Additional content on your website that addresses particular questions and needs is a great way to enhance your content marketing plan for your manufacturing website.
The bottom line is - what you do isn't easy. Likely, what those you sell to do isn't easy either! If you an add helpful, useful and relevant content to your website with articles that address particular challenges, you will be providing a service, prove your position as a thought leader in your industry and solidify your position as an expert.
To get started with content marketing, here are some key things to consider:
Step 1: Frequency
Pages on your main website are not expected to be updated frequently (that would happen with blogs), so you don't have to worry about coming up with something to say constantly here. Aiming for one a month would be an ideal place to start.
Step 2: Logistics
Chances are someone is helping you maintain your website. Discuss with him/her at the outset about the plan to add pages to your website. You'll need to decide where these should be housed and accessed via navigation. Are there deadlines by when you want certain content to be available, and what is the lead time for your webmaster to post the new article. In what format do they need the content? What images will accompany the article (if any) and are there any photo shoots, editing or rights that need to be secured for using that image?
Step 3: KeywordsYou want to make sure you use keywords that will help people find the article. Remember - write for the reader, not for the search engines. Consider how your customer will search for a subject and not how you internally refer to it. Are there buzz words and industry jargon that will - or will not - be used by someone who might be searching for information and a potential purchaser? Make sure you don't assume knowledge. Also make sure to explain any acronyms, as people might search by the full technical phrase or by the common reference.
Step 4: Tools
To get started, try using HubSpot's Blog Topic Generator. While not perfect, it should help get the juices flowing of how to come at the challenge of what to write about. Google's AdWords Keyword Tool is another wonderful source of keywords that you can leverage to write 'how to,' 'benefits of' and similar articles.
Step 5: Content
Be inspired by the articles you like to read...and the articles you wish sites you visit had. Perhaps it's latest trends in the industry. Maybe it's a historical retrospective of changes in a product you make. Could be a additional tips and features that people didn't even realize your product delivers or additional uses or benefits. This content will live on your site for a long time, so make sure it can survive with age.
Still stuck? Agencies like ours have copywriters we work with who come from the manufacturing world (or other industries) so that you can focus on what you do best...and we'll take care of the rest.
Adding article pages to your website helps your search engine optimization (SEO) by helping your site be more robust (more pages), more targeted content and, most importantly, by providing more useful information to your audience. Make sure you alert people to this new content, for example in your eNewsletter, so that people can benefit right away.
Ready to get started?