Blog, microsites, and landing pages
Meeting the different needs and interests of customers and applicants along the customer journey is the goal of an optimal user experience. However, this also means looking at a topic from different angles and with different focuses, especially with a view to search engine optimization. Blog posts, microsites, and landing pages are ideally suited to this.
BLOG, MICROSITES, UND LANDINDPAGES.
The power of differentiation.
Attention is a scarce resource, especially when it comes to quick searches on the web. In content marketing and when designing a digital brand and company presence, our goal as a B2B digital agency is therefore not only to reach users, but also to appeal to them emotionally. This is where blog posts, microsites, and landing pages come into play.
Blog posts, microsites, and landing pages offer the flexibility and targeted focus to appeal to customers and job candidates more emotionally than a classic corporate B2B website. They make it possible to respond to the search behavior and needs of the target audience, optimize the user experience, and create a positive brand experience. Used skillfully, they capture the hearts and minds of customers, strengthening the brand experience in the process.
Microsites and landing pages. Customized experiences for special needs.
Microsites and landing pages are special topic pages that are designed either as one-pagers or with subpages. These can be special pages for the digital presentation of products and services. They can be pages to create brand experiences or focus on specific topics. Or they can be websites for selected countries or sites that support trade fairs and events. Such microsites and landing pages can run alongside a campaign or be designed as a permanent website. Linking to the company’s corporate website is important.
Sometimes, however, microsites and landing pages simply have the purpose of satisfying special information needs through optimized content. The magic term here is search engine marketing. Microsites and landing pages are often the first point of contact with a campaign or an offer. Optimization for relevant keywords ensures that users find exactly what they are looking for.
Microsites and landing pages are geared towards clear calls to action. They are designed to lead customers and job candidates to a specific action, be it filling out a form, downloading a file, or registering for an event.
Corporate blogs and online magazines. Content-rich journeys through your field of expertise.
Storytelling. Providing insights. Sharing knowledge. Exchanging opinions and experiences. Blogs, whether general or on specific topics and services, are the ideal way to get in touch with customers. Blogs can be used to cover specific topics in various formats. The blog is freer and more diverse than the corporate website with its more general presentation. Tonality and wording depend on the basic blog content, but allow a more personal voice to be used. Blogs offer the freedom to tell stories, explain complex topics, and engage in a dialog with readers. This creates a stronger connection.
Blog posts are treasure troves of valuable information that can be perfectly tailored to users’ search behavior. They offer the opportunity to use targeted keywords without compromising readability. This improves the chances of being ranked highly in search engines.
The combination of moving images, animation, and sound in online magazines is another way of presenting the B2B brand in an interactive and varied way. Browse, read on, and be inspired. Good online magazines are brand experience in its purest form. Additional interactions are created by your presenting your own content and an option for readers to rate, share, and recommend. Ideally, this becomes referral advertising or word-of-mouth advertising. It is hardly possible to build more trust.
From our point of view as a digital agency, blog posts and online magazines are an opportunity to present the expertise and values of a B2B brand in the best possible way. Those who regularly deliver high-quality and relevant content strengthen trust in their brand and build a positive brand image.
Whether microsites, landing pages, corporate blogs, themed blogs or online magazines: The digital corporate design must also be used and interpreted in a way appropriate to the media. Depending on the focus, the corporate design can be factual, technical, and reduced or draw on the full range of emotions.
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