Time is always an issue for busy business-owners and with creating quality web content being a time-intensive undertaking it is important to leverage this time and create content that will be relevant long into the future. What we call ‘evergreen’ content is what you should aim to produce on your company blog or website.
This is the type of content that answers the fundamental questions in an industry – what are the questions that your prospects will always ask? Those questions form the topics for evergreen content.
Five Tips For Business Website Content
1. Understand your audience and write what they want
• What topics are always relevant in your industry?
• What controversies are always discussed?
• What problems are never solved and so crop up again and again?
The topics you want to focus on are those that are NOT topical, but that never go out of fashion.
2. Update older content that is out of date
There are always developments, even in evergreen topics, so update your existing content to keep it fresh. As well as updating the body text you can also consider updating meta-tags when relevant.
Meta-tags are page title, sub-headings (H tags) and meta-description. You can also take the opportunity to update any offers and calls-to-action that you have on the page.
When you’ve updated a page make a note on the page that it has been updated and give a short summary of the main content changes that the reader may be interested in.
3. Create high-quality, useful content that actually adds value and helps people
This is the crucial factor – without this nothing matters. Quality of content is becoming more and more important and if you want your content to attract prospects and turn them into leads it must be useful and relevant.
4. Make your content ‘problem-to-solution content’
If you can solve problems for your audience then you will have succeeded in making quality content.
In your content describe the problem and then outline the answer – you can give your audience the ‘what’ or a solution-lite. The ‘how to’ and/or full solution are your paid product/service.
So in effect you are saying; ‘I know you have this problem. Here is a partial solution that you can implement. But to save time and get it done perfectly hire us!’
5. Repurpose content into other media –
People consume content in different ways – some like to read, some listen, some watch. Therefore offer all formats to your audience and at the same time do yourself an SEO favour!
A blog post can be turned into a PDF and offered on the page for download and printing, this can then be uploaded to a PDF directory like Scribd.com and linked back to the original article on your site.
Read out the blog post and record it and you have an mp3 which can go on iTunes and be embedded in the page.
Create a Powerpoint of the main points and upload to Slideshare.net, you can then combine the audio and Powerpoint to create a video which can be uploaded to Youtube.
From one single piece of content you have created four media types and each one can be syndicated and linked back to your website creating quality backlinks.
Identify your industry FAQs – this can be in general or specific to your particular business and situation. FAQs are essentially problems that are preventing prospects from becoming sales – they are either down to a lack of understanding about the product/service, or represent objections that must be overcome.
Take each FAQ, or put them in groups, and draft answers that are comprehensive and include at least one benefit and a call to action.
Next identify the bigger problems that your product or service solves.
Take one of those problems and outline the issue, then explain how to fix it, then explain how your product/service solves the issue quicker, better, more effectively, etc. This is the problem to solution content that will help your prospects understand exactly what your product/service does and also position you as the expert who has the knowledge and answers. To repurpose that content into different formats the easiest way is create a Powerpoint presentation by pulling out the main points, you can add images to make it more visually appealing.
You can then use an online video maker to create a video using images of the slides you have created.
To take screenshots of your slides you can use Word 2010 or 2007 Screenshot button under Insert > Illustrations .
You can select a window to capture or a part of the screen (screen clipping).
Then right-click the screenshot and Save As Picture… to save it to a file.
If you are on Vista, Win7 or Win8 there is a new Snipping Tool that will allow you to screenshot part of the screen.
Just type “Snipping Tool” in the start menu search bar and it will open up.
This is only available in certain versions eg. Home Premium, Professional, Ultimate, and Enterprise editions of Windows Vista/7.
If all else fails download the free trial of Snagit and use that.
Once you have your article, your slideshow and your video you can upload to Slideshare and YouTube and link back to the blog post, add the article to your blog and embed your Slideshow and Youtube video on your page as well.