16 Ways to Improve Your Content Marketing Strategy

Web content strategy experts share their top tips for how to increase traffic to your Web or ecommerce site.

By Jennifer Lonoff Schiff
Wed, July 24, 2013

CIO — In today's fast-paced world, you only have seconds to make a good impression online. If your Web or ecommerce site is hard to find, takes too much time to load, is unattractive or difficult to navigate, chances are you've lost a potential customer, maybe dozens of them. So how do you create content that attracts and sticks in people's minds?

Web content strategy, Internet, Web, website

Dozens of Web content experts had advice to offer. Here are 16 of their top Web content strategies for engaging both humans (i.e., potential customers) and robots (search engine spiders or Web crawlers) -- and increasing search engine rankings and sales.

1. Make sure your content can be properly viewed across platforms and devices. "More than 40 percent of Web traffic is coming from mobile devices, but most content does not look good or convert well for mobile visitors," points out Alex Shipillo, head of marketing at Pressly, which provides a mobile publishing platform. Therefore, "your website content should be optimized for smartphone and tablet devices, so that your readers can effectively consume the content," he says.

One solution to this problem is to use responsive design. "Responsive design has been around for a while, but it's becoming increasingly important as people access devices across a variety of screen sizes and form factors," says Derek Singleton, an analyst at Software Advice, which helps businesses find the right software.

"It is also more important because Google is now taking into consideration mobile user experience when ranking websites in search results," Singleton adds. So if your site isn't providing users with a great cross-platform experience, you may be putting your site at risk of losing Google ranking as well as prospective customers.

customer service, customer experience
2. Know the customer journey. "Offer a personalized experience that caters to individuals based on what stage a person is in his or her journey," suggests Erin Levzow, executive director of Hotel Marketing and Ecommerce, Palms Casino Resort.

At the Palms, "we enable site visitors to have different experiences on the website depending on if he/she is exploring the casino resort for the first time versus another visitor who knows exactly what he/she wants and is ready to book right away," Levzow says. And that customer experience strategy, knowing where the customer is on her journey and then getting her where she wants to go faster, can benefit other businesses as well.

3. Make it easy for visitors to find what they are looking for. "Users should be able to easily navigate around your website and quickly find what they are looking for," says Lauren Jaeckel, senior SEO copywriter, Loud Interactive. The fewer the clicks, the more likely the sale. And keep in mind that most people read from left to right and from top to bottom (like the letter Z). So feature tabs for main landing pages in a horizontal navigation or menu bar at the top of each page, with subcategories listed underneath.

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