Content is not the only king; it is your website’s magnet that helps you achieve your company’s bottom line. Whether you’re redesigning your website, or you want to improve it, having an outstanding and dependable content strategy map is essential when creating website content.
The content strategy map will serve as a guide for the what’s, where’s, and when’s of content creation. Now that Google has updated its algorithm, it is not an option to have the right content; it is a must if you want to rank on Google search engine. If your web content is stale, you will need to refresh it. Below is an outline on how to create excellent content that helps you achieve your corporate objectives.
Identify Your Unique Selling Point
Make this the baseline for the content that you intend creating for your new website. Ensure it is audience-focused, as well as relevant to the individuals you want to reach. This goes a long way to determine the success of your website. You want your unique selling point to have a prominent place throughout your content, and on your website.
Perform A Site Content Audit
Before curating content, know what content you have and find out the gaps that need to be filled with it. You need to audit to know what content requires rewriting and what content is performing. List the content you have, check which ones need to be refreshed or deleted. This gives an insight into the content you need and how to begin.
Focus on The Personas of Your Client
The objective of writing in the first place is to answer salient questions, inform and address the pain points of your audience. It is thus vital to tailor the content towards their needs and interests. Targeting their personas helps in visualizing the type of people you want to reach.
Create A Content Map to Match Client Lifecycle
Also, prospects should be led down the sales funnel via your content. Various concerns and questions of the client should be addressed by your content depending on the stage they are in the sales funnel. The sales funnel stages are awareness, to purchase, and then to advocacy. For instance, a blog is a perfect platform to create awareness and provide answers to general questions about your products, solutions, and the industry. Meanwhile, a customer assessing your company to purchase will feed on testimonials and case study.
Add Important Content
Aside from having a positive approach, the aim is to ensure that each piece of content is written purposefully and audience-focused. Do not forget that people conduct research and generate information using the internet, so it is ideal to use your website content to inform and educate your prospects about your products, solutions, process and your company objectives. Some content essentials you could include:
- Premium content (i.e., eBooks, whitepapers)
- Company blog
- Case studies and testimonials
- Service/product information
- Compelling “about” page
- Portfolio/Product Gallery
- Animated Video (i.e., company culture, client testimonials)
Curate Compelling Web Copy
Spending good time to create web copy guides, informs and educate your audience is very crucial. The length should be based on the purpose of the web page and the entire message you want to pass, nevertheless, a minimum of 500 -700 words is considered a rule of the thumb. You can add substance to your copy using statistics, quotes, and research. These have been effective ways to enhance your content. Do not forget to proofread your content thoroughly. Misspellings and punctuation errors can create a wrong impression, as well as derail a compelling web copy.
Use the Right Language
Speaking the same language with your audience is very important while writing website content. For instance, if you are selling a cybersecurity software, you will usually have clients that are beginners, as well as, those that are expert in the cybersecurity industry, but searching for a better solution to secure their endpoints. For content targeting beginners, avoid using technical jargon as they may not understand them. On the other hand, using jargon can position you as an industry expert when writing with the advanced group in mind. Know your audience and create the best content possible.
Design a Content Schedule
Having identified the type of content needed, it is highly essential to create a strategic schedule on how to accomplish the tasks. Are you focusing on a specific persona, industry, or only the awareness stage of the sales funnel? Establish the type of content to be prioritized and create a content schedule. This will include the topics to be covered, frequency of publication, as well as dates of publication. Planning could be done for each quarter of the year.
Hire the Right People
A component of your website content schedule is designing a process of having an effective writing schedule. You need to assign individual employees or hire freelance writers who will be responsible for creating content. A freelance writer. For instance, works with deadlines, and they are very dependable. Assigning, who writes also helps in achieving consistency and accountability with your publishing.
Measure your web content performance to stay relevant on the internet. Examine the piece of content being shared the most, and those not gaining much traction. This will help in providing more relevant website content.
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