Create An Effective Content Strategy For Your Website
One of the first steps to start your online marketing campaign is to create an effective content strategy for your website.
Nowadays, even if you have a strong online presence, you still need to communicate well through your website to keep clients interested.
So how do you do that?
To Create An Effective Content Strategy For Your Website, you first need to understand your clients, and deliver a content that speaks to them.
In this article, we are discussing the step by step process on how to:
– Create An Effective Content Strategy For Your Website;
– How and why do you need to Create An Effective Content Strategy For Your Website
– Cover the process from planning, going through project management and plan execution.
Note: The Continuation of this article will be posted soon as “how to Create An Effective Content Strategy For Your Website Part 2”
How and why do You need to Create An Effective Content Strategy For Your Website?
Are you asking yourself how to create an effective content strategy for your website? To do that, you must deliver a message that:
– Shows who you are and what you do
– Speaks to clients as if they were talking to humans
– Evoke emotion
– Educate, inform and add value to their lives
– Show that you understand their pain and their needs
– Mix information about your product / services and content that will help them somehow
To Create an effective content strategy for your website, you should not focus (only) on your products and services, but first, focus on how to serve your audience.
If you want to create an effective content strategy for your website, you need to plan your content based on strategic research, where you understand the key subjects your clients need to know.
You will be pushed to structure a project, that’s based on your business goals, user experience, audience research and how to serve your community.
It helps you select what message matters the most and cut the edge between web traffic and sales.
This also helps you guide your audience with the actions they should take once they arrive on your site.
Create An Effective Content Strategy For Your Website – Step By Step Part 1 The Planning
1. Audience Research And User Experience (UX) Analysis
The user experience analysis and audience research will help you predict the behaviour of your audience, once they visit your website.
What are their most urgent needs ? What should they see first? The answer is normally the main message of your business.
What do you do, who you are, and how you will serve them.
This is important so you can help your audience have the first good impressions, because your website is simple to understand and easy to navigate.
Here are some key utilities of the audience research and user experience (UX) analysis
1. Help your audience understand what the website wants them to do next
2. Show the audience your business know them from a deep level
3. Create websites that are easy to understand and navigate
4. Help your audience trust in your business because they feel comfortable and supported
5. Create an intuitive website, easy to navigate
6. Establish a connection and a conversation with the client.
Further Reading for tips on how to do it:
2. Create An Effective Content Strategy For Your Website
Gathering Information And Establishing Goals
Before designing your website, you need to decide how each page will speak to your ideal client, how it will solve a problem, entertain, inform and educate.
To have the chance to convert visitors into clients, you must tell them what they need to do, once they arrive on your website.
That’s why each page must have its own goals and vivid calls to action.
You should think in terms of calls to action that will help you achieve a specific goal and guide your audience.
3. Create An Effective Content Strategy For Your Website
Analysing Past, Current And Future Content + SEO Considerations
If you already have a website, it is time to analyse how it has been performing.
Select which content should be kept, deleted, recreated, or added.
In this step, we can use Google analytics to discover which pages are responding well or not. After that, we start our SEO analysis.
It is time to check our user experience (UX) data plus user research ( that we already have), to find terms our audience is looking for.
Then, we must make a list of terms our audience is searching online.
It must be relevant to our audience and represent your business at the same time.
4. Create An Effective Content Strategy For Your Website
Deciding All The Pages Your Website Should Have And What Content Each Page Will Have
Now, based on our background research, is time to create a list of the content. When you get to this point, you need to have the following in mind:
1. You must to be clear about what you are offering and what your clients can expect from you
2. You need to use the languages and terms your clients are using in simple and plain language
3. You need to add emotional factors to your copy and evoke some emotion on your readers
4. you must answer principal questions they are asking during the buying decision
5. you need to offer plenty of resources to show them you are serious and dedicated business to work with
6. You must include a services page that is clear about what you do, but all the internal details they will have after contacting you.
5. Create An Effective Content Strategy For Your Website
Information Architecture, Navigation And Hierarchy
Now is time to organise the content that you just put together, in order to create a map of the website and structure the main navigation.
This is time to brainstorm how your information is going to be mapped and organized on your website and identify key points of content.
After identifying the key points of your content, and arranging it into the main navigation, you will unfold the content proccess and create a flow chart.
The flowchart And Site Map
The flowchart will contain the structure of the website. lets see the following example:
In this stage we already know the points that our website is going to have.
6. Create An Effective Content Strategy For Your Website
Defining How Content And Design Will Relate: Creating Wireframes
If you want to create an effective content strategy for your website, then you should not skip the wireframing process.
This is the bridge between the content creating plan and the structure of the website.
let me explain what does wireframe mean. You can also click here to have a look at Wikipedia definition of what is a wireframe.
After defining the key aspects of your content, you should decide how the content will be displayed on each page.
At this point you should know how many pages your website will contain and what specific content each page will have.
Then it is time to create a map that designers and copywriters will follow the process.
The wireframe is a graphic visual demonstration of how your website will look like.
It shows how the content will be displayed in different pages of your website.
Wireframes will give an idea where the content should be positioned, and how the elements of navigation will work.
Here is how a wireframe can look like:
As you can see, a wireframe serves as a skeleton, a sort of map that graphically defines the next steps which is the content strategy management, copy writing and design.
This facilitates and accelerates the entire process as we now have in hands the vision of the project as a as a whole.
After that, we are ready to proceed to part 2 of our effective content strategy! Are you ready?
Create An Effective Content Strategy For Your Website – Step By Step Part 2 – The Project Blue Print
Content Template And Managing The Content Marketing Project
Now we are approaching the end of the planning phase and entering the actual project management system.
From now on we need to think in terms of what need to be done, who will do it, and when it will be completed.
On the continuation of this article we will be discussing straight forward methods to bring your website into reality and how to implement the entire process.
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