Inbound Marketing 101: Crafting Quality Content that Attracts Visitors

For many companies, creating content for their websites and blogs can appear to be the most difficult and time-consuming part of developing an inbound marketing campaign. But creating quality content is really fairly simple: keep your audience in mind.

Target your audience.

Who is your key audience? What topics are they interested in? How much time do they have to read your content? Are they missing key information they need to make decisions? Tailor your content for your audience, and you’ll begin to see an uptick in visitors to your site. Not only that, you’ll know that these are visitors who are precisely the prospective customers you’re honing in on.

Engage, engage, engage.

Make your content pop by throwing in a bit of humor in every paragraph. Not exactly a comedian? Tell anecdotes that will draw the reader in. Make every sentence relatable, because there’s another human being reading your work.

Zoom in on the personalities and lived experiences of your audience.

What are the trends that your audience is attracted to? What do they read besides your site? What did they do last Saturday afternoon? Knowing a few key facts about your audience will help you to speak about their experiences.

Get to the point.

Do not spend three paragraphs introducing your key point. State it up front. Many web visitors read the first few sentences of a blog post, and then skim the rest. Make your intro short and noteworthy, and take care to ensure that the body of your content is easy to read.

Establish trust.

Blog often. Post on social media several times each week. Become a presence your readers rely on and begin to trust for entertaining content and useful information, and they’ll begin to head to your site without prompting.

Speak with your web design firm about your upcoming inbound marketing campaign, and find out what their content creation strategy is. Collaborate with them by talking about who your audience is, and you’ll be well on your way to coming up with engaging, dynamic content together.

Are You Using the Right Channels to Distribute Your Content?

Writing great content is a key strategy when you’re looking to attract visitors to your website. Making sure that your content gets to your customers, using the right channels of distribution, is just as important. What’s the use in creating valuable content if you’re not reaching your customers and targeting that content toward them?

Identify Buyer Personas

Your first step when deciding which channels to use, is to identify your buyer personas. If you’re selling manufacturing equipment, your target buyer personas might be facilities or operations managers, engineers, or procurement professionals. If you’re marketing a line of fitness apparel. Your buyer personas may include online retailers, health and fitness clubs, and consumers in the demographic who might be most interested in your product’s design, style, and function. Once you’ve identified your key buyer personas, you can speak with your web design firm. One, ideally, that specializes in inbound marketing, to determine which channels are likely to reach people your buyer personas.

Understand Distribution Channels

Next, you’ll want to understand the three different types of distribution channels, to make choices regarding which channels to use. Owned media is the media your brand is in control of, including your website, blog, and social media accounts. These media target your existing customers and followers. It should be a key part of your content distribution strategy. Paid media is promoted content on sites such as Facebook, Twitter, and LinkedIn. Paid media also includes pay per click and display ads on search engines and other websites. Earned media includes shares and mentions of your social media and blog posts, reviews, recommendations and content mentioned on 3rd party sites. In order to “earn” this type of media, you must create compelling content, build a stellar SEO strategy, and engage with your customers via social media.

Utilize Experts

Your web design firm can help to develop content and strategies necessary to distribute through the channels that make the most sense for your company. Analyzing your customer base, creating unique content, and targeting current and potential customers, should be the cornerstones of your plan to build your customer base.

Look for a web design firm with an understanding of SEO and inbound marketing. Hiring a creative team with expertise in building dynamic new content, you’ll be well on your way to developing your business online.

When it comes to design, there are no bad colors, just bad combinations.

Color is one of the few elements in design that contains both the Arts and Sciences simultaneously, while incorporating emotional, psychological, and scientific aspects of the Arts. Color can be broken down into a color wheel with an exact science, and yet when it comes to designing, you have to approach color from a human esthetic point of view as well. Color can affect us emotionally thru our past personal experiences, but this is not the goal that we are working towards. Instead we want our corporate branding to be “less personal” and more in the realm of universal language of meaning in your respective industry, for example, restaurants are generally in the red/orange warm spectrum of the color wheel. Here are the colors broken down in how colors psychologically affect us universally.

 Stimulates mental processes, the nervous system, activates memory, and encourages communication.
Green: Soothes, Relaxes mentally, as well as physically, Helps alleviate depression, nervousness, and anxiety.
Blue: Calms and sedates, cools, aids intuition.
Purple: Uplifts, Calms the mind and nerves, offers a sense of spirituality, and encourages creativity.
Pink: Bright pinks, like the color red, stimulate energy and can increase the blood pressure, respiration, heartbeat, and pulse rate. Can also encourage action and confidence.
Red: Increases enthusiasm, Stimulates our psychologically, Encourages action, provides a sense of protection from fears and anxiety.
Orange: Stimulates activity, appetite, and encourages socialization.

Black is not typically considered a color in the visual arts, because it represents void of light, thus without light there is no color. White on the other hand theoretically is considered of all colors combined in ultraviolet light.

When picking your branding colors, it’s more advantageous to start your approach of the problem from an industry perspective rather than personal one. For example, red is a high energy alerting color, so more than likely you would not want to use it for your funeral home brand, even though your car is in your favorite color red. This is where you should Separate your personal pallet with your businesses brand.

With that being said, this does not mean you can’t use colors you like, but just be cognitive that they are not counterproductive to your industry standard or your desired messaging. While considering your industries pallet standards you still can find your companies uniqueness through variations of your chosen color(s). For example your blue, red, or yellow primary colors can be variants of the Hues, by selecting your tints, tones, and shades of the colors themselves. Also your secondary color that you pick can also aid you in achieving your branding design uniqueness by choosing an accent color of your choice, or you can simply chose a safe complementary color from the color wheel.

When designing logos, the finished product should have four logos variations as follows: One and two colors logos, one black and one white logo for b/w print advertising (magazines Newspapers etc.).

While stating all of this, rules are not unbreakable, but in general a starting point to guide us through the complicated considerations when selecting branding colors for your designs. In general your layout designs should mirror the branding pallet you finally decide on.

Hopefully this is a help to you in breaking down the designing and branding problems to a more manageable task for you. If not, give us a call, we like to help.

Content is King (and always will be)

Search Engine Optimization is the strategic process of engineering a web-page to achieve high results in the search engines such as Google, Yahoo and Bing.  There are many factors that search engine algorithms take into consideration when ranking a website.  But let’s go back to the basics.

One of the main SEO factors is your website content; Ensure your content is well written and informative.  Search engines cannot rank your website properly if they don’t know what it’s about.

A website should not only be a sales pitch but it should educate your visitors.  Search engines are continually improving their algorithms to deliver the most relevant content to the searcher.  Be sure each webpage has a unique and descriptive title and the content is relevant.  A good goal is 250 words per web-page.  And don’t try to encompass several different ideas or subjects on the same page, that will decrease your “keyword density”.  We recommend optimizing one key-phrase or search term for each web-page.

Need help writing your website content?  We make it easy!  Mango Bay Internet has a team of professional copywriters that will write your website content.  We will simply schedule a meeting and ask some initial questions about your company, products and services, we’ll record the conversation and then our copywriters will do the rest!

For more information about Search Engine Optimization, or to speak with an SEO specialist, contact us at (216) 335-9255.