2. The best writers are those who can put themselves in the buyer’s shoes and write as if they are having a one-on-one conversation with that buyer. Whether that’s related to more visitors, greater brand awareness, or more customers in your sales pipeline. As previously mentioned, users now prefer to go directly to websites than to visit a physical store. A strategy plan, more commonly known as a strategic plan, is a list of strategic goals together with an action plan to achieve each goal.This is the output of strategy planning and may be developed at the level of an organization, department or team. Demographics is highly useful when identifying a target market (for example, selling computer software eliminates the â12 years old and belowâ age bracket so you will have to focus on selling the software to numerous age brackets above 12 years old). Step 9: Keep your website and content up-to-date and move forward. Choose the right content format based on the data you have gathered. Even the best laid out website content strategy won’t always deliver the results you anticipated. One partnership you can consider is through the use of ads. Your website strategy plan should revolve around identifying your target market and determining a brand image to fit your target market. Keep in mind that your audience isn’t wholly made up of buyers as well. By now you should have a solid understanding of the following: Now, it’s time to put all of this together into a content marketing plan. Need to do research on the theory of relativity? The more data you have to work with, the better you’ll be able to predict and create content that brings you tangible results. For example, the social scheduling tool Buffer is very engaged on social networks. Content strategy On the other hand, content strategy delves deeper into (in Kristina Halvorson’s words) the “creation, publication, and governance of useful, usable content.” Note that content strategy often goes beyond the scope of a content marketing strategy, as it helps businesses manage all of the content they have. Creating content won’t grow your business, improve your search engine rankings, or bring new customers into your business. Wikipedia is the largest online resource platform on the Internet, and currently has an average of 200 million average views per day. That is why kaizen is essential in the development of a website strategy plan because technology basically never stops and is continuously improving. âKaizenâ is a Japanese philosophy which translates to continuous improvement. This means you (or your website) has a solid reputation in your space, whether that’s from users, other websites, or third-party reviews. Over time, you’ll learn which platforms give you the best response and help you achieve your content goals. Here are a few key elements of proper content optimization: There’s a lot more that goes into proper SEO blog writing, but the tips above will help your content rank higher and start moving in the right direction. You can see what your competitors have done successfully, along with any holes in their strategy you can capitalize on. 35+ Strategy Plan Templates in Word | Google Docs | Apple Pages -. Some examples of long-term goals meanwhile include revamping the entire website interface, replacing majority of the website content, and installing new technology that has only been released in the … This will help to inform the type of content you should be creating. If most of your products incorporate brighter colors, apply those same colors in your website (using black, maroon, or brown will contradict to the color of your products and does not only prove to be an eyesore, but also projects inconsistency between your products and the website design). There are numerous analytics software you can use to measure the results or performance of your website such as Clicky, Mint, Google Analytics, KISSmetrics, Open Web Analytics, Clicktale, and CrazyEgg, to name a few. Here are some questions you can ask to pinpoint your target audience: When you’re creating content you’ll be writing directly towards these buyer personas. We work together with clients to decide which content is worth keeping, revising, or deleting, and to explore opportunities for the creation of new content that meets the new goals. Where are they in their buying process? The Hoxton – unique website content. On the other hand, a documented content marketing plan can help with the following: Here are a few reasons you’ll want a content strategy in place: With an overarching content marketing strategy in place, you’ll be able to see how your content efforts support larger goals. Technology is a never-ending process which even improves over time. A website strategy consulting engagement should give you a platform to pass valuable information back and forth between your internal team, and the company building your website. I’ve been trying to research guides for my website. It might seem obvious, but writing your goals down will ensure that you don’t lose sight of your overall aims. There are always new functions and tools being made for websites, and there will certainly be improved functionality and accessibility for websites in the months and years to come. The first is creating a long, in-depth article that covers every single detail about a topic. ers to “take up the torch for content strategy.” The book you hold in your hands is that torch. 2. One great way to do this is to strategically mention well-known brands within your content. Sure content planning is key to the growth of your business. When you create a website, you should have the best interests of your target market. Pre-writing questions: Before starting any given page, you really need to wrap your heads around the primary goal of the page and to whom this page is targeted. What’s in it for them? Most of these strategies fall into one of the seven areas below or a combination of these strategies. However, by getting on-page right you’re laying a solid foundation that will make all of your other SEO efforts much easier. We have provided some website strategy plan examples (in PDF format) that you will find very useful when creating a website strategy plan. Canva is a unicorn startup that’s now valued at over $3.2 billion (link). If they always make decisions on the fly, it will prove to be very costly for them in the long run and they will eventually lose their position in the market. Speaking of brand image, it usually goes together with identifying the target market. 100 % privacy. Applying kaizen to your website strategy plan should be one of your main priorities due to one main reason: technology. When planning a content editorial calendar around topics, you can easily visualize your company's message and assert yourself as an authority in your market over time.. Why Marketers Need to Create a Content Marketing Strategy This means that you have more opportunities to appear in online searches that are relevant to your brand. A strong Content Strategy boils down to creating the right type of content for your target audience. There are a handful of other ways you can promote your content as well, for example: Each platform you use to promote your content will have its own guidelines and best practices. There are countless examples of successful content strategies you can draw inspiration from. Position you as experts and specialist thought-leaders in your industry. Now that you’ve learned the basics of a good content strategy template to get started, let’s bring all the questions together. Publishing content isn’t about volume alone, but instead covering every topic you want to highlight in-depth. No other social media platform has touched Facebook ever since the company’s inception in 2004. This means that you have a high level of knowledge and expertise on a given topic. But if your website does not have a target market yet, it is highly suggested that you do extensive research and identify your main customers or clients. Share it as a live link, present it as a slideshow or download it. How do you measure the results of your strategy plan? Very timely.Thank you, Your email address will not be published. When you are a creating a website, you always have the interests of your target market or audience in mind. Establish a few goals and build your content around them. This includes things like content accuracy, legitimacy, and transparency, including contact and business information. Here are two ways you can uncover your audience’s desires: By doing keyword research you’ll be able to find keywords that can send you relevant traffic, along with hidden gems you can target and rank for quickly. Use Wikipedia. Once you know what content is underperforming, you can either get rid of it entirely or repurpose it into something more valuable. Create Audience Personas for Your Content Strategy. What social networks do they use the most? A successful content strategy for SEO accounts for the buyer’s journey and includes content for searchers in all of these phases. If you’re working on an existing site or a site redesign project, it would also be wise to conduct a content audit (which I discuss in an article about incorporating content strategy into the web design process) to get an idea of what content already exists. Here’s what a good eCommerce content marketing strategy can do for you. But, your work isn’t done yet. Take note that when applying kaizen, your work is never done. Before we get into content marketing examples, let’s first talk about why content is a good idea for ecommerce companies. The brand image you plan to implement should focus on your target. Here are a few things you’ll want to analyze: The information you gain here will help you better understand how your site is performing and what kinds of content are already bringing you results. By now you’ve accomplished a lot of the hard work of research, planning, and executing your content strategy. Around 80% of revenues will be coming from your target market, so make sure the development of your website should have focus on them. Some examples of short-term goals for a website strategy plan include installing a website security system, constantly updating the homepage of the website, and adding customer service functions. 90% of China’s population use Baidu on a regular basis. In this guide, you’ll learn how to create a content strategy framework that works in 2021. Generally, these will be much longer than traditional blog posts. Some examples of short-term goals for a website strategy plan include installing a website security system, constantly updating the homepage of the website, and adding customer service functions. When you’re planning out your content it can be helpful to research what your audience is already looking for. T; hey a We often use 2 main types of strategy: one for selling content strategy into an organisation and one for organisations with a more mature editorial model that just need the strategy itself. These are the steps to follow to create a content strategy: Content marketing can be very effective, but it’ll be hard to generate an ROI if you don’t have goals you can aim towards. We need to put content at the top of the agenda from the get-go and ask questions early on in the project to make sure you don’t get to the stage of building the website and realising there is no content. In this digital age, your business will easily strike out if you donât have a website. This does not only benefit your target market but to potential customers and clients as well. Pillar pages can give you a boost in the search engine rankings, along with uniting different categories of content across your website. The following are illustrative examples of a strategy plan. Scoring high on these metrics will help you rank higher. Hold it high. The only way to create a content strategy that brings your business results is to analyze how your content is performing. This is a great way to improve social shares and brand mentions, while providing value to influencers and authorities you’d love to connect with. Pet-friendly hotels are becoming increasingly popular; appealing to travellers who can’t bear to be parted with their beloved pets. Searchers want more information about a topic. A lot of that growth has been due to a stellar content strategy and search engine rankings. What it lacks in design makes up for performance. Here are some recent examples that have caught our eye, and the reasons why they work. Required fields are marked *. Without a content development strategy, it’ll be hard to achieve any business goals that you’ve decided upon. When you’re crafting your strategy there’s no reason to go in blind. A content strategy will guide your plans for the what, where and when of content creation. Instead of publishing one-off content pieces whenever you feel like it, you’ll be able to publish a steady flow of content. When most people think of types of content marketing, they think of blogging as a starting point.Blogging helps you get visitors’ attention with helpful information, and provides content to flesh out your social media presence and fuel your SEO efforts, too. Having done content strategy for both 1-person businesses and huge business units in Fortune 500 companies, I can tell you—they’re different. You’ll create a realistic plan that fits the time, staff, and budget of your team. Google uses a very simple interface, and the only colors (or design) you see are the green, blue, red, and yellow colors from Google’s logo. From music videos, to movies, to news, to sports events, and to variety shows, YouTube has it all. Planning and content creation is only half the battle, now it’s time to promote your content. One good content marketing strategy is to try and optimize your images for Google's featured snippet. Content strategy plans for the creation, publication, and governance of useful, usable content. Social media — If done right, social media can be a huge part of your content strategy. It can be defined as the set of guidelines to help with planning, creating, and managing all of your content. It will be easier for them to check and review your products or services, and it will also be easier for you to reach them and inform them of your product releases and other company announcements. You can actually merge with other companies to share content in your website. So run with it. Some of your visitors will like to read, while others will prefer video, interactive content, or downloadables like a PDF. To inspire you to develop a quality website strategy plan, here are the top 5 most popular websites around the world as of June 2018. Without a content strategy in place, you’re going to have a difficult time achieving any results with your content. A robust content creation strategy can even attract high-level employees into your world. Here’s a quick look at some of the different forms of content you can create: One way to maximize your content creation strategy is to repurpose your content. Have a section where you can allow other companies to post advertisements in your websites. Get this step wrong and you’ll be publishing content to nothing but crickets. A content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. I have drawn actionable tips that will take me to another level in my content creation strategy. Use this template to help create a content strategy for: new services; new applications; new websites; website redesigns; This template can also be used to create a content strategy to improve existing content, for example: when adding new information to a website; for machinery-of-government changes; when migrating content to a new system ; How to use this template. Or, it can be a category page that links out to other relevant articles you’ve written. Having a content strategy for website projects can ensure a better way of getting content planned, produced and published. And no, anyone who has an internet connection isn’t narrow enough. It all started with Facebook, and after a decade, Facebook is still here. This means upgrading your website software to the latest version, ensuring that your website is secure and that is using the latest technologies. One of the core reasons is how detailed they go with their content. This will help you determine what kind of content/topics are connecting with your audience, and what’s helping you reach your goals. Look for topic clusters (content that can be grouped into a category) within your existing content, Combine this content into a bigger post, or a category page with links to every relevant article, Do keyword research to find high-traffic keywords you can target, Write the absolute best article on your chosen topic/set of keywords, Studies and data-backed content, written interviews, and more, Video content like podcasts, how-tos, webinars, and live events, Visual content like slideshows and infographics, Interactive content like quizzes and tests, Downloadable PDFs like eBooks, checklists, tutorials, and white papers, Write a longer eBook from popular articles, Make your URLs short and readable, include your target keyword if possible, Optimize your page titles with your target keyword and a compelling headline, Include your target keyword within the first 100 words of body content, Add relevant and related keywords to your post, Create content that effectively answers your target keyword (usually over 2000 words), Link out to authoritative resources that enhance your content, Interlink your content to other valuable articles you’ve written. Even goals that seem more ethereal, like improving brand awareness and growing website authority. We’re going to dig into big strategies like website crawls and persona profiles and thematic taxonomies and competitive analyses. The target market is usually identified through demographics (age, gender, income, product preference, height, weight, etc.). This does not come as a surprise since websites can be accessed anytime and anywhere (as long as you have an Internet connection), and users would much prefer visiting the website at the comfort of their homes than to travel for 30 minutes to an hour just do visit a physical store in which the transactions you do in the store can all be accomplished in the website. The Hoxton Hotel group is one such hotel brand, having recently made all of its properties dog-friendly. —Kristina Halvorson Author, Content Strategy for the Web One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications. Web marketing strategies can certainly be unique to the website of each business. It helps you publish quality content consistently. Ecommerce content gives extra points for brand image and traffic and helps win sales in the end. That’s where a website content template comes into play. As you research you’ll start to notice trends or groups of topics that your audience is the most interested in. For example, data security company Townsend Security created a pillar page for one of their topics of expertise -- encryption key management. The more quality and relevant content you have on your website, the more pages that search engines like Google can index. This provides feedback into other goals as well, such as giving you more data to work with when refining your strategy. Ideally, you’ll be creating multiple forms of content to cater to every member of your audience. Take note that short-term goals are goals achievable in one year or less, while long-term goals are achievable in one year or more. Goals should be established as well when setting up a website. Today's content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. Used 1666 times. In order to build the best possible user experience, there needs to be knowledge transfer from the get-go. A content audit will show you what content is serving your business and what’s holding you back. The world’s most popular video streaming website also makes this list. Content not only includes the words on the page but also the images that are used, the structure and layout, how it is found, and more. 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