Last week, you learned how content is a critical differentiator for your website.
There are a lot of printers out there that have websites, and your print buyers can order from any one of them. So, what will reel them in and keep them coming back for more? Content.
But, does that mean all content is created equal? Can you have content just for the sake of having content and call it good?
You need content that will give you the most Return On Investment (ROI). Or, in other words, content that serves the dual purpose of both resonating with your audience and boosting your Search Engine Optimation (SEO).
Here are some of the best, top-performing types of content for your print website:
Blog, Blog, Blog
If you interpreted that header as blah, blah, blah, you’re missing out on an incredible gold mine of leads for your business.
Having a regularly updated blog does wonders for your business – wonders disguised as improving your SEO and helping to drive organic traffic to your website.
According to blogging statistics found on TechClient.com, websites that include a blog typically have 434% more indexed pages. That means a 434% greater chance of your content, your website, and your brand getting in front of the eyes of your audience.
The benefits don’t stop there, though. Blogging also:
- Helps you gain credibility
- Grows your network
- Gives you the opportunity to get referenced or “linked to” in other content
Some of the greatest benefits of content come from long-form content, and white papers are a good example of this.
White papers provide content that is both educational and information-dense. What’s more, white papers are highly effective lead magnets. They create a “content net” to catch the interest of your print buyers and move them down into the funnel and toward sales with you. (More on this in a later email.)
By addressing and solving problems for the reader, white papers offer many other benefits to help you sell more printing as well.
- White papers help generate leads.
- White papers help you be seen as an industry thought leader.
- White papers are typically geared towards a B2B focus, building powerful corporate relationships that help shore up your bottom line.
- White papers give you an edge over the competition when used as a valuable resource to your print buyers.
- White papers help influence the buying decisions of your print buyers. A 2015 Eccolo Media survey found white papers ranked number two in the top five most influential marketing assets, right behind product data sheets or brochures.
Tips, Resources, and How-Tos (A.K.A. Anything that Provides Answers)
The best type of content for your website is simply content that answers the questions your print buyers are asking.
Although it seems simple, the hardest part about creating that type of content is dealing with the “curse of prior knowledge,” or thinking everyone knows about XYZ, so there’s no point in answering those questions.
But, that’s where you’d be wrong.
Although it may seem obvious to you what a bleed is, or a double fold, or how to design something attractive, your print buyers don’t have that prior knowledge as you do. That’s why the content that answers questions with simplified and easy-to-understand answers is the most useful and the most effective. Customers don’t have to feel dumb by asking about a bleed is because you’ve answered even the “simplest” questions through your content.
Here are some examples of content that answers the questions your print buyers are asking that you could feature on your website:
- Is a Bleed Right for Your Print Project?
- 5 Rules for Readability with Type
- How to Pick the Perfect Paper
- 5 Must-Haves in Every Layout
- Trim the Fat: What Your Logo Doesn’t Need
- How to Lure in Your Audience with Good Design
- Kiss Print Hassles Goodbye by Packaging Print-Ready PDFs
- Become a Keyboard Shortcut Superman
- 4 Illustrator Hacks You Didn’t Know You Needed
- How to Persuade Prospects to Say Yes
- How to Perfect Your Sales Copy
- How Magnetic Marketing Cements Customer Loyalty
If you see that list and all you see is work, partner with a content supplier that will provide you with relevant content like this every month. Having content automatically updated on your website through a makes boosting sales with content a snap.
Keep Them Coming Back for More
The main idea with content is simple:
Your content should keep them coming back for more.
If you want to build your customer base and sell more printing, invest in content that will do just that.
Next week, we’ll dig into content that acts as a powerful sidekick for your website: email newsletters. Are they worth it? Are they still effective? We’ll cover both of those questions and more next week. Stick with us!