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Content is the most important tool in helping to achieve marketing goals. When developing a website or improving the current site, it is essential to have a strong content strategy in place.
To help you plan a strong website content strategy we’ve outlined some key steps below.
Understand your goals and what you would like to achieve before you begin content planning. Know your aim for developing a content marketing plan and the reason you want to produce content. Populate and summarise your business goals in brief for a visitor to understand and to keep them aligned.
To develop a successful plan, you need to clearly define and find out your target audience. It is common for a business to have more than one type of customer, and therefore your content strategy should cater to more than one type of reader and think about what’s most important to them since that is who your content is truly for.
The product or service that your business offers is generally focused on solving a problem you know your customer has. Therefore the content should highlight those problems and use the information to educate and coach the audience through this problem as they begin to identify and address it.
Your website should clearly answer why and how of your firm, explaining how your services and process provide value to your clients. Your value proposition should address these things, and it should be unique from other firms in the industry so that you can differentiate yourself from your competitors.
Knowing the format of your content needs to be decided on the different channels you can publish to. It is essential for planning while the content can be shared through blogs, infographics or videos, including a website or social media channels.
Get a clear picture of what content is required before creating new content, ascertain what content you already have and what needs to be re-written. Also, analyse the content that is performing well and the one that is not performing that needs to be curated.
The main focus of the content should be quality, not quantity including high-quality images and graphics. Share interesting and relevant information that will be of value to your audiences with additional impact on search engine rankings. Your content should further lead visitors through the sales funnel.
Having a strong website content strategy is critical and will not only help people find your website, but the quality and relevance of your content will also increase traffic and generate leads for your business.