Check out the latest studies on Web users’ attention spans. Depending on who you ask, the typical Internet surfer takes anywhere from one to seven seconds to make a final decision about whether to remain on a particular website or navigate away. Basically, your average prospect could decide to leave your website before the homepage is finished loading.
- Your headlines should be intriguing enough to convince people to keep reading.
- You should also focus on engaging graphics, images, video, text formatting, and navigation features in each page’s “above the fold” area.
2. Go Long
If you’re announcing a snippet of company news on your blog or touting a limited-time offer in a snappy press release, it’s probably best not to beat around the bush.
- On the other hand, truly effective content marketing is often fearsomely comprehensive.
- Nothing conveys authority and subject-matter mastery like a 2,000-word white paper on a particular aspect of your business or trend affecting your industry, particularly if you’re the first thought leader to write at length on the subject.
3. Offer Something of Value
Putting together a major piece of authoritative content – a comprehensive series of case studies or an exhaustive white paper.
- Then use secondary content, such as shorter blog posts and email marketing blasts, to promote the primary piece of content extensively.
- Prospects who feel as if you provide them with actionable, valuable intelligence are more likely to become paying customers.
4. Make Sharing Seamless
You want to include sharing buttons for your strongest social platforms.
- Whereas B2B companies typically feature LinkedIn, Twitter, and Google Plus buttons prominently,
- B2C firms may have more success with platforms like Facebook, Pinterest, Snapchat, and Instagram.
- Share your own content, plus relevant curated content from other sources.
5. Sharpen Your Calls-to-Action
- Top-notch calls-to-action for each individual piece of content that you produce.
- This can be useful for segmenting different customer groups into parallel email marketing lists that you can nurture into leads through ongoing email marketing.
6. Don’t Discount Guest Blogging
It’s a valuable SEO tool and critical component of content marketing. Instead of link-building, guest blogging is now primarily used to build authority among target audiences and indirectly drive traffic back to a particular website.