Need Web Content? Create a Content Strategy First

May 10, 2016
emily amos

Whether you’re in the middle of a website redesign project or creating a new website from scratch, you’ll need great content to connect with your target audiences. But before you jump in and start writing, you need a plan. You wouldn’t drive to a new place without a map, would you? You also shouldn’t create content without a content strategy.

Do I really need a content strategy?

Yes. A content strategy will give you the roadmap you need to create successful web content. Your content strategy should do two very important things:

  1. Support key business objectives

Without a clear idea of the site’s business objectives, you have no way of knowing if it is succeeding.

  1. Meet people’s needs

To run a successful organization, it’s always key to have your users’ needs in mind. Think about what they would ideally want and why they would look for your content in the first place.

Establish business objectives

When creating a new website or overhauling an older one, it’s understandable that you might want to jump right in with brainstorming the fun stuff like colours, design elements, functionality, etc. But it’s crucial that you start by clearly articulating your business objectives. Why? Concrete, realistic business objectives provide the framework you need for decision-making throughout the project and for measuring success at the end.

Here are some examples:

Business objective: Increase sales
Tactics: Search engine optimization, useful content, and effective calls to action

Business objective: Be seen as the expert
Tactics: Provide quality content, add fresh content regularly, and establish trust with accurate information

Meet users’ needs

Who is your target audience? What situation is bringing them to your website? What are they hoping to accomplish on your site? Why should they care about what you have to say? By clearly identifying your audience, you will be well positioned to help them either solve a problem or aspire to something greater.

You’re almost there

By outlining business objectives and understanding user needs, you have created a basic content strategy. To build on it, consider reading:

Remember, the more thought and effort you put into your content strategy, the more successful your content will be. Good luck on your journey!

 

Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time

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