Blogs, journals and other similar content are the heartbeat of the content marketing strategy. These articles are often a window to your brand – educating, informing and leading browsers to your site. Don’t forget to pay these pages some attention.
The Blogs, Journals etc. Page Checklist
- Blogs aren’t meant to hard-sell. Keep the content informative and interesting, while remember your own selling points. When content answers questions or provides solutions to a customer’s pain points, they will be interested in knowing what you have to say.
- Content should additionally build their trust. A good blog builds trust, so when visitors are purchase-ready, you already have their confidence. When you hard-sell or directly sell, your content comes across as subjective and prejudiced, and immediately makes the reader cynical of what you’re saying, even if it may be true. Leave subjectivity for testimonials.
- You obviously have a content calendar, but add key dates of festivity – like festivals and special holidays – so you aren’t scrambling for festival-relevant content the day before the festival, but instead have a nice stream of content leading up to it. It’s easier to attract a shopper’s attention this way than right before the festival frenzy begins and you are directly competing with others for their attention.
- Keep the content very relevant to what your business does, as well as to what it happening in your market and in the world. This way you don’t lose time getting people to relate to you instantly.
- Be consistent in posting content to your website or to social channels that directly lead back to the website. Don’t over-do it one week, and promptly go off the radar the next two weeks. Customers won’t know when to expect from you and may tire of the erraticism. Posting twice a week is preferable; less is too little and more could be too much.
- Content doesn’t always have to be heavy and profound, just relevant. Instead of blogs, post interviews, infographics, vlogs, or even bulleted listicles.
- Re-purpose content. You don’t have to produce fresh information each time. You could re-cycle content to be used in another format on different media (e.g. turn a blog into an infographic that could be shared faster on Facebook). Or you could re-use previous content to tack on new information that either follows from it or links back to it.
- Hyperlink back and forth and extensively between blogs to create a well-connected web of content. This way you don’t have to re-write things that have already been written (thereby making a dauntingly long article), and it lets you get into a focussed depth with your new subject.
- Blogs that target people in the assessment or decision-making stages of the buying cycle will obviously be quite plainly about you and what you sell. In this instance link back the products you are talking about to the relevant product page on your website. So if they decide to buy it, they don’t have to go hunting for it through your product listings. Remember, at least 6 out of 10 people are making impulsive buys, and those are emotional driven buys that took about 15 seconds for the shopper to decide on. So make blog products quickly accessible.
- Don’t forget to add social media buttons for people to firstly like or share, or even to comment, engage or create a conversation.
- When publishing content on other forums, make sure you leave breadcrumbs for readers to find their way to your website.
- And above all, don’t forget the power of the image, the relevance of the image, and the layout of the content spread, on the reader.
If you pay attention to the content you put out to people you will see the swirls it makes in your marketing efforts.
This checklist pertains to details about a website’s product listing or catalogue pages. To read on for other individual-page checklists or even a site-wide checklist, you can follow this series on our website.