To a create content strategy for your website, you need to understand your business first. You need to discover your competitive advantage and then make your website speak on behalf of your brand identity. Read if you would like to learn more!
In 2021, 82% of business owners reported actively using content marketing strategy. So, how can your website stand out from the rest?
A website’s content plan includes publishing lots of blogs, articles, guides, and videos online. Nowadays the market is saturated so it can be difficult to get people to see your content. According to WordPress, bloggers create 77 million new posts every month.
So, how can your business outshine and stand out apart from the crowd? All it takes is reliable, consistent, creative, and robust content creation.
Content for promotion is not a new discipline in the digital space. However, content strategy is a relatively new niche approach. It shares common ground with interface design, user experience (UX), web development, SEO, public relations, content marketing, and even traditional offline marketing.
This article highlights some of the major concepts of content strategy for the web, shares some practical guidelines that anyone can use in the digital space, and highlights how website content fits in with its neighbouring disciplines.
We will explain some steps to create your content strategy and some methodologies you should consider before embarking on your own process.
All findings mentioned here were inspired by industry experts who found a way to implement their website strategy for their business and then reap the rewards.
Below are the top things you need to know when establishing a website content strategy, so you can meet your ultimate goal. You goals may include fulfilling users’ expectations and meeting business objectives.
Let’s get started by identifying what a website content strategy actually is.
What is a Website Content Strategy?
A website content strategy is a detailed plan to use your website’s content to achieve your business goals. It provides the direction for what, why, where, and when the content on your site will be delivered.
Your website content should align with your overall marketing strategy and business goals. In addition, it should show you what kind of content you need to create and publish on your website to achieve your desired results.
Additionally, it should serve as a starting point for creating content, or even a foundation for your website design.
Not just that, it should form part of a broader content-creation strategy that comprises all organic advertising and paid content that your organization plans to release in the long and short term.
Creating useful content is one of the main reasons why users may trust your brand and visit your website before embarking on a professional relationship. In fact, many customers will check a website before considering buying a product. A good website shows transparency and builds trust so it is important to have an online presence.
So, any website design project must have a user-first approach to consider what content will be created to attract the target audience.
There are many types of the website content you can create, from blog posts, articles, videos and webinars to product descriptions and FAQs. Your content will determine the mix of these different types of media that you need to create and publish on your site. Visual media works great to showcase some products, while others services may be explained better with a webinar.
However, it’s highly recommended to consider all content types in your plan while thinking about which content your target audience will prefer to consume. Using various forms of media will allow you to creatively market your product.
Over time, you will have a good idea as to what attracts your customer to the site, by observing your website analysis metrics.
Creating a comprehensive website content strategy can seem daunting, but it doesn’t have to be. Start by evaluating your current situation, setting some goals, and researching. Then, you can begin creating a plan for how to move forward.
If you are still a bit confused on what to do don’t worry, we will explain in more detail how to create your strategy from scratch.
Pro tip: You need to take risks if you want your content to stand out. Copying someone else’s content is a bad idea, you can be inspired by others but your content should highlight why your product is unique; if it is the same as competitors then consumers have no real reason to switch to your product.
Step-by-Step Guide: Things to Consider When Creating a Website Content Strategy
Well, how do you get started, and what does this strategy look like? What should be included?
These insider steps will help your brand gather the right information you need to develop an effective website strategy template.
- Start With a Clear Purpose
Without having a clear picture of what you’re willing to achieve, your website will flop. And when we’re referring to purpose, we’re really talking about user intent.
Your website’s target should be to help users gain value; it should be clear enough for your visitors to take the call to action that you have left for them. So, make sure you understand their needs and what they are trying to find when they search for a topic and find your page.
We need to offer them the best possible advice as an expert.
That’s why creating various product personas and an ideal customer profile is essential. You need to make a persona that reflects your consumer type.
Allowing users to guide your decision-making process is the core of your website’s success. It lets you develop and optimize your content based on your customers’ perspectives.
Additionally, each web page should be designed for an individual purpose. So, it is useful to stop and ask yourself WHY? — Why is the user visiting this particular page? Why do they come to your website instead of your competitors?
You must reflect user intent in your design, page layout, calls to action, and content.
- Dropbox is one of the best examples of a user-intent-built website. It helps you clearly understand what the website is about and quickly take action to use their product or service or search elsewhere. That’s how to create a website strategy that attracts qualified leads.
- Slack is another excellent example of a purpose-focused website. It makes it clear for all visitors to know what their product offers and how it works for you to work more efficiently.
Pro tip: Get rid of anything against your company’s values, beliefs and purpose. Remove anything your customers don’t like or that doesn’t contribute to solving the specific challenges you’ve picked.
- Define Your Goal
A web content strategy should have a clear goal, much like a purpose, but with one statement to understand what you wish to accomplish. That will allow you to create specific metrics for success.
For example, you can always think of Ahrefs template when defining your goal:
If you are willing to increase brand awareness, use your website to connect with your audience. In this case, your metrics can be traffic, referral traffic, social media shares, bounce rate, time spent, conversation rate, and email subscribers.
Let’s extract another example— suppose you want to build consideration around your brand. Your goal at the start of this process would be to gain return visitors, sales leads, and additional subscriber info.
Then, after putting your plan into action and working on your goal, you can measure your success by observing the number of leads, open rates, time on site, click-through rate, the total number of visitors each month, and so.
- Understand Your Market Position
Far too often, most businesses make this mistake— they build their web content strategy misaligned or disconnected from their broader marketing goals or strategic objectives.
That is particularly common (or even more challenging) in larger organizations where it can be impossible to get clear direction from stakeholders.
Senior employees must give some direction to the marketing team to be able to approach content plans for their web content marketing effectively.
Thus, having a clear idea of your business priorities means that the website formula and business goals based on your market position will be in alignment.
Pro tip: When creating a website content strategy, you need to talk to the best customers you enjoy working with the most. Explore the ones who bring the highest profits or regularly buy your product/visit your site.
- Hire a Professional Team
Your website can be a super-powerful tool for spreading brand awareness and customer loyalty, increasing conversions, and keeping your audience satisfied.
It will help you give your audience a user-friendly experience.
However, more than content is needed to bring a digital project to life. Content should work closely with its peer disciplines. Those should come up during the first stage of building your digital identity.
That said, teamwork is essential when setting your content strategy.
The peer disciplines that should crucially be included and consulted during the website content strategy phase are:
- Information Architecture
- User experience
- Search Engines Optimization
- Business stakeholders
- Public relations
And yes, you need a whole team to work on these simultaneously. But, this can be difficult.
To address this problem, you need a whole team to work together to build your digital project. You can assemble a design team to work with your strategy group to lay the foundation of your digital approach, including content strategy.
Once that’s defined, you can broaden your focus and bring specialities from various disciplines.
Or, you can hire a digital marketing agency with local experience in your market, such as Profiletree and let them work on the whole project, communicate closely with you and align your core business concepts with an exciting website content strategy.
Whether you’re a large or small business, it’s essential to have a holistic view of your content creation approach and how to implement your website content strategy.
Bottom line: Brilliant content strategy requires team effort working in all peer disciplines.
- Define Your Value Proposition
Again, you need to identify all problems you seek to solve and how you will provide real value to them.
Moreover, your unique value proposition should be obvious to users as soon as they enter your homepage. They need to understand what you do, how it’s helpful for them, and what they should do next.
Pro tip: Make a list and carefully add everything that goes against your position or the status quo that you’ve identified before. Make another list of things that are working right now. In this step, you will add anything that helps reach your target market faster, easier and simpler.
- Create SEO Content
The goal of producing SEO content is to get higher ranks on Google. That means you should target specific topics and keywords that your potential customers are looking for.
There are many tools to find keywords with search traffic, high volume potential, and low competition. Here is the quickest way:
- Go to the preferred tool (you can find free tools, but investing in something like Semrush, Moz, or Ahrefs is a better option.)
- Enter a few general keywords related to your niche or website (for example, if you have an ice cream store and want to promote your website, you write keywords like best ice cream, ice cream flavoured, best ice cream stores, etc.)
- Then, go to the results.
- You can filter for keywords to explore the most suitable options.
- Now, you will want to thoroughly examine the report to find keywords or phrases that your potential customers are searching for.
Of course, tools can vary with the features, steps, and insights you can get, but all tools have something similar when generating your traffic report.
Some notes when using keyword tools:
- Traffic volume is the estimated organic search traffic per month to the top-ranking page for specific keywords.
- You can use the same tools to create a competitive analysis and explore the top-searched company within your industry.
- Some pages tend to rank for multiple keywords and not just one.
- When creating your SEO content, focus on one keyword and add some alternatives.
- Some tools like Ahrefs will give you an estimated traffic potential which is a more reliable source than an estimated search volume.
- If your competitor is getting much search traffic and it’s not from very specific branded keywords, consider targeting those keywords too. It’s a good chance to rank.
- Words like ‘business’ will be very difficult to rank for. Instead use more specific keywords, such as ‘marketing business in (your location)’. This works great as people in your location are more likely to see the post on their search engine.
Pro tip: if you don’t know the perfect keyword tool for your objectives, our team can help you with all of your SEO needs and training!
How Can Profiletree Help You?
The saying “content is king” rings true. A well-planned, structured, and executed content strategy rarely fails to deliver ROI if you can do it consistently.
Creating remarkable and enhancing website content is no small feat. However, it takes time, thought and planning.
Indeed, building excellent website content can take time and effort to know where to start. At the same time, website reviews are a significant part of your success. Therefore, you need to be enlightened about how your potential customers see your technological assets.
But the investment and time spent crafting your website content strategy and getting a clear plan right are essential. It’s the key to being successful in crowded and competitive markets.
We have an in-house team of experts and a robust system and platform to streamline your content strategy for web or social media campaigns.
We offer additional tools to help you start building your team confidently and effectively, like content experimentation, in-depth analytics, and personalization.
- Suppose you already have a website and need support reviewing it or help to develop a content strategy from scratch. In that case, our website experts would love to help you and support you in improving your content performance.
- Developing your website content strategy can be difficult and costly. We will help you use the right tools to make it easier for you— tools that provide you with consumer behaviour insights across channel marketing data to build a relevant content marketing strategy.
- Together, we will help you to produce the content that your customers are already searching for. Sometimes the most difficult thing to accomplish is to get your content to reach customers and that is where we can help.
- We will help you to develop an action-originated, data-driven website content strategy to understand better what content to create and what keywords to include.
- We will help you capitalise on your uniqueness, find out what content is already available, and then create a list of all the things you need to cover.
- Our team will help you design your website with a list of relevant, trendy characteristics in mind to see your business flourish and offer your users an experience they are satisfied with.
Why not get started now and create content that ranks! We’d love to hear from you 😉