Content is the magnet for your website and is arguably the most important tool in achieving your company’s marketing goals. Whether you are looking to completely redesign your site or simply improve your current site, it is imperative to have a solid content strategy.
Your content strategy will guide your plans for what, where, and when to create content. Content is the reason people visit your site and any redesign should be content-driven. Even solid content gets old over time, so if you haven’t touched content on your website in a while, it probably needs to be updated. We’ve outlined a few key steps to developing a robust, customer-centric strategy for your website content.
1. Define your unique value proposition
Your website should answer the questions of why and how your firm operates, explaining how your services and processes benefit your customers. Your value proposition should address these issues and it should be different from other firms in the industry so you can differentiate yourself from your competitors. Use this as the basis for the content you create for your website. Your unique value proposition should be visible on your website and woven into your content. Making sure your content is targeted and relevant to the people you want to reach is critical to your website’s success.
2. Conduct an audit of the website content.
What content needs to be rewritten? What content elements work well and might not require as much work? Document all the content you currently have, and then determine what can be left, what needs to be updated, and what needs to be removed. This will give you a clear idea of how much new content you need to create and where to start.
3. Choose each of your characters.
When creating website content, companies often think about what they want to say, rather than what their audience wants to read. It is very important to create content for your website with your different audiences in mind and think about what is most important to them, since that is what your content is for. Buyer characters help you visually visualize the people you are trying to connect with and better understand buying behavior. By identifying your key buyers, you can create personalized content that matches their interests, needs and goals. Your content is designed to answer their questions, educate them on industry topics, and address their pain points. Remember that you have more than one audience and your website must have content that serves each of them. In addition to potential customers, you must create website content that targets customers, potential employees, business partners, media, and more.
4. Match the content to the customer lifecycle.
Your content should also guide visitors and potential customers through the sales funnel. Your website should have a variety of content that raises different issues or concerns depending on where the prospect is on the customer journey, from awareness to purchase and protection. For example, a blog is a great tool for raising awareness, training, and answering general questions about your service or industry. But for a potential client evaluating your hiring firm, a case study or testimonial is more appropriate to showcase the successful work you’ve done for your clients.
5. Include main content
With a solid strategy in place, every content on your website will have a specific purpose and target audience. People use the Internet to do research and find information on a variety of topics. Be sure to use your website content as an opportunity to educate potential customers about trends and common questions in the industry, as well as those further down the funnel, your company, processes and services. Another example of an audience is job seekers looking for companies they would like to work for. For them, the “Career” section dedicated to the culture of your company is relevant. Here are some of the required materials to include on your website: