that is responsive, i.e. adapts its layout and interface to the device that your page visitors are using.
Assigning The Responsibility
Another statistic that should provide some key clues for business owners looking to improve their website content relates to business organization: 86% of the most effective marketers have a person in place to oversee content marketing strategy. If your client doesn't have a person or team of people in charge of content already, it will be very valuable over the next few years for them to dole out this responsibility to someone with a good grasp on the principles of website marketing. Titles like “director of content” or “website content strategist” will become more and more common as the number of businesses seriously pursuing content marketing continues to rise.
Quality Over Quantity
This may be the most important aspect of website content strategy. Search engine algorithm updates like Google’s Hummingbird have made high quality web content critical to the success of any company’s online presence. Gone are the days of black hat website strategies like keyword stuffing: today, you need to have a way to publish relevant, timely, customer-centric content on your client's site if you want to succeed in converting leads to customers. If your company doesn’t have the capacity to handle this task in-house, outsourcing your content creation needs is an excellent idea, as long as you can find the right providers.
A Cohesive Online Strategy
A big part of success with website content involves other areas of marketing strategy, like posts on social media pages and newsletter messages. Your marketing tactics must be tied together to form a unified brand message that your prospects will remember. What you put on your web site should have the same overarching message as your Facebook updates, which should in turn have the same message as your Twitter posts. Consistent marketing communications will help your audience better recognize and understand your brand, which is integral for successfully winning new customers.
Stay abreast of trends in online marketing and you will find it much easier to use the power of website content to make your client's business stand out from all of the other companies looking to claim their share of the rapidly-growing online world.