Developing A Content Strategy

Welcome to part two of our series on improving your website. A properly constructed website can take your business to the next level and improve your online presence. The key is getting the website design right. This week we take a look at the content on your site.

If you have ever listened to a podcast or read an article on creating an online presence, you will probably hear the phrase “content is king”. This week we will breakdown how to develop a content strategy

Developing A Content Strategy

Too many times when we audit a site the first thing that we notice is there was no content strategy developed. The website, as a result, has glaring problems that need to be fixed. There are literally hours upon hours of courses and material to read on content strategy so we are just going to scratch the surface, but these basics should give you a strong foundation to build upon:

Figure out your target audience

You have to know who your audience is and then determine what type of content will be valuable to them. You can write some of the best content in the world but if your readers are not interested in the subject matter, it won’t make an impact.

Decide what channels you are going to be promoting your content to and cater to those channels.

Is this piece going to be promoted via Facebook or Forums? Social Media content needs to be colorful with lots of engaging pictures while forums and educational channels will require a table of content and lots of sources cited.

Plan out your content types.

There are two major content types when writing for websites: informative content and sales copy. You will need both on your website and determining which type of content is best for each article is very important. Most of your informative articles will feed into your sales pages.

Schedule, Schedule, Schedule.

Most everything you read says a minimum of 2 months should be scheduled out for content but we have found that six months of scheduling is optimal. This allows you to plan out your site structure, make sure you don’t have duplicate content, and stay focused to execute your game plan.

Once you have a content strategy, it is time to post your content to your website and format it properly.

Formatting Your Content

Formatting your content properly helps with user readability, as well as ranking for Google. Properly formatted content tells Google’s search bots what the article is about and what you think the article should be ranking for. So how do you format content?

First, you need to use H1 and H2 headers on all of your content. Headers tell Google what your main topics are. Be sure in the headers to include keywords you are looking to rank for because Google weights your headers as more important content.

Second, you need to keep our paragraphs short and simple. Google has indicated that shorter paragraphs improve the readability for users and helps with rankings. Try and keep your paragraphs to 3-4 sentences only.

Lastly use pictures, bullet points, and quotes to break up your paragraphs so that you don’t have what is considered a wall of text. A wall of text on a website is text that goes on for a long period of time. Tables, pictures, bullet points, quotes, and other element boxes will help break up the monotony of long-winded text.

If you want a complete audit or in-depth content schedule for your business click our contact button here! While this was a short and brief, breakup of content it is important to implement these basic content strategies to improve your website for your customers. To learn more or have a more in-depth strategy based around the content schedule a free consultation with us today!