How to Take the Headache Out of Creating Website Content
February 14, 2018
February 14, 2018
Content fuels your organization’s digital presence. From videos on YouTube to posts on LinkedIn, every company needs content to remain relevant, engage users, generate leads, and build brand loyalty. Website content plays a key role in achieving these goals.
To develop a successful website content strategy, you have to first understand what this entails. Good website content is:
- And most importantly, actionable.
Keep these attributes in mind as you create content for your website. Incorporating these qualities into your site content allows you to catch the attention of your audience while moving interested individuals through the marketing funnel.
Begin With a Unique Value Proposition
A statement that describes the benefit of a product/service (value), how an organization meets customer’s needs (proposition), and what differentiates a business from its competitors (unique) is your unique value proposition (UVP). It is not a motto or mission. Instead, think of your UVP as the messaging infrastructure of your website content.
To draft a simple, relevant, unique, and compelling UVP, use these best practices:
- Keep it short and sweet.
- Use customer-centric language.
- Use active voice.
- Be specific and direct.
Define Your Target Audience
A common misconception amongst businesses is that everyone is their target audience. This is a detrimental mistake that makes it more challenging to draft compelling, attention-grabbing, and actionable website content. To understand your target audience so you can deliver the website content they crave, you have to define these individuals.
The questions to ask to define your target audience include:
- Who is the audience that would be most attracted to your unique value proposition? Who are they? What are their needs? What other commonalities do these individuals share?
- If you have multiple audiences, what do they have in common? How are they different?
- Who are your current customers?
- Who is your competition? Who are your competitor’s customers?
Develop Ideal Buyer Personas
Once you’ve established an understanding of your target audience, use the information you gathered to create ideal buyer personas. Based on real data, ideal buyer personas are detailed descriptions of your target customer. This allows you to internalize your ideal clients and relate to them as real people. The data required to make thorough ideal buyer personas are:
- Pain points,
- Buying habits, and
- Psychographic traits.
11 Steps to Developing Your Website Content
While it might seem like a good idea, you do not create website content by simply sitting down with your computer and typing words into a new document. Rather, following a methodical process maximizes your efforts, so you efficiently spend your time and resources developing outstanding website content.
- Create the Sitemap: This step outlines what pages your site currently has along with any glaring gaps that need to be filled with new pages and content.
- Perform a Content Audit: Dive deep into the content that already exists for your organization. Some of it can be edited and repurposed as website content. This also helps ensure you aren’t duplicating efforts.
- Make a Page List: This list should include every page (existing or soon-to-be) that requires content. Each page should serve a specific purpose with a clear call-to-action that delivers the content any site visitor would expect to find.
- Organize the Content: Group pages into logical sections of categories and subcategories. A section should include no more than seven main pages and a maximum of five subpages. Organize these pages into the order of importance.
- Draft Outlines for Each Page: Before putting together actual sentences, draft overviews of the content for each page. Start with these easy pages, such as the About Us one, and work your way up from there. This makes it easier to gather the information and data you need to write your website content.
- Write Compelling Content: This is the step where you sit down with your computer and write copy in a document. Use headers. Make statements bite-sized and easy-to-digest. Employ action-oriented language to engage readers.
- Boost Content Searchability: Conduct SEO keyword research and edit your content to include the highest-ranking words and phrases.
- Edit: With a fine-toothed comb, edit your content closely. Every word must serve a purpose so make sure every statement packs a punch.
- Test: Discover what website content does and does not work with testing. Whether you work with a professional testing company like UsabilityHub or ask for feedback from your peers, friends, and family, testing shows where you need to improve your content to better achieve your goals.
- Track and Measure: Once the new content is live on your website, examine the data generated by Google Analytics to determine where your efforts have and have not succeeded. Content is easily adjusted so take the time to look at these numbers and tweak as necessary.
- Plan for Future Content: A website should constantly evolve. A content calendar allows you to plan so you can create website content as needed rather than in one giant overhaul.
A content marketing strategy will not succeed without terrific website content. Yes, you can use another process to draft your website content, but the one outlined here gets real results. The experts at Focused Content Marketing understand the website content creation process better than anyone. Speak with them about implementing this strategy for your organization.