Everything pertaining to your business should be done in a strategic manner, from the employee training process to social media management. One area that requires thorough strategizing is your website content.
A website content strategy refers to the what, when and how of your content creation. While all content can provide your brand with a benefit in some way, the right website content strategy can help you reach the right people and move your bottom line.
In this blog post, we’ll explore what’s involved in a website content strategy and why it matters for your business. We’ll also discuss how you can create a content strategy for a website.
The basics of website content strategy
A website content strategy refers to the creation, posting and management of content on your company’s website.
While creating and posting content may seem like a straightforward process, a proper website content strategy helps to maximize the content marketing metrics that contribute to your business’s growth, such as lead generation and conversion rates. Content marketing plays a critical role in search engine optimization (SEO). In other words, having the right content strategy for your website can boost your visibility and traffic on relevant search engine result pages.
A website content strategy involves:
- Pinpointing the right demographic
- Determining the right forms of content
- Incorporating SEO factors into the content (meta tags, internal links, etc.)
- Creating a promotional process for the content, such as sharing it on social media
- Tracking content performance metrics
- Updating underperforming content for optimization
- Planning a consistent posting schedule
Why you shouldn’t underestimate the importance of a website content strategy
The goal of content marketing is to showcase your value to a current or potential customer by discussing an issue or topic related to your products or services. This can be done with anything from blog posts and newsletters to social media and emails. When content marketing for your website doesn’t follow a strategy, it can be challenging to form a connection with your site users and keep them engaged enough to make a purchase.
Without an effective strategy, you may struggle to reach the SEO metrics that you’re aiming for in your business plan, such as site traffic, engagement and conversion rates. When you put the right strategy in place, and it’s understood by your entire team, your content can help you engage with the right people, establish a positive reputation for your brand online and generate the leads needed for revenue growth.
How to create a website content strategy
Every business is unique in its own way, which means every website is unique as well. Even so, there are several things that every company should consider when creating its website content strategy. These tactics can help you formulate a strategy that helps increase your revenue and boost your brand awareness through SEO.
Here are a few things to consider incorporating into your website content strategy:
- Uploading 10 monthly posts — Regularly posting plays a significant role in the success of your content strategy. When people can depend on seeing a new post, you can increase customer retention and the likelihood of conversion because readers can instill their trust in you. At this time, the best SEO practice is to post 10 blogs each month.
- Backdating posts — Search engines like both consistency and relevancy when it comes to content. That’s why backdating can be a useful tactic. By saying that a post was published early, it’ll be seen as up to date as possible. It also allows you to refresh and optimize older content.
- Keeping a consistent tone — Consistency is important — not only when it comes to posting content, but also when it comes to the tone of the content. Be sure that your content team understands the tone that best represents your brand. For example, a mental healthcare facility can have an empathetic tone, while a toy brand can be more whimsical.
- Hiring an agency — If you’re struggling to create an effective website content strategy, consider turning to the experts. Hiring a marketing agency, like BURG+CO., can help you achieve long-term results with the right strategy while also helping you tweak it along the way based on analytics.
Want to attract new visitors to your website with your content strategy? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
