The Gong Blog

Content Fundamentals: Finesse These Elements on your Digital Platforms

There’s a lot that goes into creating and implementing an effective content marketing strategy.

Keeping content fresh, interesting and engaging are important if you want readers coming back, but there also are many components on different platforms that can help guide audiences to more of your content and increase click-through rates.

Here are a few of those elements, broken down by platform, to help keep content reader-friendly, navigate your target audience and generate more leads. Whether you’re capturing leads through offers or raising awareness at the top of the funnel through blogging and social sharing, don’t miss out on simple opportunities to optimize.

The Blog

Blogging frequently drives traffic, improves SEO and fosters a connection with your target audience. Don’t forget these simple components to increase user-engagement and navigate blog visitors.

  • Headline and Headers – The headline is the first thing people see, so keep it catchy and concise. Headers organize and divide different sections of the copy helping readers quickly find what they’re looking for.
  • Meta Description – This brief summary of your blog post should include commonly searched keywords and phrases surrounding the blog topic. Google search automatically cuts off the description after 160 characters, so keep your description to the point.
  • Hyperlinks and CTAs – Once someone has clicked to read your post, keep them clicking. You can navigate users on a blog post by including a reference and linking to older blog posts. In addition to links throughout the post, include a visual CTA for offers that will help capture leads or ask readers to join a subscription.
  • Categories – If you haven’t already done so, create categories for your blog. Tag each post to help organize blog posts in the archive. If a potential customer clicks tpo read a blog about “blogging,” chances are they’re interested in other posts you’ve written surrounding that topic.
  • Visuals – Use images to complement your blog post. Depending on the length, sprinkle in additional Content Fundamentals Stat images and graphics that include stats or serve as an example.

Website Landing Pages and Offers

Guides, how-to’s, eBooks, worksheets, metrics and trend reports – the list of content offers goes on and on. But what do they all have in common if you’re following a strategic inbound marketing campaign? They’re all available as gated content through landing pages. Here are some content elements that will encourage landing-page visitors to take action and move down further down the sales funnel.

    • Headlines – Like your blog posts, the headline on a landing page should grab attention immediately and inform readers what the offer, product or service is about.
    • Sub-headlines – These should use persuasive language and inform visitors why the offer will benefit them.
    • Visuals – Pictures and graphics should be large and relevant to your offer. Take it to the next level by creating a custom graphic that includes information about the offer.
    • Form – The purpose of the landing page is to collect valuable information in return for your offer.
    • CTA on the Thank You Page – When someone has taken action to receive your offer, offer more content. Some options to consider include linking to related blog posts to keep them clicking through the website or inserting another CTA for a related offer.

Sharing Content on Social Media

Once you’ve created optimized, must-read blog posts and landing pages, it’s time to share socially.

  • Catchy and differentiating copy – Luckily, Facebook, Twitter and LinkedIn auto-populates the header and image, the downside is you can no longer use the same headline as the social post copy. So be sure to use more attention-grabbing language in the copy of your social post that’s different then your header.
  • Tagging – If a person, organization or business is the subject of your blog, then get to tagging. Tag the business, their personal account and anyone else you may have mentioned or referenced. This will incline them to share with their network, getting more eyes on your blog.
  • Hashtag – Before going on a hashtagging spree, type it into the social platform’s search box to see how popular it is. Chances are there are multiple variations of a hashtag you are trying to use, so go with the versions that have the most mentions.

For some extra support during your blog process, download our blogging template below.

Save time and blog faster with our blog template.

POSTED IN: Owned Content, Strategic Communications

Amanda Colocho

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