Join Dayna Rothman for an in-depth discussion in this video Merchandising content on your website, part of Content Marketing Foundations (2015).
- One of the most important aspects of promoting your content is mechandising your content on your website. So your website is the key place that you want leads to download your content. You must merchandise correctly in order to optimize for conversions. So where can content live on your website? Content can live in a specific resources section dedicated to content. On your homepage. Or on ads throughout your site. So let's take a minute to walk through each option. Your resources section.
This is where your content can call home. It is a section of your website dedicated to thought leadership. I definitely recommend that all companies that are engaging in content marketing create a resources section. Your resources section should be easy to navigate. It should be very obvious to the reader where to find each content asset. It should also be SEO optimized. You want to make sure that your calling out the different keywords for search engine optimization throughout your resources section. It should also be categorized by key topics that are important to your business, should include visual images throughout, and include forms for lead generation.
Here's an example of a resources section. This resources section is from the company Marketo. As you can see it's categorized by different topics that are important to the business, and it also includes visual images that are engaging for the audience. Additionally, it has a form up on the upper right hand corner, for somebody to fill out if they want to receive more information and more content over time. Here's another example of a resources section from the company Captora. This resources section is also highly visual with the different tiles, and it has different calls to action throughout the resources section, where somebody could go click on it and find out more information.
So now let's talk about content on your homepage. This type of content should be designed for conversion. Add your best content to your homepage rotator, or include a call to action in a prominent place. So let's take a look at a couple examples of homepage content. So this is an example from Marketo that shows how content is optimized and merchandised on the homepage. This lives directly on the homepage, so if a person navigates to the website, they can easily see what content Marketo provides.
Here's another example of homepage content on a rotator. This is from the company Bluewolf. So when you navigate to the homepage, there's a rotator up top that goes through various options. One of the options is to download a piece of content. Notice how large the image is for this piece of content and that the CTA, the call to action, is very obvious. So now let's talk about ads throughout your site. You can promote content throughout your website using banner ads and other images. Consider promoting content on your product pages where applicable.
So let's go and take a look at a few examples of site content using ads. So this first example of a site ad is a personalized banner that shows up on the bottom of a blog post on Marketo. The different content CTA takes into consideration what blog posts the person is reading at the time. So if the person is reading a blog post about Email, they get a banner ad that pops up to download The Engaging Guide to Email Marketing. For site ad example number two, we have related resources that appear on the bottom of different pages throughout the website.
Based on the content of the website, the related resources shows different content assets that are applicable for the content the person is reading at the time. They can click on the call to action, and download the asset. Now that you have your content published on your website, it's important to think about how to optimize it for conversion.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance