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You need a content strategy for your website

Your content strategy should be an integral part of your website and marketing, even more so if you rely on your website content to generate new business.

As well as regular content writing, and content reviewing, you’ll want to make sure you have a content strategy, especially on larger or busier websites.

We can work with you to develop your bespoke content strategy to ensure you know more about your content, and whether it meets your customer and business needs.

Here’s what your content strategy will do.

Content strategy purpose

Your content strategy determines the purpose and goals of your content, the raison d’etre.

“If you don’t know why you have (or don’t have) the content you need on your website, how can you measure if it’s working?”

You might be spending time and resources creating blog posts that nobody reads, but your website visitors just want better pre-sales information or need your opening hours.

Content lifecycle

Your content strategy determines your content lifecycle.

“If you don’t know the purpose and goals of your content, how can you tell if it’s still relevant and up to date?”

We’ve all seen websites promoting:

This happens because there’s no content lifecycle, and no reminder to ensure that time-sensitive content is removed on time, so nobody does it.

Content goals

Your content strategy determines whether your content goals have been met.

“If you don’t know what content you have, and whether it’s up to date, how can you tell if your website content has met your business goals?”

You might want to:

Your website content can help you meet these goals, but only if you manage your content properly.

Necessary content

Your content strategy determines what content is necessary

“If you don’t know what content you have, what you will add or remove, or whether it meets business goals, how can you tell what content is needed?”

You might have a diverse or niche target audience, have specific terminology, or complex products, and your current content might not reflect this.

Website structure

Your content strategy determines your website structure.

“If you don’t know what content you currently need, or will be adding in the future, how can you ensure your website structure is right, you can add the content your need or that visitors will find it?”

You might need your products to take centre-stage, your contact details to be prominent, or your brochures and technical support manuals to be searchable in a media library.

You might also have to determine formatting and templates for different types of content. Blog posts will be completely different from technical support manuals, and you might need to determine image size and type because ‘hero’ images may be different from product images.

Your content may also determine your internal linking structure and website hierarchy.

Workflow

Your content strategy determines your website and content workflow.

“If you don’t know what content is needed, when it is needed, or what it is needed for, then how can you ensure you dedicate the right resources to create and manage the content?”

You might know what your content needs to achieve, but you’ll also need to determine the processes, tools, and people, as well as the other resources necessary to help you.

Governance

Your content strategy determines governance.

“If you don’t know who’s creating content or what it is for, then how can you make and the right decisions and communicate them effectively?”

You might give your departments a certain level of autonomy when it comes to the website, but they may not all agree which content or department is most important, or where it should live on your website.

You’ll need to have a system or process to determine who makes the content decisions, why, and when.

A content strategy.

Without a content strategy, your website will be free-for-all, with different types of content, potentially duplicated work, differing standards of content, layout and frequency.

Think about your filing system, whether on computer or paper, and imagine how it would be if everything was shoved in one folder on your desktop or crammed into a single drawer in a filing cabinet.

Nobody would be able to find what they wanted.

If you ran a shop you’d know what items go where, which products had use-by dates, and the priority and hierarchy of your shop layout.

Shouldn’t your website content be managed in the same way?


What next?

Ready to talk about your website content strategy requirements?

Contact us now at [email protected] or on 01704 529007 and tell us how we can help your website content turn more visitors into customers.

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