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Many businesses want a simple website where they tell people what their business is about, some information on the products they offer and a means of contacting them.
However, content is vital in the growth of your Internet presence. Information is your asset and all you need to produce it is the knowledge you attain over time.
For some, they simply don't know where to start. Here are some things to conider that could lead you to providing great content and a value-adding website.
1. Write what you know
Knowledge is power. Post articles to your website that show that
you are well informed in your industry. If you can position
yourself as an expert in your industry you can boost perceived
credibility of your business on the whole.
2. Entertain
Everyone likes to be entertained. For example, if you are
marketing African tours, you might publish photo galleries or
post stories on the African people, travel tips, the climate,
etc.
3. About Your Business
Are people interested in the current happenings in your business?
Post news items on your website. Eg. "New branches Country
Wide"
4. About Your Product
What do your customers often ask you about? What are their
uncertainties? If you offer a "complex" product, which requires
much learning on the part of the conumer, a website is a great
place to teach them! This in mind, you might not want to be too
technical in your copy - tell them about the benefits, not the
features.
A great way to clarify uncertainties is to publish a "Frequently
Asked Question" or a "Q&A" section.
5. Back to the Plan
Take a look at your marketing and / or business plan - what goals
are you trying to achieve and how are you trying to position
yourself in the market place?
6. Watch your competition
6.1. What are competitors offering through their website that you
are not?
6.1.1. Determine why they publish this content, then think of
ways that you can improve it and use it on your website. Don't
copy - enhance.
6.2. What are you offering on your website that competitors are
not This raises two question:
6.2.1. Is the information you offer really satisfying? Does it
need to be there?
6.2.2. And, if the information does give you a kind of
competitive advantage, how can you capitalize on that?
7. User Behaviour
Conider your Internet market - what do they do on the
Internet.
7.1. Do they like to communicate with other Internet users about
your industry? Conider having a forum on your website where you
can allow website visitors to do this
7.2. What websites do they visit and what kind of information
might they be looking for on those websites? If this kind of
information is consistent with your industry and the product /
service you are marketing, try to offer this kind of information
on your website
John Simms is an Internet Marketer for Eiledon Solution, a South African company based in Cape Town offering website development and related Internet Marketing services.
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