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As mentioned in my previous blog post, Content Marketing Strategy for eCommerce Websites, one of the biggest challenges we face today is content marketing for small businesses. There seems to be a misconception that writing content for your website is painful when in reality, this couldn’t be further from the truth.

Content Strategy for Static Pages:

Since we already covered how to write good content for product pages, let’s talk about an easy content strategy for static (informational) pages on your website. The best way to approach this is to better understand the four (4) types of content and their level of importance to you and your business.

  1. Evergreen Content – Long Term Relevancy

    Content that is used to communicate information about your products and services that is relevant now and will continue to remain relevant for a long period of time is called Evergreen Content. It helps define your company for the view and establish topic relevance. A few areas where this content can be used includes, but is not limited to, the following:

    • Blog Posts that provide long term relevancy
    • FAQs Area
    • How To & Instructional Videos
    • Images (with written content)
    • Additional Information Pages
    • New Products & Product Reviews
    • Case Studies
  2. Company Content – Credibility & Expertise
    A great way to effectively establish your business as an expert within the industry is to provide content that talks about the various products and or services your provide. Information and details that differentiate you and your level of expertise from others is always a plus. Examples of these would include details pertaining to your geographical location, employees with unique expertise and or training, quantity and delivery capabilities, etc. Here are a few ways you can promote these sort of things on your website:

    • Awards
    • Certifications
    • Years in Business
    • News Section (articles, magazine, press releases,etc.)
    • Memberships to Industry Related Groups
    • Better Business Bureau Rating
    • Customer Testimonials (specific to your products and or services)
    • General Case Studies (describe the customer’s problem and your solution)
    • Company Related Press Releases (how you are growing and staying current in the industry)
  3. Industry Content – Leadership & Authority
    Now that you know a little more about content to assist with long term relevancy and ways you can establish credibility and expertise, it’s time to review content ideas that will position you as a leader in your industry. Providing insight and or sharing your POV (Point of View) will expose your level of authority within the industry. Although some content may be interchangeable between Company Content and Industry Content, the actual content goal is slightly different.

    • Specific Case Studies (explain the problem, your solution and results)
    • Blog Posts (written by your company as I have written this one)
    • Articles (written by or about your company)
    • Industry Served Pages on Site (how you specifically serve that industry and its current business needs)
    • Industry Photo Examples (with brief descriptions)
  4. Pictures & Videos
    I consider pictures and videos to be a very important piece of the puzzle when it comes to a content marketing strategy. There’s no better way to describe a product nor show one in action than adding a picture and or video. The same goes for any services your provide. Here are a couple little things you can do to really take advantage of content marketing in these areas.

    • Pictures should be named accordingly (include brief description and alt tags)
    • Videos can be used to show how things work (audio can be transcribed into text or you can write content based on what is happening in the video)


Now you know what type of content your site needs, simply come up with a plan to help you stay focused in areas of need. Once you have that figured out, writing content will be a little easier. Write content as if you were talking to your customer about the product(s) and or service(s) you provide.

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