The Inbound and Content Marketing blog

It seems September hit us with a bang.

The heat from a couple of weeks ago is a distant memory, the kids are back at school and already talking about Halloween, and the realisation dawns that we’re only three paychecks away from Christmas (you’ll thank me later, promise!).

What that also means is it’s time to start thinking about how these changes in buyer thought patterns, interests and behaviour can affect your content marketing strategy. And what should you be doing right now to garner more customers in your business?

We’ve written about optimisation strategies and SEO before. And sure, they are some of the most effective ways to drive traffic to your website. But what happens after you’ve been found? The goal changes, right?

You need conversions.

Converting your visitors into leads, your leads into customers, and your customers into promoters takes time and investment. And perhaps one of the biggest investments is your microcopy.

We're talking about those small blocks of text in highly trafficked areas of your site, including CTA buttons, instructional copy and messages of reassurance. They tell users what to do (“Write your full name here”), alleviate concerns ("Don’t worry, we’ll only use your email address once”), and move them deeper into your site (“Learn more”).

Get these right, and your chances of converting can increase tenfold. 

On the 25 May 2018, the General Data Protection Regulation (GDPR) replaces the existing Data Protection Act (DPA). New regulations under the GDPR are intended to strengthen and unify data protection while protecting individuals residing in the EU. The GDPR expects companies to understand the risks they create when handling and using data while building a culture of privacy.

The good news is, if you’re already following principles stated within the DPA, transition should be easy.