Copywriting - WebSubstance - Web Design and Search Engine Marketing

Thought Leadership is Real

What do companies do nowadays to make their web sites stand out from others? What's the real “secret sauce” in web design?

Many business leaders are convinced that new forms of data visualization are the way forward. They believe in the power of flash animation and infographics.

It's true that the visuals and classy themes and overall graphic design layout make a difference -- but it's also a mistake to ignore the quality of content.

Those who read more deeply into what's happening in today's marketing world understand that there is a trend towards meaningful, investigative long-form content. With that in mind, companies that follow yesterday's playbook -- simply setting up a five-point website with landing page, about us, contact, products and services and a blog, may not be doing themselves any favors.

Adding Long-Form Thought Leadership Content to a Site

In addition to the above generic site layout, having long-form pieces and articles does a number of things.

First, it gives the core audience that real industry data that they crave. People want to read about real things on the Internet, not just surf through endless pages of fluff. Companies that reveal some industry secrets or explain confusing ideas to consumers can see their online and off-line traffic increase.

The long-form comment is also a key indicator that the site has something to offer. Even people who don't read resources like white papers, e-books or digital guides can note the inclusion of these items on the site, and make their judgments about the company's standing in its markets. In fact, some companies put news pieces behind pay or registration walls -- which may or may not be a great strategy for showing customers what they're about. Do you want your customers to read the long-form pieces – or are they just decorations?

Using Thought Leadership Content

In fact, the “wall” question is a good example of key decisions business leaders will have to make about this investment in thought leadership. In general, long-form content doesn't belong on the landing page -- so where does it go?

You can choose to sit your thought leadership pieces behind a pay wall or registration wall, or you could house them somewhere in a menu directly off of the landing page. You can also surround them with compelling photos and other visuals that keep web users engaged as they navigate your site.

All of this is part of what you might call a “Web 3.0” approach that moves a business from the 1990s and early 2000’s into the evolving virtual dynamism of today's digital marketing world. Ask WebSubstance about how to really upgrade your site for today’s audiences and position you as a thought leader in your target market.

WebSubstance can help. We excel at offering companies the ability to create better and more interactive websites with pro photography, content management and other key services. Ask us about setting up one of these thought leadership websites, connecting it to social media, and ranking high on search engines.

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Blogging: The Smart Way to Market Your Local Business

Local businesses are always challenged by the fundamental question -- which digital channels should I use to reach out to new customers?

There are a lot of different ways to structure a company's online footprint, but one of them that's become extremely popular is content blogging.

Think about it -- when people go online to look for products and services, they're investing their time, and they like to have content resources they can engage with. Rather than just clicking around on brightly colored buttons, they like to see real value propositions and creative ideas that can help them as they make complex decisions about what they're going to buy.

That's why companies are investing in high-quality content -- not just a little bit of marketing tinsel, but real, in-depth articles that look like what you'd find in a newspaper or magazine.

Where Do I Put My Content?

The problem is where to house all of this neat, creative content.

You don't really want to put it on landing pages or other functional parts of the site, because that's where web users are browsing or trying to buy.

You can't have it on Facebook or Twitter, because these are both short-form social media platforms which need short forms of messaging. But you can put it on a blog – and that blog is really part of a dedicated architecture. You can then use Facebook and Twitter (not to mention other platforms) to point back to the pieces that are on your blog, to give people those easy ways to connect with that great content you've written.

Blogs boost SEO and improve online visibility. Having a well-written blog with posts updated on a regular basis gives people something they can use as they’re shopping.

The Proof is in the Pudding

Institute a content blogging program, and you’ll likely see all of those important web marketing metrics start to crescendo. Click through rates, bounce rates and even PPC or paid search rates will go up as you get more organic interest in your site.

WebSubstance can help. Rather than having to write and post all of this content yourself, just rely on our professional teams, who have extensive content marketing expertise. We can help you come up with a blog plan and do the heavy lifting for you -- with WebSubstance, it's no muss, no fuss, effective content marketing. Get a blog plan in place, and make 2017 year that you dramatically improve your website for more visibility and more customer traffic.

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WebSubstance
21800 Town Center Plaza, #266A-281
Sterling, VA 20164
(703) 470-0808
Jenny Le - President
contact.info@WebSubstance.com