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12 Traffic-Producing, Order-Pulling Content Ideas!
1. How To Articles: they include detailed step by step instructions. Examples: how to publish your e-zine, how to promote your business, how to attract visitors to your web site.
2. Tips: they are usually small pieces of information about the size of a paragraph. Examples: tips on using a product, tips on doing your taxes.
3. Top Lists: they are a group of tips listed in order, usually numbered from first to last. Examples: top 7 ways to get to the top of search engines, top 10 ways to market your product.
4. News Articles: they can include news about your industry or company information. Examples: joint ventures, new product releases, special events, overseas activity
5. Interview Articles: they could include interviews from customers, employees and experts. Examples: interview an employee that won an award, an expert related to your industry, a satisfied customer, people profiles.
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6. Publications: they include information that's bundled together to take with the person. Examples: ebooks, reports, software, auto responder information.
7. Business History Articles: they include information about your business. Examples: years in business, goals your business has accomplished, community affairs, financial information.
8. Product Articles: they include information about your product or services. Examples: new products, improvements to existing products, new accessories.
9. Visual Content: they include visual helpers that help explains, shows or supports an example. Examples: charts, photos, graphics, graphs.
10. Entertaining Content: they include humorous and off beat information. Examples: contests; quizzes, trivia, puzzles, games, cartoons.
11. Excerpts: they include information used from other resources for different purposes, but can also support your business. Examples: journal articles, transcripts of seminars, reprints, speeches, press releases.
12. Technology Content: they are new technologies you can use to present your content. Examples: audio clips, streaming video, MP3 files.
Related: Internet Content - Content Creation
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Larry Dotson 3478 Hypnotic Words, Phrases And Sentences That Can Make You Rich! http://www.ldpublishing.com
Web Content Case Study ...
We recently "re-engineered the content and design of a web site for Gardner+Lang ( www.gal.com.au ), a leading commercial real estate consultancy in Melbourne, and the result is a site that is quite different from most commercial agency sites.
But before I get into the reason why it's so different, it's important to understand a little about the company's culture.
Gardner+Lang's (G+L) Managing Director, Chris Lang is a big believer in the "give and you shall receive" mentality. In fact, that's one of the reasons his business is so unique. He isn't in the business of selling real estate or managing commercial property. Instead, he takes the focus of working with affluent investors to help them increase their property wealth.
The Gardner+Lang positioning statement sums it up perfectly. It says, ""Helping High Net Worth Clients Acquire, Manage and Market their Investment Properties ... For Maximum Return"
Chris' previous web site was created a number of years ago and was looking a little dated. What's more, it really didn't capture the uniqueness of his company's services. Not only that, Chris sends out an excellent e-Bulletin each month, but the problem he was having was that he wasn't achieving many subscriptions online.
Chris approached us to re-engineer his content, revamp his copy and re-design the HTML portion of his web site so it achieved three outcomes:
1. is rich in content so it built a relationship with prospective clients: 2. it generates a larger amount of traffic by way of search engines; 3. and also maximises the number of email leads they generated.
1. Ease of Use
The previous web site already had some really good content, however some of it was buried within the web site so it was difficult to access. The new web site includes additional articles, and with the existing content, we ensured that a number of the sub-pages were visible from the home page so people can easily find all the information that interests them.
2. Maximising initial interest
Previously, the headline for the web site was simply their company "tag line" or positioning statement which said "Helping High Net Worth Clients Acquire, Manage and Market their Investment Properties ... For Maximum Return". Whilst this headline promoted some very strong benefits, we decided to use a headline that was shorter, sharper and drilled deeper to hit the core hot button of investors.
The following headline was decided upon "Interested in quadrupling your property wealth in as little as 5 years?"
As you can see, this headline is shorter and more benefit oriented plus it offers a specific outcome, but the main element is that it's use as a question adds a curiosity element and makes people want to
3. Maximising length of stay on the site
To increase the length of time people spend on the web site we featured a number of key articles from previous editions of the G+L e-Bulletins. These articles are featured as teasers featuring two or three paragraphs of each article, then to read more, people need to subscribe to their e-Bulletin. Once they have subscribed they can then access the full article.
The purpose of the teaser format was to capture as many email addresses as possible.
4. Enquiry generating mechanisms
A critically important function of any web site is to generate enquiries and if your site isn't enticing site visitors to leave their email address, you're simply wasting opportunities. That's where the Gardner+Lang site is brilliant.
Gardner+Lang's previous site already had a response gathering mechanism in their "Negotiating your Way to Success" e-report which gets emailed out to respondents. Gardner+Lang found it to be a great tool for attracting enquiries but they wanted to dramatically increase results.
Now, the new web site, not only offers 8 different opportunities for people to leave their email address, it also includes a "call to action" at the bottom of each page, encouraging people to subscribe or to enquire about one of their complimentary consultations.
Response devices include:
* General enquiry page * FREE consultation * FREE 7 property investment lessons * FREE subscription * FREE - Negotiating your Way to Success
So, no matter who visits the site, there's a good chance that people will leave their email details.
The result? Already, before any search engine optimisation activities have kicked in, Gardner+Lang are receiving twice as many eBulletin subscriptions.
5. Copy in general
Chris Lang is a talented copywriter himself, so we re-used most of Chris' copy but just tweaked it slightly to ensure it was suitable for the web. This included creating new home page copy, shortening sentences and paragraphs and adding more frequent subheadings throughout each page.
When you visit the site, you'll notice how the use of powerful article headlines on the home page entices people to read further:
* How to Create Your Own Investment Blueprint * 8 Factors to Consider When Selecting a Commercial Property Investment * 12 Criteria that Determine Your Property Investment Success * Property Rating Matrix
Notice the way the headlines are worded": * "How to " * "8 factors" * "12 criteria"
Each of these attract attention and arouse curiosity. They stand out. They offer a benefit. They appeal to the driving needs of the site visitor.
6. Credibility online
A web site visitor doesn't have the luxury of speaking with a sales person or visiting your company, so your web site is your online storefront. It sends a message about the credibility, professionalism and expertise that your company offers.
That's why it's important that your site sells and gives proof of your claims. The Gardner+Lang site does that perfectly. They have case studies featuring properties they have sold and properties they manage, and there are a whole range of success stories but what they also do is have from the horse's mouth testimonials from clients ... from a long list of clients at that.
The credibility building keeps going. There are also a number of case studies featuring award winning marketing campaigns they have created.
The Gardner+Lang web site follows the 5 golden rules of web sites that sell including:
1. Easy to navigate 2. Simple, useable design that loads quickly 3. Flooded with email address capturing devices and enquiry mechanisms 4. Loaded with valuable content to maximise repeat visits 5. Heaps of credibility building tools in the form of testimonials, case studies etc.
Next time you re-engineer your site, apply these rules and you'll find that your results increase dramatically.
Kris Mills of Words that Sell is an seasoned copywriter and internet marketer with years of experience developing web content that sells. For more articles on copywriting or internet marketing visit Kris' content site at http://www.advicegalore.com or for more information on Kris' services, visit http://www.wordsthatsell.com.au
Where have all the web content sites gone?
Many web content web sites have vanished or stopped in their tracks in the last few months.
It's quite amazing that this has happened, actually, in the aftermath of the September 11th tragedies -- more people than ever are now using the web to get vital news information in real-time. (Family members in my household now visit international news web sites to get a different perspective on the events going on!)
Content is still around, web sites still advertise for content creation jobs, and yet the web sites for web writers and the content community have dissipated to a small, yet vital, few.
So, if you're looking for support, news, and training, where should you go? Here's a rundown of the surviving -- and thriving -- web sites and communities for those of us who write online!
Web Page Content http://www.webpagecontent.com/ Articles and products to improve web content >From the web site: "75+ ways to make your web content more usable, readable, credible, accessible and profitable, and attract more traffic through search engines. New articles every week or so." An interesting mix of content and creation how-to's.
Contentious http://www.contentious.com/articles/011210.htm Amy Gehran continues to write her monthly articles on online writing and content creation at www.contentious.com. Meet with her when she travels to DC!
Online Content UK http://www.onlinecontentuk.org Online Content UK has moved up to fill the gap in the UK content scene. They are now hosting events, an online discussion group, and they plan on adding UK Content Creation jobs in early 2002.
Independents Day http://www.independentsday.org/about_id/aboutid.php >From the web site: "INDEPENDENTS DAY is a worldwide project celebrating independent content and design on the web. It's supported by an informal network of designers, artists, writers, editors, developers, and producers who create content and design to enrich the web."
Web Writer News http://www.webwriternews.com Emily Moorehead's web site is packed with news, columns, and resources for web writers.
If I missed your web site, which is a definite possibility, please email me your details at firstname.lastname@example.org and I'll let everyone know you're out there!
Publisher of: The Web Writing Buzz Newsletter http://groups.yahoo.com/group/webwritingbuzz
The Writer's Online Survival Guide http://mysmys.tripod.com hewritersonlinesurvivalguide/ *32 packages of Ramen Noodles = $4.00 *230+ Writing-Specific Job Sources Online = $4.00 *Not having to spend hours searching on the web for new ramen noodle recipes or dead-end writing job links = Priceless*
please visit the Internet Marketing web sites:
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