Your business’ marketing goals are achievable through great content that serves as the magnet of your website. It’s important to have a solid content strategy in place whether you are redesigning your entire website or just improving your existing site. To ultimately enhance the user experience of your website, you have to create useful and valuable content that is well organized and easily found.

Planning, creating, executing, and keeping track of content are all part of a content strategy. This article shares some helpful tips on how to plan your content strategy.

1. Define your goals

A good content strategy starts by defining the goals you want to accomplish. Think of the values your brand stands for and tie them with your marketing objectives.

Some goals that a content strategy aims to address include:

• Building awareness of your products
• Expanding your reach
• Reaching new markets
• Growing repeat customers and driving loyalty
• Increasing sales of your e-commerce website
• Increasing bookings of your services

2. Identify and target your prospects

Companies often create website content based on what they want to say instead of what audiences want to read.

Since your website content is for your target audience, it is imperative to create content based on their needs and wants.

You can use buyer personas to understand buyer behavior better and visualize what type of consumers you intend to reach.

You can target and relevantly create content tailored to your target buyer personas’ interests, needs, and goals when you determine their key buyer personas.

3. Research your competition

By understanding your competition, you will be able to discover what content works and also find opportunities for you to do. By using tools such as SEMrush, Moz, Ahrefs, etc. to see competitor data, you could analyze their website traffic sources, organic keywords, backlinks, audience interests, and more. From the data you have, you can decide what type of content will resonate with your audience.

4. Schedule your content

When you’ve decided what type of content you need, you’ll want to plan how to organize and schedule it all, so everything gets done.

Start by choosing a persona, a company, or a customer life cycle stage for your first focus. Create a schedule after you’ve determined what kind of content you need to produce.

Your distribution calendar should include when you’ll publish, how often, and which topics you’ll cover. Consider planning out your year quarter by quarter.

5. Track and measure performance

Keep your web content strategy relevant to your audience to drive engagement and conversions on your website. You need to analyze and track all of your content’s performance and optimize accordingly.

Analyze the most shared pieces, the most viewed content, and which pages aren’t performing, as well as the length of time visitors spend on each page.

As a result, you will be able to determine what is engaging your audiences and delivering valuable content, as well as what needs to be improved. Defining a process of new content creation for your website will ensure its freshness and relevance.

6. Post the crucial content

Having a solid content strategy means you will have specific objectives and target audiences for every piece of content on your website. Various topics are researched and information is discovered through the internet.

Consider using your website to inform prospects about industry trends and questions they may have, as well as offering information about your company, process, and services for prospects further down the sales funnel.

7. Create engaging web copy

Ensure that you provide your audience with a copy that informs, explains, and guides them. If you are writing copy for search engine optimization, 300+ words is a good rule of thumb. When it comes to copy length, it depends on the purpose of your page and your message.

However, you should not be concerned with quantity but with quality. Provide your audiences with useful, interesting information.

In addition to statistics, research, and quotes, choosing images and graphics of the highest quality to enhance your copy is important.

Wrap up

Nowadays, quality content plays a critical role in search engine ranking and being found by prospective customers in the digital world.

You should create content that will not only drive traffic to your site but also enable visitors to stay and navigate further through it and eventually convert according to the goals you set.

If you follow these steps, it will help increase your ranking in organic search, increase traffic to your website, and generate leads for your business.

This is a guest post by Anne Suaverdez, content manager at Wresonate Media

Published: 2021-09-29 00:13:50