Download PDF by Kristina Halvorson: Content Strategy for the Web

By Kristina Halvorson

ISBN-10: 0321620062

ISBN-13: 9780321620064

In the event that your web site content material is old-fashioned, off-brand, and uncontrolled, you're lacking a massive chance to interact, convert, and preserve clients on-line. remodeling your place web page won't support. making an investment in a brand new content material administration process won't repair it, both. So, the place do you begin?
Without significant content material, your web site isn't worthy a lot for your key audiences. yet developing (and taking care of) "meaningful" content material is much extra complex than we're usually keen to recognize. content material procedure for the net explains how one can create and carry precious, usable content material on your on-line audiences, while and the place they want it such a lot. It additionally stocks content material top practices so that you can get your subsequent site redecorate correct, on time and on finances. For the 1st time, you'll:
* See content material procedure (and its company worth) defined in simple language
*  Find out why such a lot of net tasks implode within the content material improvement part ... and the way to prevent the linked, pointless charges and delays  
* audit and study your content material
* Make smarter, available judgements approximately which content material to create and how
* the best way to hold constant, actual, compelling content material over time
* Get reliable, useful recommendation on staffing for content-related roles and duties
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Will the purchase arrive undamaged and on time? Will I actually get what I ordered? Will unexpected fine print charges be added to my order without my knowledge? Will anyone respond if I have a problem after buying? Will it be easy to dispute or cancel my transaction? Anything that you can do to minimize anxiety will help conversion. This includes clear privacy policies, detailed shipping directions, unconditional return policies, client testimonials, certifications, and trust symbols that show that you conduct business with integrity.

This means that the person is specifically looking for your company. Although not strictly an offline traffic-driving method, brand awareness traffic is usually achieved as a result of multiple exposures to your company in diverse settings. A high proportion of brand awareness traffic is an indication that your brand is strong in your industry sector and that you are “top of mind” for prospective customers. It usually results from a combination of all of the other online and offline activities.

A couple of hours of graphic designer and copywriter time are often all that the landing page merits. With a cursory review by the higher-ups, the landing page goes live. Worse yet, we assume that the quality of the landing page cannot be changed. So we do not even look to it for improvements. We turn all of the other knobs and dials at our disposal and continue to neglect the biggest profit driver under our control—the conversion efficiency of the landing page. And this is costing a lot of money in the form of missed opportunity.

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Content Strategy for the Web by Kristina Halvorson

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