It’s time to stop selling with your content

Are you one of those inbound marketers who try to sell his product or service through content? Then it’s time for you to take a break and realize the fact that it’s time to stop selling with your content, instead you need to help your customer with your content. Yes! Stop selling and start helping!

Great content is not enough!

Content marketing isn’t just about having great content. It’s about having a super duper content which is absolutely relevant for your customer, which is truly useful for your customer, which actually helps your customer! Your content should be powerful enough to touch the lives of millions with those written words. So how will you create this compelling content? The answer is to listen to your customer.

images

 

(Image credits : unbounce.com )

Social listening-the new mantra of content marketing

Get to know what your customer talks about your product or services. What they love about your product, what they hate about it, what are their expectations. It’s important to listen to everything they talk about you. Here comes the significance of social listening or social media monitoring. It’s all about finding and analyzing the conversations about your product or service on social media channels. Use an appropriate social media monitoring tool to capture all the “talks” about you. Understand the pain points of your customers. Understand what’s good about your product. Understand the expectations of your prospective customers; understand what needs to be improved for customer satisfaction. And now come up with contents that address these “talks”. Publish a great blog post addressing an issue raised by your customer. If you are a technical solution provider, come up with articles explaining solutions for issues raised by customer. Provide white papers which entails sufficient information about your brand or product to your prospective customers.

Thus, help your customers with your content. Build relationships with your content. Selling indeed isn’t about helping the customer. But helping indirectly retains your existing customers as well as acquires new customers.

So make your content king worthy enough to help your customers. Good luck with your content marketing.

Advertisements

Best practices for baking user friendly URLs:

Here are few best practices for baking SEO-friendly & User-Friendly URLs,

Use Keywords:

Search engines allocate some weight for the keywords in URLs.But over using of keywords may penalize you for keyword stuffing. Keywords provide advantages in usability point of view as well.

Let us take the example of a search for “balloon”.

The following URL contains the keyword “balloon” in it and this keyword gets highlighted in the search result as well.

http://www.gettoysforkids.com/balloons/delight-balloon/

And these URLs are more memorable to users than the dynamic ones.

Make them descriptive:

If visitor is able to guess what would be there in the web page by having a glance to the URL, then we are succeeded in crafting a good URL.These sort of URLs will be recognized by both peoples and search engines.

Short is sweet:

When it comes to sharing a URL in your tweet, which one do you prefer?

A meaningless URL which is shortened by URL Shortner

Or

A short yet meaningful URL

The shorter URLs have got better usability. They can be easily shared across multiple channels.

Static is Pretty:

Everyone is not a Software Developer to understand all the symbols and short words written in a dynamic URL.Dynamic URLs are hard to read and understand for a normal site visitor. I am not being rude by calling them “ugly” but static URLs are actually “Pretty”

Say No to Numbers:

It is always better to use words rather than numbers in URLs.The following two URLs will tell you why.

http://www.gettoysforkids.com/balloons/delight-balloon/

http://www.gettoysforkids.com/category12/12/

It’s much easier to identify a web page by the words than numbers.

Think twice before considering Subdomains:

It’s acceptable to go for sub domains based on marketing considerations like promoting a URL which is completely unique in its purpose or content. The risk involved in considering Sub domains in SEO perspective is that there is a chance of being treated separately from the primary domain if proper interlinking is not done.

Lesser Folders:

Having un-necessary folders will not provide a better user experience. In the following example

http://www.gettoysforkids.com/toys/collection/stock/balloon/delight-balloon/

The above URL actually confuses the visitor, while the following URL is quite straight forward.

http://www.gettoysforkids.com/balloons/delight-balloon/

Separate words using Hyphens

When it comes to creating URLs with multiple words in it, use hyphens to separate them. This is beneficial from a crawling and usability standpoint.

Use /mobile-technology/ instead of /mobile_technology/ or /mobiletechnology/

Case matters

According to Microsoft IIS Servers,

/Product.aspx and /product.aspx is the same. Unfortunately search engines don’t adhere with the same philosophy.

Also there are lots of Apache web servers out there which are case sensitive when it comes to URLs.

According to them,

http://www.gettoysforkids.com/balloons/delight-balloon/ and http://www.gettoysforkids.com/Balloons/Delight-Balloon/ are two different URLs.

This indeed confuses both users and search engines. It is always better not to use any upper case letters in the URLs to avoid such confusions.

Thus having some SEO-friendly and User Friendly URLs for your website will increase site ranking in search results and improve the usability.

Let us dig into the topic of URL Aliasing feature of Ektron in the upcoming blog post.

References: