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8 Essential Steps to Creating Killer Web Content

Robin Chandler
September 11, 2019

Effective website content is a top priority for any inbound marketing strategy. The content you publish on your business website not only gives visitors an idea of your company’s products or services, but also demonstrates your expertise, culture, and values to differentiate your business from competitors. But in order to do that, your content must captivate your audience and encourage them to continue exploring your other content.

Here are eight helpful tips for creating remarkable website content.

1. Develop and Document Your Content Strategy

Create an organized content marketing plan by writing out your content strategy. A documented content strategy will allow you to establish your marketing goals, as well as to determine the roles and responsibilities of each member of your team, which promotes alignment and provides clarification as you work toward your goals. It also allows you to understand your buyer personas and create content guidelines that will help you reach your intended audience. Following the documented content strategy is essential to creating the right content for the right people.

2. Decide What Content to Publish

There are seven different types of content that are most likely to generate traffic on your site. These include:

  • On-site content: Includes blogs, landing pages, and other resources that present the information directly on your website for anyone to see.
  • Gated content: Content that provides something of value for the audience in exchange for the permission to contact them again with more content in the future. Gated content usually requires the visitor to submit a form directly on your website with their name, company name, and other contact information.
  • Guest-contributed content: Content that you post as a guest on other websites. This type of content promotes awareness of your brand because people who visit the other website may read your content and want to learn more about your company.
  • Email marketing: Content that delivers targeted, personalized messages to customers and prospects via email. Email marketing helps build trust and develop meaningful relationships with your contacts.
  • Press mentions: Any time your content is mentioned by the press, it raises awareness of your business and encourages a wider audience to explore your other content.
  • Social media: Posting on different social media platforms allows you to show a human side of your business and to potentially attract millions of people to your site. Social media marketing also gives you the opportunity to share content you’ve published on your website, such as blogs or resources.
  • Webinars: Online meetings or presentations that showcase your products, services, or expertise in your industry. Because more than half of people consume video content thoroughly , webinars and other types of video marketing are useful methods of educating your website visitors.

3. Brainstorm Topics

After deciding what types of content your company wants to produce, it’s time to form a list of important topics for the focus of your website content. Work with your marketing team to find as many topics as possible so that you can supply a wealth of content to your website visitors. You can use important keywords in your industry to help with generating your topics.

This process shouldn’t be done in a vacuum. Your marketing team can work with the sales team by asking about frequent customer questions and by listening in on sales calls. Try to schedule regular cross-departmental meetings between the sales and marketing teams to discuss content ideas. The sales team has the best idea of what questions customers ask that should be addressed on the website. And once marketing creates that content, sales can offer it as a resource when customers ask those questions.

You can also research your competitors to see what types of topics they have covered on their website. This might even help you think of a topic that your competition hasn’t covered. Interviewing subject matter experts is another great way to find ideas. Be open to ideas that may seem outlandish. Just make sure that your topics reflect the intent of your website.

4. Start Writing

Always write with your buyer personas in mind. You should keep your messaging consistent across your website. Offer unique content that demonstrates your knowledge and expertise, which will educate readers and improve search engine optimization. Tailoring your content to each stage of the buyer’s journey gives you a chance to create personalized connections with your customers and prospects.

5. Edit All Content Before Publishing

Having a site full of typos and content errors is an easy way to deter visitors. You want to present your company as a leader in the industry, so there’s no room for error. Your computer’s proofreading tools can help catch some spelling mistakes, but they can’t catch everything. A human should double and triple check your content before publishing it to ensure that even the tiniest mistakes don’t slip through. The original authors should not edit their own work; it can be incredibly difficult to spot mistakes in your own writing. So, have another team member review the content for grammar and flow, and make sure it follows the guidelines you set up in your documented content strategy.

6. Distribute Your Content

Delivering your content to the right people is essential. When you publish a great piece of content, you want to tell people about it. You can use email marketing and social media to share your on-site and guest-contributed content.

You can also use marketing content as tools during the sales process. By giving your sales team access to your marketing content, they can offer your content as resources when customers or prospects have questions about your company or its products or services. Sharing your content with as many people as possible will drive your website traffic up, generate more leads, and ultimately convert more customers.

7. Upload Fresh Content Frequently

When the most recent content on a website is several months old, customers may feel that the company has trouble staying up to date with fresh ideas. H old frequent brainstorming sessions to ensure your team has a seemingly endless supply of content ideas. Set up a calendar to help organize when each piece of content should be posted and decide who will be responsible for creating it. Staying consistent and filling your calendar will keep your website updated and your visitors interested.

8. Repurpose Old Content

Just because your content has been on your website for a while doesn’t mean it’s no longer relevant. You can use the information from your most successful posts to create other content, such as infographics, webinars, and blog posts. Condense longer content into scripts for short videos or podcasts to give your audience a new way to take in the information. Or expand on videos by turning them into blog posts. You should take advantage of the content you already have and update it to attract new audiences.

Remember, your content is what drives visitors to your website and turns prospects into leads. By following these steps to increase the value of the content on your website, you’ll be able to attract the right people to your business and, ideally, convert them into customers.

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