Content marketing and the user experience

Designing and creating a website that stands out from all your competitors, and grabs the attention and interest of potential customers, is a crucial aim for many companies and businesses. From the largest, multi-national company, to the smallest local store, success online is all about the website and online presence. But designing a stunning website is only half the battle. You need to attract visitors to your website, and then convince them to sign up to your services, or purchase your products. And this is no easy feat. In fact, it takes research and knowledge of SEO, as well as top notch, content marketing. Here at Pumpkin Web Design, we are Preston’s leading web design and web marketing experts. And we offer a full range of services, from website creation, through to content marketing and SEO. That’s because we know that succeeding online, takes more than a top quality website. As a result, we have produced this guide to content marketing and the user experience.

Content marketing and SEO

Content marketing has a close relationship with SEO. Search Engine Optimisaton (SEO) means making changes to your website to make sure that it performs well on top search engines. This can help your website to rank higher, and it can also help direct more traffic to your website. And more traffic means more sales. However, any old content isn’t good enough. In fact, Google uses an algorithm to rate website content. And this means that your content must be:

• original
• quality
• relevant
• informative
• useful

In addition, by producing a wide range of content, such as blog content and articles, you can aim to attract traffic from a wider range of keywords. These keywords are the search terms that potential customers will be using on search engines. And by producing articles on common questions or themes related to your industry you can target a variety of search terms and keywords. Which means more organic traffic.

Content marketing and the user experience

While there are many advantages for your business or company to produce content, you need to make sure this content focuses on the user. And not on your Google rankings. This is because content that is simply produced to try and help improve your rankings, is most likely not going to be your best work. And it might not even be particularly useful to any readers. This means that while the additional content might attract more visitors, they are unlikely to hang around and actually shop. Your content marketing should:

• be useful for the reader
• improve the user experience
• link customers back to your website

Be useful

You need to focus your content marketing on content that is actually useful and helpful for your potential customers. And then produce high quality, informative and original articles based on this. This approach will help your visitors find the information they were looking for. And it could even be enough to convince them to check out the rest of your website. Which can result in more sales, and business growth.

Improve the user experience

Creating content that preempts the users needs and requirements, and answers their questions thoroughly is the best way to use content marketing to improve the user experience. You should include visual content, and make good use of headings and captions to lead readers down the page, and direct them to the information they were looking for. Breaking the content down into categories can improve the user experience.  And a better user experience leads to more sales.

Links

Including links back to your main website is an important part of content marketing, as it can help direct users to your website, where they can find more information if they need it. A positive user experience always considers where to direct users to next. And that’s exactly what your content marketing should do.

For more information or advice, get in touch with the professionals today, here at Pumpkin Web Design.