4 steps to stickier online content

From curation to diversifying your formats, these approaches can help you boost your Google rankings, attract an online audience and keep those eyeballs on your site.

In today’s fast-paced world, you have only seconds to make a good impression online.

If your website is hard to find, takes too much time to load, or is unattractive or difficult to navigate, chances are you’ve lost a potential customer, maybe dozens of them.

So, how do you create content that attracts and sticks in people’s minds? Businesses that invest in content development have more successful marketing campaigns in the long term.

Here are four things you can do to improve your content development and raise more brand awareness online:

Curate content.

You’re not limited to posting original content on social media. Although that’s the ideal move, it requires a lot of time and effort.

Curating content helps you stay active in your marketing efforts without getting stuck in content development.

According to a recent Tech Cocktail article, it’ll work as long as you frame the content in the context of your brand:

If you are straightforward and honest about your curation efforts, both readers and authors will view it as what it is—the curation of the best articles on a certain topic in one place and not an attempt to steal other people’s work and gain from it. Of course, it’s essential to keep in mind that your ultimate goal for your content is to drive engagement with YOUR brand, product, or site.

Hire a team of writers.

Content development is by no means an easy task. It’s unlikely that one person can fulfill your company’s content requirements on his own.

Download this free white paper to learn how to tell compelling stories that navigate through the noise, boost your brand and drive sales.

Hiring a team of writers makes the assignment more manageable. Moreover, the quality of your content improves, because your writers are less stressed.

Augment your content’s diversity.

Marketing campaigns that feature only one type of content will bore users. We often see brand managers fall into this trap by only writing blogs.

Blogs and articles are great, but they don’t engage users as well as visual content does. The best campaigns feature a mix of blogs, videos, white papers, infographics and e-books.

Make your content mobile-friendly.

More than 40 percent of Web traffic is coming via mobile devices, but most content does not look good nor convert well for mobile visitors. Therefore, your website content should be optimized for smartphone and tablet devices, so that your readers can effectively consume the content.

One solution is to use responsive design, which is becoming increasingly important as people access devices across a variety of screen sizes and form factors.

It is also more important because Google is now factoring in mobile user experience when ranking websites in search results. If your site isn’t providing a great cross-platform experience, you may risk getting a lower Google ranking—as well as losing prospective customers.

A version of this article first appeared on Meltwater.


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