You’re developing a content strategy for a website. What should you always keep in mind?

You need to know your audience and understand which platform gives more traffic for your product and/or service. Also, incorporate SEO for your website This helps you understand the keywords your audience search often whenever they’re online.

When developing a content strategy for a website, it's important to prioritize your audience. This involves * Identifying who your website visitors are * What they need, and * The challenges they face. Your content should aim to provide simple and effective solutions to their problems, using language and topics that resonate with their age group. This will make them engage with the website and help build trust with the product.

Always keep the audience's needs and preferences at the forefront. Understand their challenges, interests, and how they seek information to tailor content that resonates. Ensure your content aligns with the brand's voice and goals, reinforcing its identity and values. Prioritize SEO to enhance visibility and attract organic traffic. Focus on creating high-quality, relevant content that adds value, encouraging engagement and loyalty. Utilize analytics to monitor performance and adapt your strategy based on insights. Remember, consistency in publishing and updating content is key to keeping the audience engaged and supporting the website's long-term success.

Understanding your audience is one thing, but we can all agree that human beings can be unpredictable, especially when it comes to how they perceive content. Test your content on a small sample size to determine if at least the majority of your target audience will resonate and engage with it before rolling out your strategy.

The basis of any Content Startegy is the audience, you need to understand your audience fully. ↳ Identify your Target Audience ↳Identify your ICP You can identify your audience through user research, polls, interviews etc.

When setting goals for your content strategy, it's important to be specific, measurable, achievable, relevant, and time-bound (SMART). Specific: Clearly define what you want to achieve with your content. Instead of a vague goal like "increase website traffic," you could specify "increase organic search traffic by 20% within six months." Measurable: Establish metrics to track your progress towards your goals. This could include metrics like website traffic, engagement metrics, conversion rates. Achievable: Ensure that your goals are realistic and attainable given your resources and constraints. Relevant: Align your content goals with your overall business objectives. Time-bound: Set a deadline for achieving your goals.

Always think about the long term goals for your brand. The marketing tactics must utilize a disciplined, consistent approach to avoid efforts that are either confusing or short term. I call it “avoid the empty carbohydrate of going with trends”.

To define goals for website content effectively, leverage: - Google Analytics: for audience insights. It’s invaluable for tailoring content to user behaviors and interests. - SMART Goals Template: for setting clear, achievable objectives. Keeps content focused and purpose-driven. - SEMRush for SEO targets. I boosted my blog's traffic by targeting specific, low-competition keywords, thanks to its detailed keyword research tools. - Google Analytics: again, is crucial for measuring success through metrics like page views and bounce rates. -Asana: helps align content with business goals, ensuring each piece contributes to the larger company objectives.

The whole Content Strategy relies on sound goals. Use the S.M.A.R.T FRAMEWORK to define your goals correctly. S- Specific M- Measurable A- Attainable R- Relevant T- Time Bound

The goals you set for your website should ladder up to your business' goals. This ensures that your marketing efforts are aligned with the business. Then you can establish which KPIs are most important to key stakeholders within the organization.

• Content Inventory: Use Screaming Frog to crawl your website and generate a comprehensive list of URLs, helping you inventory your content. • Quality and Relevance Assessment: Google Analytics helps analyze user engagement metrics, while Yoast SEO plugin evaluates readability and SEO aspects of your content on WordPress. • Performance Analysis: Ahrefs offers insights into how your content ranks and performs in search engines, highlighting areas for improvement. • Competitor Comparison: BuzzSumo allows you to see popular content within your industry, helping identify content gaps and opportunities. • Accessibility Check: WAVE (Web Accessibility Evaluation Tool) assesses your website’s accessibility for users with disabilities.

Self-audits are very important for improvement. So to develop a Content Startegy, remember to asses your existing content. Assess the content for - Relevancy - Accuracy - Readability - Accessibility - Seo- Friendliness - Format etc. Based on the results of your assessment you decide on what to do with the content.

I can't underestimate the importance of auditing your existing content. The best way to improve your marketing efforts is to look what you've done in the past so you can gain a valuable understanding of what works and what doesn't When auditing your existing content, make sure you use your website, email marketing and social media analytics. You can't solely make your decision based off assumption. Once you've carried out your audit, add your findings to the Strengths and Weaknesses sections in your SWOT analysis to ensure you keep on track.

Auditing is an under-looked strategic foundation. Knowing what you created and how it is performing is basic content strategy 101. However, consistently running content audits will support re-use, recycle, and retirement, which will result in better conversion and fewer random acts of content. Auditing isn't sexy, but it is critical when attempting to understand what works and what doesn't, and how to refine your strategy and tactics to continuously improve conversion and audience trust.

Auditing your existing content is very necessary. Check out your competitor's content and know if you will restrategise. Most times, the problem can actually come from our content, the length might be too long, tone isn't concerned or friendly. Study your content, competitors content and the one doing well. Learn and grow.

Before you plan your content creation, start with a buyer's journey. What do they need along the way to support them in their decision-making? This is especially critical in B2B industries where the buying cycle is longer and the needs are more intense. Making a B2B buying decision can be as fraught and emotionally challenging as buying a house. The choice can affect your professional reputation for years to come. Map out what they need and at what point in the journey, and then create your content calendar against those needs, and the right channels.

You have less than 7 seconds to catch and keep a users attention when they visit your site. I use a process I call a progressive persuasive pyramid. The first block of content fits into a 7 second attention window - the main tagline and hook. If that works, you now have 30 seconds of attention. A user is going to use that time to skim page headings to see if they are at the right place to solve their problem. I try to make sure that critical pain points, or solution keywords are highly visible. If I still have their attention, I move on to the value statements - but they are still short - 25-30 words. At this stage a customer might spend 2 minutes looking at information, before they take their next action.

• Content Calendar: Use Trello or Asana to organize your content production schedule, outlining topics, deadlines, and responsibilities. • Content Types and Formats: Canva for creating visually appealing infographics, presentations, and social media graphics; Audacity for editing podcasts; Adobe Premiere for video production. • Distribution Channels: Hootsuite or Buffer for scheduling and publishing content across multiple social media platforms efficiently. • Content Guidelines: Google Docs for creating and sharing editorial guidelines and brand voice documents with your team, ensuring consistency. • Audience and Goals Alignment: Use insights from Google Analytics to understand your audience’s preferences and tailor your content types

There is power in planning! Imagine trying to craft the perfect dinner party but without a recipe - that's content creation without a strategic plan! Content planning and delivering is where the magic happens. I think one of the most important, and often most overlooked, steps in the content planning process is nailing down and committing to a consistent publishing plan. In today's world no matter what channel you're posting on the ability to be consistent is what will help you stand out from the competition.

It's not just about the message; it's about smartly choosing where and how to share it. Take a podcast episode – transform it into blogs, shorts, carousels, and spread them across different platforms like social media and newsletters. Diversify your distribution to maximize impact.

optimise your content for customer experience. when thinking website content, many marketers instantly think about SEO optimisation, keywords and ranking. because they're tasked to drive traffic to the website. what marketers should be thinking is: what happens when a customer gets to the website page? - does it provide value to the customer? - is this what they expected to see on the page? - is this content easy to consume? we focus so much on capturing customer's attention that we don't pay enough time to holding it.

• Keyword Research: Google Keyword Planner and SEMRush are great for finding relevant keywords and search trends. • On-Page SEO: Use Yoast SEO (for WordPress) to guide you in optimizing titles, headings, meta tags, and readability, ensuring best SEO practices. • Engaging Content: CoSchedule Headline Analyzer helps craft clear and catchy headlines. Canva is excellent for creating engaging images and graphics. • Mobile Optimization: Google’s Mobile-Friendly Test checks if your content is ok for mobile • Speed and Security: Google PageSpeed Insights analyzes your website’s loading time. Ensure your site uses HTTPS for security. • Error Checking: Screaming Frog can identify broken links and errors on the website.

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Optimize the content by including the appropriate and relevant keywords. Use tools like Google Keyword Planner, and keyword.io and pull up the keywords and phrases that are "medium" competitive. We should make sure the headlines and subheadlines include the keywords as well as give what is coming in the paragraph next.

The website content at each touch-point has to be optimized for user intent. By answering the 'why' behind user queries, you would not only be able to engage them way more deeply but also double up your chances at conversions.

Keep in mind - your content consumers do not value your content production effort. Each piece of content you create has an inherent ROI measured by engagement or downloads or leads (or your metric of choice) vs. the investment of time and resources to create it. So my advice: focus on the message you want to land in a given audience first. Start with the simplest core content and serialize and expand if early results show it's effective. Don't fall victim to the "full content plan" trap or you'll find diminishing returns.

User testing can provide valuable insight into how customers react to your content. By running A/B tests or surveying new and existing customers, you can determine if your brand's message is coming across or if you need to make some strategic adjustments.

Audience analysis is key! Know the primary demographic of your readers. This is particularly pertinent to older Gen Z's in my opinion. They had to self-educate to a great degree during shutdown a few years ago. We need to remain mindful of the generational impact of what changes happened in our world 4 years ago. Those changes in how we can "flex" our expert "muscles" will be compromised for a few long time.

I prioritize metrics that match my objectives: boosting brand recognition, increasing leads, or enhancing conversions. Monitoring traffic, engagement (time on page, scroll depth, click-through rates), I assess content effectiveness. Analyzing the customer journey reveals content influencing prospect progression. I focus on meaningful data related to business outcomes, tracking revenue to evaluate content marketing ROI. Regular content audits distinguish high and low performers, guiding optimization and editorial planning. Direct feedback from my audience—through surveys, user tests, and interviews—provides crucial insights. This blend of data-driven analysis & human feedback shapes a content strategy that delivers tangible business impacts.

Simple metrics such as page ranking, time spent on a webpage, bounce rate, and clicks/engagement on that page help to understand the quality of the content and performance. I often used Google Analytics, which gives enough information to evaluate and optimize the content.

Also keep in mind when developing a website strategy that people don’t behave the way we marketers think they will. A solid understanding of human behavior and the decision defaults people routinely rely on will help ensure your content is more likely to be engaged with and responded to. Remember, people make decisions for emotional reasons, they opt for the easy way out, and they do not always make the most rational choices.

When developing a content strategy for a website remember that content is not just king but the entire back row of your chessboard. Plan to have QUALITY content for each vertical, buyer persona, and customer journey stage. You might not have it all at web launch, but you’ll have a place for it when you do.

Your website is the hub of all brand activity. When building the content strategy, consider not only the space you have on the website for your desired audience but how that connects to all other aspects of your marketing activity - email collection, blog, media placements, ad strategies, new business activations, etc. Speak into those actions so that when visitors come to the site, you're answering and supporting those conversations that are happening across the business marketing mix. We create a content calendar using themes or "content buckets" to ensure we're rotating the topics to touch on the various aspects of the business. It keeps the content pipeline full, fresh and free of those "what are we posting today" freak-out moments.

Optimizing your website content around the specific reasons why people search for information is crucial. By understanding what users are actually looking for you can create content that directly addresses their needs. This way your content aligns with their search intentions, whether they want to learn something, buy a product, or use a service. Your content is then more relevant, contextual, and valuable, which increases its visibility in search results. Consequently, you attract more traffic, boost engagement, and drive conversions, all of which benefit your online success and profitability. If your offering is something that genuinely will help them and your content speaks to that then you'll attract the right visitors to your website.

Content strategy is a planned user or customer journey using content. When building a website, you always want to make sure it's clean and easy to navigate, so the user doesn't get lost. -- If they need to ask a question, they know where to go. -- If they need to contact you, they know where to go. -- If they're ready to buy, they know where to go. -- If they're ready to take the next step, it's easy to find. Keep these things in mind.