Power Tools Newsletter - Web Content Marketing: 3 Key Ways to Pull Prospects In

To attract prospects and turn them into clients, traditional advertising approaches aren't as effective as they used to be, even online. With the explosion of media choices and the Internet's accessibility to more and more people with smartphones and tablets, successful business owners are redirecting their marketing efforts.

In addition to continuing with print and online ads that "push" messages out to consumers, smart marketers are creating content that "pulls" prospects into their websites at all stages of the buying cycle. This approach is called "content marketing," because the idea is to create the kind of content that will get your prospects' attention, attract them to your website, and turn them into customers. Here are 3 key ways to go about it:

1. Focus on Keywords

Don't create any content until you spend a little time exploring the keywords someone might use to find your service or product. Put yourself in the mindset of your prospects and think of keywords and phrases they might use. Ask current clients and prospects what words they use and create a list. Then prioritize these by monthly search volume: the total number of people who used a keyword or phrase in any given month. You can find monthly search volume by entering your keywords and phrases into Google's free keyword tool. Following these priorities, start creating content for your site, using your best keywords and phrases.

2. Make Your Content Relevant

A big benefit of content marketing is how it can increase your visibility in Google's organic search results. Google's proprietary algorithm ranks Web pages by comparing the relevance of your site's content to the search query used by prospects, while factoring in the credibility, or authority, of your site compared to others in your business. To make your content relevant, focus on creating high quality Web pages that use your identified keywords. This will drive more high quality traffic, leads, and new clients.

3. Boost Your Credibility

To make your content authoritative and credible, there are several options. If you offer a complex service, write up some case studies and white papers to educate prospects. If you target consumers, think of ways to engage them with photos, contests, or special offers. You can also create Web videos to help clients and prospects. All sites should include:

• A page on each service or product you offer
• A blog with posts that help prospects make the buying decision
• A news area that also covers company milestones and events
• A download section with client success stories, white papers, and helpful reference materials

Content marketing works because people search the Internet to educate themselves before they purchase. You know more about what you offer than your prospects. Just put that knowledge into relevant, interesting content and you'll become a go-to resource in your field.

Be patient. It can take time to establish yourself as an authority. But keep focused on creating quality content and you'll eventually succeed.... Enjoy a great month!

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