Three Tips to Organizing Content on Your Website
Creating content is the foundation for your content marketing journey. And showcasing the content in the most appropriate manner is the way to reach the target audience.
IMPACT’s Kimberly Marshall has published an article highlighting three steps to help you organize content on your website.
She says, “To better reach our buyers with content, we need to first understand how the buying process has changed.
Buyers once had their minds made up an average of 25% of the time before they walked into your business or talked to someone in sales, which meant sales teams had quite a bit of leeway to influence their buying decision.
Today, however, our prospects are far more educated. By the time your business knows a prospect exists — what we call the zero moment of truth — 80% of their buying decision is already made. This is because any time our prospects plan to make a purchase — especially large ones — they search for information about their options online. As they seek out answers to their questions, they begin to trust the companies that answer these questions as honestly and thoroughly as possible; and people buy from companies they trust.
Because there is so much information out there at our buyers’ fingertips, they’re empowered to make better buying decisions on their own.”
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