Building an ideal website means combining topic strategy and content strategy. Drawing customers into your website requires an understanding of your customers’ interests and passions. By creating a website with relevant, interesting information for your customers, you stake your claim and carve out a niche for your business. Of course, you want to carve the largest space possible for your business. That’s where content creation and optimization come in. Content is, quite simply, the text, photos, videos, and other media that make up your website. It is the digital product that you offer to customers through your website.
It’s important to match the digital product closely to your physical products. The topics you choose to feature on your blog and website are what define your business’s presence on the Internet. Consider your product and services. The ways in which customers use your business is as important as what you sell. This is where topic strategy and content strategy come together. The topics your blog features are driven by the products or services your business provides. The content will depend upon how you want to be perceived in the market. For example, if you sell kayaks and want to be known as the go-to business for kayaking expertise, you’ll want to feature articles about the best kind of paddle for various water conditions, or the top ten spots to kayak for beginners.
Choosing topics that are timely and relevant is important. While it’s tempting to write about the “latest and greatest” trend, it’s better to present topics with staying power. In six months, the newly released Ultra Paddle 9000 will be old news while an article that discusses handle length and oar curvature will remain relevant and useful to your customers. Offering the content customers want is the most effective way to bring them to your website, and ultimately to your brick and mortar store. By combining topic strategy and content strategy, your website becomes a powerhouse that builds and supports your reputation as a strong local business and builds credibility in the minds of your customers. BCI Media Services can help you make the most of your website. Visit our website to find out how we can help you carve your niche.
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