Blog | Marketing Madness

How to Create A Content Strategy For Your Website

13/01/2014

When writing content for your website you have to think about the user, in regards to what they want to find out as well as their expectations of usability. A website that caters for the users’ needs (in relation of content and usability) tends to increase in popularity.

When writing content for your website you have to think about the user, in regards to what they want to find out as well as their expectations of usability. A website that caters for the users’ needs (in relation of content and usability) tends to increase in popularity.

To improve your trust and popularity online for both the search engine and the user, you need to be creating content that will always be useful for the reader time and time again. In order to achieve this you need to know what the reader wants to know; you need a content strategy.

If your content strategy is strong enough, it will have long term benefits for your SEO and help sustain a consistent flow of traffic in the future.

Create a strategy around “evergreen” content

When a content strategy has pages that can be used over again for a significant period of time, the content on these pages are labelled “evergreen content”. This type of content can be used over and over again by a wide range of users as the topic has an element of timelessness to it.

Another benefit to evergreen content is that you can refer back to it at a later point and be confident that people will still find it useful. If you build a strategy around this, you’re giving yourself material that you can include within your email campaigns and social media channels. So as time goes on, you’ll always be able to bring people back to your website.

Although the content could be described as timeless, I would always recommend to revisit it every 6 months or so. I believe everything needs a little update, no matter what it is. If you come back and build upon it, you can make it into a more intelligent piece; for instance you could include new images, embed videos or even include a downloadable file. Then you could go back to your social media channels or your next email campaign and re-introduce it.

Besides, search engines like websites that stay on top of their content and make fresh updates.

Evergreen_content

 

Step One: Write down some titles

Depending on how often you’d like to blog, depends on how many titles we’re going to need. So if you want to blog twice a month then you will need to write down 24 titles. To prevent yourself from getting distracted, don’t start writing any articles until you have all your titles written down.

Here’s a few ways to help you create a list of titles;

  1. Write down the 10 most common questions your customers or prospects ask you
  2. Have a look through online forums and discussion groups for what people are asking right now
  3. Use the Google Keyword Planner
    1. Enter your topic within the “Search for a new keyword or ad group ideas” box then click “get ideas”
    2. Within the “Includes/Excludes” box within the left sidebar, type words like ‘how’ ‘what’ ‘best’ ‘when’ ‘free’
      1. This should show you the kind of questions people are asking
    3. Failing point 2, you could look through the list and look for terms that are over 4 terms.
      1. From this, it might jog your memory on questions that customers ask over the counter, within emails or over the phone
    4. As and when you find search terms that are closely related to popular questions, click the arrow on the far right of the row.
      1. This will add your search term to a saved list in the right sidebar
    5. When done, export your list into Excel
    6. Work through the list and create your titles, written in a way that would encourage users to click and read

When identifying your titles, remember to identify ones that provide evergreen content opportunities.

How to use the google keyword planner for your content strategy

Step Two: Writing your articles

I used to find writing articles quite difficult, I could never stop writing and I was forever amending what I’d put. I then realised that there’s lots of ways to write the same thing, you’ve just got to stick your neck out and publish one.

I was then passed tip by one of my customers, who writes within the property sector for a range of top profile sites.  It’s this tip that I would like to share with you today because I find it extremely useful and it’s very simple to follow with practice;

Here’s what to do, based on writing a 700 word article;

  1. For each article, write a list of ten different points/messages that you want to make
  2. Make each point/message a paragraph and write a minimum of 70 words

Once you have wrote your article, go over it and look for opportunities to do the following;

  1. Make use of sub headers, bullet lists and numerical lists. This makes for better readability
  2. Include images were you can or embed videos. If you don’t have any, source them from elsewhere but make sure you ask for permission

Optional Step: Optimise your content

Now I do regularly say “think and write for the user, not the keyword” but if you found inspiration for a title using the Google Keyword Planner then it would be silly not to optimise your content for it.

Make sure you use the keyword exactly how you found it within the research and ensure it’s used as follows;

  1. Article name
  2. Page URL
  3. Meta Title
  4. Meta Description
  5. Sub headers (H1 certainly but also H2 if you can)
  6. Image information
    1. Image title
    2. Image Alt Text
  7. Mentioned no more than 2% of the overall word count

By following these points, you would have made your content highly relevant for the search term / question you are targeting.

Step Three: Publish and Promote it!

Include a link to your content within your next email campaign or within your social media channels.  By making people aware of what you’ve written, you may get people reference your article as part of their own (this obviously depends on the quality of course!).

When people reference your article, they will use a link so that people can click and visit your website.  This link is used as a crucial signal of trust by search engines, which helps your visibility within search engine results page.

Good luck!