This tip was originally sent to our mailing list as part of our One Thing Wednesday series! We created our One Thing Wednesday email series to help the housewares industry make the next best move. Each week, we focus on one important marketing initiative you can + should be taking on to improve your digital presence + overall brand performance online.
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By now, almost every brand has a page up on COVID-19. If you haven’t already, we would recommend it. Don’t force things, chances are no one is visiting your site for the latest social distancing recommendations or updates on stay-at-home orders. More than likely, your audiences are looking for updates on how your brand is responding to the pandemic, how are you keeping your employee’s + your customers safe, what disruptions they should they expect when it comes to shipping, etc.
Once you’ve got that out of the way, find something new to write about. Your website traffic is probably down, so you need to find a writing opportunity that will capture traffic for new search demand. You’re keeping up with changes in your target audiences’ behaviors, so it shouldn’t be too difficult to find some new + emerging topics to write about.
If you’re focused on millennial moms, you probably already understand they have some new stressors in their lives. They are probably managing a fuller house + daily to-do list, helping with distance learning, they could be new to working from home + worrying about their boomer parents. With all of those considerations in mind, how can your brand add value, make their life easier or their home healthier?
No matter who you’re audiences are, their lives have changed drastically over the last few weeks. Write down all the new challenges they’re facing as you get started in writing new content for them. Once you’ve got their pain points listed out, a great campaign or topic may fall into your lap! If that’s not the case, start your research! When we’re looking for content topics or themes, our first stop is Google Trends. Start searching for some of the pain points you’ve identified. It may help to add modifiers like “at home” + ”indoor”.
Once you’ve figured out a topic or pain point you can speak to, get writing! Remember, this isn’t a sales pitch, so keep your content focused more on your consumers. Focus on educating + entertaining your audience, while keeping an eye on the prize in terms of adding value + becoming a resource. This content should add value to the readers’ lives, first + foremost, but don’t forget about its other purpose of generating traffic!
- Use highly searched key phrases, especially in your title + headlines.
- Write at least 300 words, thin content won’t do you any good!
- Use image alt text to optimize your blog’s images.
- Include key phrases in your URL if possible.
- Link to the new content from other pages of your website.
- Share your new content on all of your digital channels, send out an email, post on your social channels, create new ads, etc.!
We can’t wait to see what new content you come up with! Send us a link when your new post is up, we’d be happy to help you optimize it for even better results, at no charge. Not sure when you’ll be able to sit down + write? We can help you out there, too! From a la carte content packages to ongoing content marketing strategy + support, we’re to help! Just book a time to talk or give Justin a call at (920)267-4362 + we’ll get started!