Building Great Web Content Strategy For Your Business
Web content strategy is a relatively new specialty field in the digital environment, having emerged in the last several years. It overlaps with web development, user experience, interface design, SEO, content marketing, public relations, and traditional “offline” marketing.
When you say web content strategy, it refers to the strategy aimed at increasing your business’s online exposure and reputation by generating helpful content for your target audience. Initially, it may seem counterintuitive to companies accustomed to advertising, investing money on content that doesn’t directly promote a product or service.
Helpful content that answers your audience’s queries is an excellent strategy for standing out in a crowded online world where being noticed is becoming increasingly difficult to do.
You can show up in relevant search results on search engines, obtain backlinks to your website, email subscribers, and social media followers, and gain the trust of potential consumers.
Web content strategy will not spell success right away. It takes patience and perseverance. Today, someone who discovers your business via a blog post or video may not make a purchase straight away. However, the probability that they’ll choose you when they’re ready to buy is significantly higher if your content impresses them.
Web Content Strategies You Can Adopt for Your Business
Identify Your Objectives
All content marketing begins with a goal. You have the freedom to make these decisions at the beginning of the process, not after you’ve committed to other people and yourself.
The content marketing methods are easy to get caught up in, but all of your efforts will be in vain without a cohesive goal and strategy.
Knowing your end objective from the start can help you make better content marketing selections later on. Your approach resembles that of a shipbuilder. Before you start putting wood together, you need to determine where you’re going to sail it.
Even more critical than the content itself is the placement of your content. That’s why we must begin by figuring out why you’re creating the content in the first place. The content needs to be consumer-centric, aiming to add value to them. There should be an overarching objective, and every content produced should be a nudge towards achieving that goal.
The ultimate objective of content marketing is generally to get people to sign up for email lists, free trials, and products or service promotions.
Attracting new blog readers, for instance, and turning them into email subscribers should give a clear perspective to the marketing team to create connections with subscribers. Once the content team sets a higher goal, it’s much easier to calculate how many readers, listeners, viewers, or users are needed to reach your signup target based on your average conversion rates.
The traffic target helps the marketing team hold appropriate platforms to syndicate content, collaborate with key influencers, and develop a digital marketing strategy that can bring that content to as much audience as possible per campaign.
The Building Blocks of Web Content Strategy
There are five essential questions that any writer should know: who, what, why, when, where, and how.
In the eyes of conservatives, a story isn’t complete until all six questions are adequately answered—a valid point in the context of journalism, as the removal of even one of these questions will leave a void in the story.
So what, precisely, does this have to do with online content strategy?
Why —understand the business goals. What prompted you to start this project in the first place?
What — are you trying to say?
Who — Who is the target audience for this piece?
Where — In what kind of setting will the message be received and interpreted?
When — The activity’s timing affects the development and publication processes.
What — what is the structure and presentation of the information going to be?
To make sure your content strategy covers all the basics, apply the Five W’s and H checklist.
Learn More About Your Audience
After deciding why you’re generating the content, determine who will see, hear, or consume it.
Compelling content is generated using your audience’s input, not just a list of topics you want to write about. It informs and motivates your target audience.
Direct communication is the only method to encourage people to share your work and help you reach your goals. You must show empathy and give helpful material.
Understand Your Target Demographics
These are measurable qualities—men and women of all ages. For example, you may target 30-45-year-old executives or 20-something college graduates with your content marketing.
Psychographics are inexact. As well as personal interests, attitudes, beliefs, morals, and values. Our material talks to leaders who want to develop their business but can’t. Maybe they prioritize family, work, and morality.
Create Your Audience Personas
Let’s move on to audience personas, which are fictionalized depictions of your ideal consumers. These personas help you internalize who your ideal consumer is and relate to them as actual people. Make a bulleted list of each audience persona’s (demographic and psychographic) characteristics.
Next, see this individual in your mind. Find a photo of the person you’ve just described on Unsplash or Pexels. It may seem ridiculous, but it will help you cement your vision and connect with your ideal audience.
Finally, take that photo and the bulleted list and create a paragraph tale about them that conveys the surroundings and sensations that your character lives in. Name them and explain their daily routines.
How does this individual find and recognize your content?
Do they utilize Google or community sites like Quora or Reddit to get answers and ideas? Are they significant Facebook users, or do they prefer applications like Snapchat?
Maybe they prefer face-to-face meetings, industry conferences, and group discussions over internet activities.
Be Present Where Your Audience Already Exists
These are crucial early-stage questions to answer to optimize your chances of putting your content in front of your prospective audience where they already spend time. It is a key tenant of some of the greatest business books I’ve read over the years.
Also, keep in mind that you can have many audiences.
While you don’t want to target a wide range of people in the early stages of your business (readers might get confused about who your solution is for), you can generate amazing content for your audience if you know who they are.
Match Your Writing to Your Audience’s Literacy Level
Even websites designed for persons with high literacy levels struggle to accomplish the most basic activities.
Reduced literacy users were more efficient and less frustrated while using websites that demanded a low literacy level. Indeed, this is self-evident.
Users with high literacy skills, on the other hand, performed considerably better when presented with materials written at a lesser level of sophistication on the website.
Keep your writing straightforward. It will be appreciated by both your low- and high-literacy customers.
Voice and Tone Matter
Voice and tone are essential content strategy tools. The voice of a brand displays its personality. It should be constant throughout. Tone, on the other hand, may and should change to the subject.
The tone of a brand should adapt to the reader’s mood. So a funny welcome page can increase likability and loyalty. In a warning message, it might have the opposite effect. Then, create a style guide that defines your brand’s voice and tone.
Decide Which Format of Content You Want to Produce
Blog articles, videos, podcasts, and infographics all have a role in your content strategy. The fact that they convey a tale is non-negotiable.
Marketing is conveying a narrative to interested parties. And making the narrative so compelling that people want to share it.
Your content must have four qualities:
What emotion do we want to evoke?
How does your product or content change people? Does that feeling assist your brand?
How do you earn the right to alert someone when you have something new?
How can you encourage others to share?
Break Your Content Into Chunks
When putting material into a CMS, dividing big amounts of text into smaller “chunks is crucial.”
If your CMS has one huge WYSIWYG area to enter information into, splitting that text into smaller parts later will be tough.
According to Lovinger, your site developers (or whoever is in charge of putting up the CMS) should have distinct fields for the content chunks.
By segmenting your material, you may utilize it in many presentations and different ways.
Structure content in your CMS so it may be reused in multiple settings and on different devices.
Get Your Developers to Wrap Your Content in Metadata
Web developers utilize metadata to assist search engines (and other apps) in better comprehend a web page’s information.
If you post that you don’t like apples on your blog, you may use metadata to notify search engines whether you mean ‘fruit’ or ‘computer’ apples.
(Note that fruit> and computer> are not acceptable metadata formats. I merely utilized them to make a point.)
So Google (or any other program that can read metadata) may recognize “Ice Age 2” as a movie (not the actual second ice age).
If someone searches for “Ice Age 2” on a search engine, the results may include more information about the film (e.g., the movie poster, trailer, reviews, cast, etc.).
They’ve been doing it for a while, and we can expect them to expand it into other areas of life and for more search keywords.
Bruce Lawson is an advocate for metadata adoption and web standards at Opera Software. Even though there are several metadata standards, he prefers microdata since it is supported by all major search engines (Google, Yahoo!, Bing, and Yandex).
So why should online content strategists care about metadata when it seems like a developer’s dream?
Your content’s metadata can make it stand out in the SERPs.
When used in unexpected ways, metadata may enrich your material (e.g. TripAdvisor reviews that appear on other websites).
Metadata may enrich your material when viewed on many devices (e.g. mobile, tablet, TV, etc.).
Get your developers to add metadata to your content for better search results and a richer browsing experience.
Get Your Developers to Embrace Web and HTML5 Standards
To construct a website, developers can and should follow a set of web standards. The standards were created by a committee that included all major browser makers and search engines.
To explain web standards to non-developers, consider newspapers: the front page is usually designated for breaking news, while the rear page is generally reserved for sports news.
No law or authority mandates this. Instead, it is a standard practice among newspaper publishers and readers alike.
The primary reasons for having your developers design websites utilizing web standards are:
Across all browsers (old and new, desktop and mobile)
Search engines may fully crawl and index it (resulting in better rankings)
Can benefit from new HTLM5 features being added to the world’s most complete web standardHTML5 is effectively a superset of web standards.
It incorporates many new features like <video>, <audio> and <canvas> elements, as well as the integration of scalable vector graphics (SVG) content (images that can scale beautifully no matter what the browsing device’s screen size is).
There are hundreds of HTML5 improvements that will improve users’ experiences in the following years.
Web standards and HTML5 are critical for improved search engine visibility, a consistent message across all browsers, and a richer user experience.
Build Platforms That Allow Users to Tell Their Stories
The awareness that the content you generate is not the most essential information on your website is maybe the most crucial (and humbling) component of any content strategy.
The most popular websites now survive only due to their read/write nature. Websites such as Facebook, Twitter, Google, and YouTube allow users to upload their content and see and interact with the content of other users.
Every day, blogging and CMS systems enable millions of users to produce and distribute content with relative ease.
We must embrace the read/write approach to have a genuinely relevant content strategy. At the very least, we must participate on powerful platforms and begin developing our platforms where our viewers may produce, publish, connect with, and share their content.
The stories of our users are more significant than our own. We must provide platforms that enable our users to tell their tales.
The more nuanced aspects of a web content strategy must be addressed to accomplish your final goals.
Keep your wording clear and concise, and you’ll find that consumers and search engines will like it. If you structure your content appropriately and surround it with metadata, you will pave the path for a more rich user experience. Find a method for your consumers to contribute their experiences with you, and you’ve effectively strengthened a solid basis for your online content strategy.
Web content strategy is time-consuming and generally involves a variety of platforms. A content strategy is essential for ensuring that hard effort pays off. And it is how you guarantee that the work you perform across several channels complements one another.
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