Every business has a customer base. And the job of writing web content for this customer base is often a daunting task, particularly if the business is a specialty or niche business. Who are the customers and what are they looking for? What do they want to spend? How do they want to acquire the product or service? Do they want to buy online or simply just do research? These are just a few of the questions web marketers need to ask before diving into content creation.
Niche business web content should shoot to answer those questions or cater to revealing the answers, all while influencing the reader with a call to action (“Buy this product, use this service!”) Doing research on who will be visiting the site, who might potentially end up there by accident, and what their needs and wants are can help direct the content strategy.
Intermix Useful Advice with Your Own Backlinks
A very effective way to create content for a niche business is to build a value-added blog, intermixing useful tips and advice with links back to the store or website. For example, an office furniture company may post a useful “3 Tips for Buying File Cabinets” article to their blog, then hyperlink popular search phrases like “fireproof filing cabinets,” “office storage,” or “lateral files” to the products they have to offer. The reader clicks on these terms, is brought to the business’ website, and, once there, hopefully looks around, working through the different categories of product offerings, whether they realize they need those items or not. The results can be a new customer, new referral or, at the very least, increased traffic to the business’ site.
As with any website, using key words and search terms in product category headers is key as well. In the instance of a furniture company, using the generic term “chairs” would not be as effective as using “office chairs,” “ergonomic chairs,” or “used office chairs.” Being as descriptive as possible without narrowing the term to the point of being non- searchable is important. It’s a balancing act, and becomes easier with experience.
Think Like a Customer When Writing Your Content
While writing targeted copy can seem perplexing and confusing, it’s really not difficult. Remember to keep the potential customers’ needs in mind, consider what and how they might be thinking and develop useful content around those ideas. Pepper your content with links to the business’ website or products, and strive write “notice-me” content that will get plenty of social media attention. This strategy is sure to help increase site visits…and hopefully business!
This guest post was written by Liberty Kontranowski, a freelance writer with hundreds of articles published online and in print. She regularly writes content for a business which specializes in cubicles and discount office cubicles.
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