Before you begin adding content to your site, you need to create a complete onsite content strategy. This will govern what content you create, how often you create it, and many other aspects of your content marketing plan. Here are some suggestions to help you begin the development of a winning content strategy that will assist you in meeting your business goals.
Know Your Audience
First, you must learn about your targeted audience and consumers. This step is essential because you not only need to know what kind of information they are looking for but in what format they prefer it. So, before you begin creating any content, you need to know what to create.
Your content will most likely take different forms. For instance, a blog might be appropriate for your audience. You may need to create product or service descriptions to help potential customers know exactly what you are selling. You will have to decide if you just need a few sentences for your products or services or if you plan to dedicate a single page to each one.
Articles are another popular source of content for many websites. They often provide in-depth information about the products or services or about other relevant topics. For others, videos will be the content of choice.
Related Resources from B2C
» Free Webcast: Know Your Story, Understand Your Customer
Provide Content with Value
Whatever kind of content you choose to put on your website, you need to ensure that it has value for your customers. Does it answer questions or provide additional information? You may include content that provides more details about the products or services that your business offers. Other content may be geared more towards helping the customer even if it doesn’t directly promote your business.
Don’t be afraid to experiment; try multiple types of content to see which are most popular or lead to the most conversions. However, content marketing is not an overnight success. It takes time to see results, so be patient with your content strategy to know what works and what doesn’t.
Know How Often to Create Content
Part of developing an online content strategy is to know how often to add new content. For many websites, this will be weekly or even daily. However, you don’t want to add new content just for the sake of adding it. There should be a purpose behind your timeline.
You may even want to consider when you will upload new content onto your site. Do more of your customers do their research during work hours or will they be searching for your products in the evenings at home or on weekends? While this may not matter in many instances, if you have your content tied to an RSS feed or shared via social media networks, you want it to be promoted at a time when more of your targeted audience will be looking for the information.
When you are developing a strategy for your content, you must know who you are targeting and what they will be interested in for your content to be effective.