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How much lead-generating content do you need for your website?

by | Apr 28, 2015 | Advice & Tips

content

You need great content for your digital lead-generating activities. Without it, everything else will fall short. Our formula used for our clients goes something like this: Write media-grade content. Make sure that it has a compelling call to action. Post it on your website. Syndicate it to other Internet sites where your audience spends a lot of time.

Content works hardest when it fuels a well-orchestrated marketing strategy. Here are some other factors we encourage Media Relations’ clients to consider:

  • Make it easy for people to buy your product (or at least find retailers).  If they can make a one-click purchase from your competition, they may not want to spend the time to go through 2-3 pages on your website to finish a transaction. We can show you how to use Google Analytics to see where you might be losing people in the buying process, and suggest how to improve your conversion rates.
  • Use creative ways to educate site visitors in exchange for their contact information. That may include asking them to sign up to receive well-written, informative white papers or e-newsletters.
  • Tell people why they need your product or service more than they need their money. Motivate them by appealing to their desires. Help them to justify their purchase with supporting facts that they can share with friends and family.

One of the most effective ways to educate and motivate buyers is by posting the media coverage arranged by Media Relations. The public knows that the traditional media has a very low tolerance for unsubstantiated hype. So when they see trusted experts discussing the benefits of your brand, it will resonate with them.

Wrap it up!

We recommend posting media coverage ‘wrappers’ with your clips. The wrappers summarize what people will see or hear in the media coverage, use keywords and follow current SEO rules to increase the coverage’s discoverability on the Internet, and add pertinent information that may be missing from the clips.

Working with our writing team is easy. You may want to be on a per-post schedule, or simply have us on call for your content needs. To determine which option is best for you, call us at 952-697-5269.

 

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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