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.”

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T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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