masters of marketing: website content
DESCRIPTION
Presentation slides from the May 17th Masters of Marketing webinar from Insurance Technologies Corporation on Website Content. www.GetITC.comTRANSCRIPT
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"Content is King"The Importance of Content
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● Have people visit your site
● Have people stay there a while
● Have people continue to come back
What Are Your Intentions?
So where do you start?
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“Sites that update their content 5 times a month receive 300% more traffic” (http://www.esacramentomarketing.com/businesses-need-to-get-with-the-content)
More VisitorsMore Customers
Step 1: Get People to Visit
Make it relevant. Make it interesting.
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Because Content Is King.
Search Engines Don’t Care About Design
Content ∙ Search Engines ∙ Consumer
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Keep your site fresh.
Quality. Engagement. Freshness.
How often should a site be updated?Often. Weekly, if possible.
How much should a site be updated?
A lot.
What kind of content should be added to the site?New Pages. Not just new content on existing pages.
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Think: Expiration Dates
Don't Let it Go Stale
You don't want the stench of bad contentkeeping people from coming back to your site.
So take care of that content.
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You want the sparks to fly!
It's Like Going on a Date
Just like you wouldn't want the conversationto die down on a first date,
it’s the content that sparks an interestand keeps that visitor coming back!
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People like to be intrigued.
Step 2: Make People Stay a While
Express how great you truly are.With Content.
Is there really a person behind this website?
Do you know what you're doing?
Are you going to take care of me as a customer?
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Content. Content. Content.
Make those visitors know you actually exist.
Show off how much you know about customer service and managing a crisis.
Show that you care about each and every customer.
Show that you care about the time and effort it takes for people to pick your site out of millions.
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Your Work is Done!
Step 3: Keep People Coming Back
Just Kidding. Your work is never done.
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Tricks of the Trade
Blogs – Post infographics, comic strips, funny stories about insurance, or important news about changes in the industry. Blogs are the epitome of new,
fresh, and relevant content on your site.
Contests – People like free prizes. And businesses like free publicity. A contest can also be the best way to keep people coming back.
Testimonials – Seeing that Susie from down the street highly recommends your business will definitely help Mary make a decision to stay on your site for
business.
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Tricks of the Trade
Newsletters – This is a perfect example of how you can get people to visit your site, and then you can kindly remind them to come back.
Press Releases – If you’ve got fresh, exciting, and relevant news to share,
consider this option for some good, off-site content.
Landing Pages – Take advantage of your great design and some even better content. Use these pages to cater to specific content, and make it easy
for the consumer.
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Landing Pages
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Bottom Line
It does it all:
Gets People to Visit
Makes People Stay a While
Keeps People Coming Back
Content is King.
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And now you know the importance of content.
Thank You!