Content Management Strategies for Online Marketers

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Content strategy, when done right, maximizes Internet marketing and leads to successful online brand development, which can mean more sales and more revenue

One of the main reasons online brands delve into creating their content is to increase organic search results and generate more site traffic of a highly qualified nature. When done correctly, original content creation not only propels marketing communication efforts, it also gets web pages optimally ranked in search engines. 

This is done by choosing search-optimized keywords and key phrases for use in web content, the same words that people search for when they are searching for specific products. Collaborating with a reliable essay writing service like EssayPay can ensure the creation of high-quality content that effectively incorporates these targeted keywords, contributing to improved search engine visibility and driving more relevant traffic to the website.

Actionable Marketing Defined

In short, actionable marketing is a marketing communication that encourages consumers to take a specific, desired action. That action may be to request more information, to call a 1-800 telephone number, or, to make an actual product purchase.

Through a series of compelling initiatives, marketers focus on getting the prospective buyer to engage with the product or brand.

This is also known as "pull marketing," and it is very closely aligned with actionable content marketing methods. By using the right message to entice a prospect into reaching out to the brand, and by disseminating that message across highly-targeted media platforms, marketers create value for both the company and the potential consumer. And, in so doing, engage the consumer to the point of action.

Main Objectives for Original Online Content

With relevant and informative content, online businesses can be seen as trusted sources and as thought leaders in their industry. Website visitors will flock to these online spaces in hopes of finding what they need from a business they have come to trust. In this digital age, it’s all about brand loyalty and strong online content that can build strong relationships between customers and brands.

Toward this end, marketers realize there are essentially three chief purposes for online content:

  • To increase visitor trust in the product/offerings/service/brand
  • To engage and influence visitors intimately, emotionally, and psychologically
  • To directly assist in leads and sales through persuasive and compelling content

Content Development Questions

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Marketers need to consider the objectives of their online content. But it is also just as vital for them to consider the interests of online shoppers and how to create content that will bring more consumers to their website time and time again.

Some content development questions include:

  • What kind of content draws the attention of online visitors?
  • Once visitors find that content, how can a website get them to come back?
  • What additional content strategies can be employed to increase site traffic?

Allow Visitor Feedback and Site Comments

Once the content is created, astute marketers should permit their visitors to leave comments about articles and blog posts on the site. Content written by site visitors will be viewed as fresh content by search engines and can potentially boost a website’s rankings.

If there is any concern about negative comments, content can be moderated at a webmaster’s discretion. Simply post: "All comments are moderated and will appear only if they are determined to be on-topic, of general interest, and not spam."

Posting visitor comments also allows businesses to show online visitors that their perspectives count, and that their ideas and concerns are valuable to the company. This will in turn foster deeper engagement and brand advocacy from the public. Positive word of mouth will get around, and this can lead to more buyers and, in the long run, justify the content strategy.

Turning Content into Actionable Marketing Content

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If presented in a compelling and informative fashion, a brand’s story may go viral and reach a level of engagement that can influence opinion and, ultimately, purchasing decisions.

Below are seven tips to turn web-based marketing content into truly actionable content.

  • Offer content that helps customers/prospects to understand product benefits in very specific ways.
  • Provide a strong call to action (CTA) and make it easy for site visitors to buy online
  • Create content that is written naturally, similar to how customers talk.
  • Update FAQs with relevant questions from actual, potential customers. Do not name names, of course.
  • Link product description web pages to complementary and supportive articles.
  • Add informative and visually appealing product-specific videos to content pages.
  • Don’t be afraid of forums. Let customers share experiences, and let them openly discuss the product with each other. Moderated forums allow the brand to control which comments appear online.


Conversations between customers and brands create an opportunity for consumers to intimately engage with brands and feel more involved. Marketers should seize upon every opening to directly relate to their customers for better business results, and content marketing is but one way to accomplish this.

Actionable marketing defined is as communication that encourages consumers to take a specific, desired action - such as requesting information, calling a telephone number, or making an actual product purchase.

The main objectives for original online content include increasing visitor trust in the product/offerings/service/brand, engaging and influencing visitors intimately and psychologically, and directly assisting in leads and sales through persuasive and compelling content.

Content development questions include what kind of content draws attention from visitors, how to get them to come back, and what additional strategies can be employed to increase site traffic.

Visitor feedback should be allowed on the website by moderating comments to avoid negative comments. This will show that their perspectives count, which will lead to further engagement with the brand.

Turning content into actionable marketing includes offering helpful content with a strong call-to-action (CTA), natural language, FAQs linked with articles, product-specific videos, and moderated forums for customers to share experiences.

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