It’s no secret that creating quality web content is the secret to running a good website. If you’re looking at your analytics or web numbers and wondering why people are not spending much time on your site or indeed are taking one look at your home page and running – then you have a problem. Putting a website content strategy in place is probably a good start.It should include all online mediums and attracts your customers at different stages in the buying process.
There’s a few things you need to think of when you’re coming up with your web content strategy. Some you’ll know already but we’re hoping you’ll pick up a few tips off us too.
Questions that need an answer
- What platforms are you using? Make a list of all your digital platforms and form the foundations for your content strategy. These include website, blog, social media and perhaps other blogs that you contribute to.
- Who are you writing for? Think long and hard about this. Every target audience has very different needs and requirements. You may even have two different target audiences for your products or service. Consider building a buyer persona profile for each one.
- What will you write about? I know this is the first question you might have but you should have no trouble answering it. From detailed posts on your products and services to your comments on industry developments to handy ‘how to’ tips, you’ll never run out of stuff to write about.
- What questions do customers ask? Knowing your customers is crucial in any business. Do you get asked the same questions about your products all the time? If the answer is a resounding ‘yes’, you can use your digital platforms to give answers and connect with your customers seamlessly online.
- How often will you contribute to each medium? Do you favour one medium over the other or should you spread yourself evenly? You answer this by referring back to your customers. Whatever platform they prefer to use, should be the focus for you too.
- Who will contribute? Can you delegate some of this to others in the business? You can’t be everywhere – delegate the task out to a clued-in colleague.
- Who will have editorial rights? Ensure that whoever writes the copy assigns the editorial rights over to you.
- What can you plan in advance? It’s all about planning and some aspects of content must be planned. Blogs are an ideal example and can be stocked up well in advance as long they are not topical/ ‘of the moment’.
- Do you need professional help from a copywriter? If time or passion for writing is a problem – the answer must be yes! True, they won’t know your business like you do but a good copywriter gets to know his customer and their audience in no time at all. Some know how to charge, most are reasonable – maybe it’s time to make some enquiries. Ask us for a few names…
These are the basics of getting your content strategy in line. Time to pull them together and make them work for you.