Create Engaging Website Content

Last week, FEI marketing guru Marka went over how to design an attractive website that drives business. This week, Marka teaches the tribe how to create content that will keep people reading and returning to the company’s website. Remember, fire = print.

Shortly before FEI’s marketing meeting was scheduled to begin, Marka sat at the conference room table reviewing her presentation materials. Lucy, Zoot and Org had already gathered around the table. Marka listened as young Lucy talked about a bad date she’d been on the night before.

“He seemed nice enough,” Lucy lamented, “but he had nothing to say.”

“Was he handsome?” Marka asked.

“Sure,” Lucy said. “But it didn’t matter. He had no substance.”

“Lucy,” Marka began, “you’ve inadvertently touched on today’s O-site marketing topic. Last week, we learned that appearance matters. Today, we learn that content matters, too.”

“What do you mean?” Lucy asked.

“People visit our O-site to learn how our fire products and services can help them, and for fire-related information that will help make their lives easier. If we can deliver this content in a succinct, interesting way, we will keep O-site visitors coming back. Repeat visitors tend to become customers.”

That got everyone’s attention. Marka approached the whiteboard, and began writing on it:

Tip #1 – For Compelling O-site Content, Educate Your Visitors

“Thanks to the O-web, information is everywhere,” Marka noted.

“So is misinformation,” Zoot objected.

“True,” Marka agreed. “Our customers don’t have time to separate the informational wheat from the chaff. If we supply them with the relevant, timely and accurate content they crave, they’ll trust us more. This will lead to stronger relationships and more sales.”

“How do we do that?” Org asked.

“Let’s start by putting up a blog on our O-site,” Marka said. “‘FEI’s Weekly Fire Tips.’ Each week, we’ll tackle another fire-focused topic our readers care about.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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