You’ve spent weeks (or months) getting your new IoT website ready and you’re ready to launch. That’s great! However, a new look isn’t enough to make a website refresh a home run. If you’re not also providing a range of different types of valuable content to your site visitors, then you’re missing out on some great opportunities to convert website visitors into leads. Content can help you:
- Drive SEO for potential customers who are searching for specific terms—especially important now that the M2M/IoT space has such strong momentum
- Provide new ways to drive leads for your sales team through downloads of high-value materials
- Offer valuable information for your customers and potential customers, and thought leadership for your executive team, not only about your company, but also about the industry problems it solves and how you differentiate from the competition.
But more words on more pages isn’t going to do the trick. Your site needs specific types of content that will have the most impact for the areas mentioned above. Here are five pieces of content you should add to your website immediately:
1) A blog, or maybe even more than one. Many companies have a blog already…but some still haven’t taken the plunge. If you do have a blog, up the ante. If you post once a week, invest the time in two times a week on M2M/IoT topics that are valuable to your company and your audience. If you have one successful blog, weigh whether a second one makes sense to promote a different audience segment, for example, enterprise vs. service provider or wireless vs. wireline, or even for different vertical markets. Make sure you’re providing an opportunity for visitors to sign up for automatic email updates each time you post. That converts visitors into followers, making them one step closer to becoming customers. One rule about blogs, however—don’t make them all about you and your products, but rather focus them on providing valuable information to the industry you serve. You’ll get more attention across the web that way than you would if everything is about you, you, you.
2) Case studies. You can tell your story well, but often your marketing materials may sound like….well…marketing materials. Instead, offer one or more case study (text OR video based) for each vertical market you are trying to reach. Consider using a third party to write them so they hit your salient points but are written in the customer’s voice. Be careful not to overdo it; you want to provide your best examples, not EVERY example. Think “small, medium, large”—provide a use case from a small customer, a medium customer and a large one (where appropriate) in each vertical. If you want to acknowledge a customer without a case study, use their logo with permission.
3) One or more white papers. White papers are a great way to tout your company’s deep knowledge about specific subject areas. They allow companies to be part of a conversation when they might not have a solution yet. They provide great reason for your sales team to connect with existing customers and those in the funnel. And, with a lead capture form in place, they are a great way to provide your sales team with a constant stream of new leads.
4) Press releases. When you’re first getting started, show off as much news as you can. Stuck with “no news?” There are plenty of things you can “announce,” including industry predictions, quarterly or yearly growth rates, traction in specific international markets, for example. Don’t be shy about making announcements, but make sure they map to your overall marketing goals.
5) Press clippings. Stuck with no coverage? Ask your PR team to work with you on a few contributed articles or blog posts to sites that accept them, then add those to your site. Grow this area over time. Consider paraphrasing the headline and first paragraph of each external article to maximize SEO.
Of course, these pieces of content aren’t valuable unless you’re actively promoting them. Make sure each new piece across these five areas is heavily promoted on your social media streams, sent to your sales teams so they can send the links to their customers, added to your newsletters, and more. Your investment will pay off with new traffic and new leads for your company.
Want more marketing advice for your M2M/IoT company? Visit Calystp's new site, The IoT Marketer.