It has always been true that any special perspectives or information that you can provide to your prospective and existing customers will help you build your relationship with them. In the world of online marketing, this is especially important because the quantity and quality of your online content can make it more likely that your target customers will find and visit your site. Consider enriching a basic informational or e-commerce site with tips, white papers, press releases, and even a “blog” that discusses issues relevant to your business and that of your customers. This content should feature keywords that you know your target audience will be searching for, and you can use web tracking software to understand what additional content visitors searched for and spent time looking at. There are also companies out there who offer content marketing solutions if you don't the time or expertise to do it yourself.
|Jennifer Mathes, Ph.D.|