5 Tips for Creating the Best Website Content Strategy

Designing a website that drives conversions by giving potential customers what they want can be a long, difficult process.

Among other things, it’s got to look great, the user interface has to be just right, and you have to find ways to say everything that needs to be said with as few words as possible.

Believe it or not, even after two decades of designing websites, creating something that checks all those boxes still feels like no small feat.

It requires patience, dedication, and a suite of specialized skills that’s nearly impossible for one person to master.

So, I want to share some of what I’ve learned over the last 20 years.

In this article, I’m going to explain how you can design the most effective website content strategy and ensure your website is on the right path, instead of on the road to nowhere.

How to Create the Best Website Content Strategy 1) Do a Brand Analysis
Just like a house, a great website content strategy requires a proper foundation.

So, the first thing you need to do is an analysis of your brand. This is the foundation upon which every part of your website is going to rest.

A comprehensive brand analysis will be made up of many different aspects, including an assessment of your target audience(s), your unique selling points, and the pain points of potential customers.

Here are some questions you should ask yourself when conducting the analysis of your brand:

Who are my main competitors?
What are the characteristics of my ideal customers?
How can I establish an emotional connection with this audience?
Which words can I use to establish that emotional connection?
What types of images can I use to evoke an emotional response?
Why should someone do business with me instead of my competition?
What specific problems can I solve, or needs can I fulfill for my ideal customers?
What are some of the struggles, obstacles, or problems potential customers are facing?
You should go into as much detail as you can when answering these questions – the more information, the better.

Then, once you’ve conducted this analysis, you’ve got everything you need to start creating your content.

2) Be Specific
One of the most frustrating things for business owners is trying to figure out how to convey the right message in a way that’s succinct and straightforward.

When we write or design something, it always seems to make sense to us, but no matter how captivating or concise we may think it is, what really matters is the perception of potential customers.

This is why an initial brand analysis is so important. It’s a way to get inside the heads of your ideal customers and try to understand things from their perspective.

For example, recently, my team and I have been working on a website for a payment processing company.

One of the things we want to draw attention to on their home page is what sets them apart from the competition.

But in our rush to push these points, the fact that this is a website about payment processing ended up getting buried, and we had to go back to the drawing board.

So, make sure to be as specific as you can, and don’t ever assume your audience will understand what you’re trying to convey just because it makes sense to you.

First and foremost, you need to consider things from the perspective of potential customers.

READ: Using SEO To Inform Your Website Content Strategy

There are countless things to consider when designing an effective website content strategy, so if you want to know more, this blog should provide some additional insight.

This article will give you several things to consider when it comes to your website content, especially as it relates to search engine optimization concepts, including header tags, local search, and more.

Read more here

3) Be Concise
At this point, you’re probably wondering, “Why is it so important to be concise?”

Well, I’m sure many of you are aware of Microsoft’s notorious study on the human attention span, but for those of you who aren’t familiar with it, let me explain.

Back in 2015, Microsoft Canada conducted a study that attempted to analyze people’s attention spans through a combination of a series of games, a survey, and neurological research conducted using electroencephalography to monitor brain activity.

The study had several key takeaways, but what ended up getting all the attention (and Microsoft ended up getting all the credit for) was actually data from a research institute called Statistic Brain that Microsoft referenced in the study.

According to that data, the average human attention span is about eight seconds, which is, at least according to Statistic Brain, lower than the average attention span of a goldfish.

In other words, you’ve got about eight seconds to capture a potential customer’s attention before they click away from your website.

With that said, when you’re creating the copy for your website, you should try to restrict your writing to one-sentence paragraphs wherever possible.

As sad as it is to say, people just don’t like to read, and when they see a huge block of text, their eyes are going to glaze over, they’re not going to read it, and you’ve already lost them.

So, when you’re writing your website content, make sure to be as concise as you can, and in general, try to use as few words as possible.

4) Focus on Your Customers
A favourite faux pas of many a business owner is to make everything about them and their brand.

I’ve seen countless websites that read like this. They talk about how much the brand is dedicated to their mission, how much they love their customers, and how great their products and/or services are, but they fail to put any focus on their customers.

As Donald Miller said in Building a StoryBrand, “The customer is the hero, not your brand.”

This simple statement is one of the most powerful messages I’ve ever received, and it’s helped me to redefine the way I think about marketing.

I’m not saying it’s bad to create a mission statement or discuss how you started your business on an about page, but the fact of the matter is very few people actually care about your company, its values, and how it got started.

At the end of the day, what customers want in a website is something that puts the focus on them and tells them what you can do for them – what problems you can solve, what needs and desires you can fulfill.

For most people, everything else is pretty much irrelevant.

So, when you’re designing your website content strategy, try putting potential customers in the spotlight, and position yourself as the guide that’s going to help them on that long, arduous journey towards fulfilling their needs and desires, or solving their problems.

5) Conduct Keyword Research
When you’re trying to target your ideal customers, nothing is more important than keywords.

You can analyze your brand till the cows come home, be as succinct and specific as possible, and put the spotlight on potential customers all you want, but if the right people aren’t finding your website, all those efforts will be in vain.

Luckily, once you’ve done your brand analysis, a lot of the work is already complete, as you’ve already defined your target audience(s).

But now that you know which audiences to target, you’ve got to figure out what they’re searching for, so you know what keyword phrases to use.

There are many tools you can use to conduct this keyword research, and whichever one you choose, the principles remain the same.

First, you choose your target audience(s), then you find out what they’re searching for. Next, you have to consider how that relates to your business and think about how you can inject those keyword phrases into your website content.

But don’t be too broad.

For example, if you’re a Vancouver-based plumber, and your target audience is made up of people who are looking for a plumber in the Vancouver area, it doesn’t make sense to target the term “plumber”, as this is way too general.

Instead, what would make more sense is to target a much more specific phrase, like “plumber in Vancouver” or “Vancouver plumbing service”.

In any case, no matter what keywords you’re trying to target, make sure to use them sparingly and inject them into your content in a way that is grammatically correct and sounds natural.

Does this seem like too much work for you to handle? Designing an effective website content strategy can definitely be overwhelming, but when you work with a professional website marketing company you don’t have to do everything yourself. We can help design your website content to ensure your ideal customers can easily find you online.

Speak Directly to Your Customers

Whether you are a small or large business owner, direct marketing through the mail can be a very effective way to catch the attention of potential customers. After all, everyone checks their mail on a regular basis and, since it usually contains everything from the bills that they need to pay to packages, coupons and an occasional letter, they also need to sort through it.

If direct marketing through the mail is such an effective way to get your ads into the hands of interested customers though, why don’t more business owners take advantage of it? Well, first of all, they need a direct marketing list of people who live within their service area and who may be interested in the product or service that they want to sell. And, if you have ever tried to compile a list of addresses for a party, Christmas cards, or a large event like a wedding, you must know that this is no easy task. That is why many business owners turn to professional direct marketing companies who already have the addresses and interest groups on hand along with the ability to generate and mail out your advertisement products.

If you don’t want your direct marketing add to go straight into the garbage, the fireplace, or the litter box, here’s another helpful tip for success. Send your customers an ad that is part of something that they can actually use; like a bookmark or a magnet. Then your chances of staying in the house, in mind, and in the market are much higher than they would be on a flimsy piece of paper that only clutters up the counter.

Inbound Marketing Is A Clever Way Of Growing Your Business

These days, a new technique is revolutionizing how businesses market their products. It is known as Inbound Marketing.

Today, let us talk about what Inbound Marketing is, how it is changing the face of traditional or outbound marketing, and why you should be interested about it.

Traditional or Outbound Marketing

Outbound marketing or traditional marketing is a way in which companies go out and find customers. It is a push strategy. Outbound marketers mainly adopt two strategies:

They put out advertisements in television, billboards, print media, etc. for people to see.
They also actively reach out to people by making cold calls, sending direct mails, etc. These are techniques which are interruptive in nature.
Not everyone likes interruption

Remember how you have received calls from marketers while you were attending that urgent meeting, or that ad that came on TV just before the climax of the movie was about to start? What was your reaction to these interruptions?

I remember having blacklisted a financial services company because a sneaky cold caller from its office called me thrice in a single day, and finally got very upset because I couldn’t talk to her as I was on a business tour!

Needless to say, only a handful of those who receive these calls or see the ads actually remember the product and buy it. Outbound marketing relies on purchases made by a small percentage of people who see the ads, or receive such calls. This results in wastage of the money spent in reaching out to people who are not interested.

Another problem is that, with the advancement of technology users are now able to block these marketing messages easily. Most of the direct mass emails land up in the junk mail folder. There are reports that people have also developed a blindness towards most of the ads that are shown on television. And let’s not forget how people get irritated with cold calls made to them. As you can see, the outbound method of marketing is losing its sheen rapidly.

Inbound Marketing

Inbound Marketing on the other hand, is not an interruptive strategy at all. It adopts a Pull Strategy, wherein instead of reaching out to your customers, you attract them to yourself.

Its foundation lies in adding value to the users instead of bombarding them with marketing messages. This value is provided in the form of useful content which helps the users in one or more ways. Many users go online looking for a solution to a problem that they are having. Inbound relies on solving their problems or giving them valuable information first, and building up engagement with them afterwards.

When users get benefited by what you have to say, they try to hear from you more often. Over time they start trusting you and would also be interested in using the product or service that you have to offer. When people come to you looking for solutions, it is far easier to delight them, and increase your sales eventually.

Thus, unlike in outbound marketing, where the communication with the customer starts with trying to sell something to them, in inbound sales is something that comes later, only after the user has become comfortable, and has started trusting your business.

The inbound marketing process

It starts with attracting visitors to your website
Next, you convert these visitors into leads
Close the leads to make them buy your offerings
Thereafter, you engage with them a lot more and continue to delight them. This will keep them loyal to you, and will also become your brand ambassadors by telling others about you. This increases repeat sales and cross sells. Eventually the need for prospecting for new customers will decrease over time.
The techniques used in Inbound Marketing

Inbound Marketing is a strategy which is created by combining the best of the digital marketing techniques. The exact techniques that are used in this strategy depends on the type of the business, its goals, and the customers that it wants to cater to. The following are the digital marketing techniques that are used to create and Inbound Marketing strategy:

Content marketing: This is the core of inbound. The business needs to create great content which will attract the users. When the users read content that is valuable to them, they would visit the website of the business in search for more information. The business has to continue to give valuable information to customers regularly.

Search Engine Optimization: The website needs to be optimized for visits by the users. Various search engine optimization techniques are applied to make sure that they get the best experience by visiting the website of the business.

Social Media marketing: A strong presence in relevant social media channels has to be built-in order to engage with the users. Apart from the website, the business will provide information through social media also. It also has to listen to what the users are saying, receive feedbacks, and offer solutions to users’ problems. Social Media is also a great way of understanding their needs and expectations of from the business.

Email marketing: The business needs to keep in touch with customers by sending emails to them. Not only is this a great way of building engagement with prospective customers, but it also is a very effective tool for customer retention. Inbound however, depends on permission-based emails which users have consented to receive. Unlike in outbound marketing, Mass Mailers are never sent out to any customers in inbound.
All these strategies are combined to form an effective strategy that completely changes the way the business markets its products. Inbound can also result in significant cost savings when done correctly. However, the results from Inbound Marketing take some time to show up. Businesses have to consistently do it over a period of time before reaping the benefits. However, once the transition is complete, the benefits keep flowing in.