Content Marketing Blog

Give your online content strategy a makeover

If you have ever looked at your content strategy and wondered how you could be doing it better, then recent advice from industry experts could be just what you needed.

HubSpot asked a number of marketing professionals for their advice on improving marketing tactics – and the results could be just what you were looking for.

Invest in your About Us page

Small business marketing expert Shawn Graham highlighted the importance of the About Us section of a company’s website, describing it as a “window to the soul”.


He stressed that this is one of your only opportunities to explain exactly what your business does, how it stands apart from competitors and what the personality is behind your brand.

Avoid boring people with facts and figures and you’re on the right track to success, Mr Graham explained, so bear in mind that your audience expects to be engaged and inspired.

Steer clear of jargon-filled media releases

It can be all too easy to fall into the trap of filling media releases with industry-specific jargon that even the most accomplished of journalists doesn’t understand – so don’t be afraid to keep things simple.

Author and speaker David Meerman Scott explained that media releases should appeal to the masses rather than just a handful of reporters, as this will ensure your message gets across to as many people as possible.

Not only will this encourage people to your site, but also increase conversion rates.

Take an objective look at your content

Before you publish a blog post or send out an email marketing campaign, ask yourself whether your customers are likely to thank you for it.

This is the advice from chief content officer at Marketing Profs Ann Handley, who said that original content needs to appeal to the target audience, not alienate them.

Having happy customers is ultimately what a business needs to gain referrals and build a good reputation!

Posted by Emma Furze