Does Your Green Business Have a Solid Web Content Strategy?


Every day it seems there’s a new way to market your green business online – blogs, online articles, press releases, Twitter, affiliate marketing, newsletters, forums, and so on. And while all of these venues can be useful for marketing your business, volume doesn’t always garner you the results you strive for. Developing a content strategy that guides every aspect of your Internet marketing efforts will help to focus your work and get you better results – and save you time! If you’re looking for some green content strategy, look no further…

Develop your message

Before you can get started, your green business needs to have a well-defined message that guides your web content marketing strategy. If you haven’t yet developed a green mission statement, then that may be a good place to begin, but here are a few of the questions you should be asking yourself:

  • How will my product/service bring pleasure or joy to my clients?
  • What problem am I trying to solve for my customers?
  • Who am I trying to help?

With your focused message at the ready, you can move on to work on developing your content strategy further.

Keep it fresh

The number one rule of online marketing – whether you’re in green business or not – is to keep your content fresh and new. That means adding new content to your blog on a daily or weekly basis, making regular Twitter tweets, sending out timely press releases for product development or promotions, and so on. Pinging your readers with brand new content frequently will signal that your green business is alive and kicking and making a difference for the planet!

Stay focused

There’s a reason you started your green business – stay focused on that and don’t stray too far out of the lines. Watering down your message with side issues can confuse your customers and dilute brand loyalty. But an on-target message that is aimed at your unique audience and timely in its delivery will be much more useful to your customers. Don’t get distracted by off-target issues. Instead, maintain a narrow focus on your goals and develop content around that focus.

Be interesting

A green business blog without something unique and interesting to offer is boring, flat, and uninspiring. But if you want your readers and customers to keep coming back for more, you need to create interesting, worthwhile content that will engage and excite. Whether you’re working on a new blog post, writing a feature article, or advertising a new promotion, your content strategy should aim to be valuable:

  • Does it help your client live a greener, simpler life?
  • Are you offering a way for people to think differently about the environment?
  • Can you entertain your clients to ease their green burden?
  • Have you found a new way to present an environmental issue that will compel your audience to action?
  • Will your new product fix a perplexing environmental problem?

By providing value through your green marketing strategies, you’ll create longer-term relationships with your customers rather than just simply making a green sale. Use this focused content strategy approach and you’ll save time, reduce your Internet marketing burden, and gain new and engaged clients consistently.

Image Via Flickr – davitydave

This post was written by:

Maryruth Belsey Priebe

Maryruth has been seeking the keys to environmental justice - both at home and at work - for over a decade. Growing up adjacent to wild spaces, Maryruth developed a healthy respect (and whimsical appreciation) for things non-human, but her practical mind constantly draws her down to earth to ponder tangible solutions to complex eco-problems.

With interests that range from green living to green business, sustainable building designs to organic gardening practices, ecosystem restoration to environmental health, Maryruth has been exploring and writing about earth-matters for most of her life. Of special interest is the subject of ecopsychology and the role the natural world plays in the long-term health and well-being of humanity. You can learn more about Maryruth's work at www.JadeCreative.ca.


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