Web Content Strategy

The extensive issue of website owners not giving importance to the value of web content is a big setback.

We should talk about this predicament. Why? because, if you think about it, when visitors go online to your site, their primary reason is to consume your content.

Viewers come to the site to read up on blog posts, interesting articles, to look at the status updates of their family and friends on Twitter or Facebook, to read the reviews of restaurants and hotels they plan on going to, to view the spending habits of our credit cards through the bank’s website, to grab tutorials and learn about something which catches our interests – these are just few of the usual activities we as visitors do on the internet and these are all consumed of content.

web content

web content

There are some business that are now starting to gradually re-think their web strategies when it comes to content on their sites. This should be the same thought process for all companies running online businesses.

Let me go over the significance of solid content strategies, and also a few starting point for developing your very own website content strategies.

A Good Change in Website Planning Should Happen

In the development of website planning, we should already know that:

  • Focus on user experience
  • Produce a user-centered web design
  • Develop or implement the best in web technologies to meet the needs of your visitors and users

The focus and extensive awareness towards the importance of web design, usability, web development, and also user experience is absolutely positive.

Conversely, what is absent in these discussions; what is in great need of attention and concentration — is web content as well as the creation of a broad and amalgamated strategy for it.

A conversation about website content during preparation is usually limited to those in charge of it. In the best of scenarios, sometimes there will be thoughts about SEO or social media network marketing of  your web content.

In most cases, that’s usually it. And that’s not even close to being enough.

Rethinking the Production Process of Content

In addition to the usual ignorance of web content with most websites, a further big challenge is the organization and suitable design of the content formation process.

With larger websites for bigger corporations, as an example, each website section/ sub-domain/department might have a different person as an editor working without consulting the other team members.

Then, those individuals working in legal department may also have their two cents implemented and require some modification of the web content which may be out of the context of the company’s main objectives, and also without considering the total collection of the website’s content.

Then, after all of this, the CEO or decision-makers come to play; all of whom always know best, may ask for more revisions.

And Boom! Instead of having consistent message across the whole website, we now have a bunch or mixed content.

Your website content strategies must be cohesive, and your web content should be able to work in unison together to make a superior user experience.

Why does web content matter?

Generally speaking, website users are a lot more perceptive and picky than ever regarding the kind of web content they want or choose to consume. When there is poor user experience towards your content, it will not have much of a chance of reaching your targeted audience

And, let’s say in marketing and sales terms; none of your advertising messages will be able to make sale of your product without it being useful or well-crafted.

If your production descriptions are hard to read, if your photos are bad and unfocused, check out process that has clumsy writing or a confusing web copy and UI labels, your site will just decrease in revenue.

It is not accidental to have good content.

Good content is an outcome of a good content strategy; that puts the importance on producing valuable, functional, and interesting web content.

Your decision for content strategy from the beginning should be the primary objective to meet the needs of your users or viewers, not the thoughtless self-promotion of your brand.

Good web content needs patience and consistency.

Instead of trying to put your focus on only that one big time spectacular viral success, it is necessary that you build a solid foundation and that you plan for the long haul successes of your company. Truth is, it can take up to months, maybe even years to come up or develop a good and effective strategy for your content.

Analysis for Audience through Personas

Personas are a successful way to capture the core of the different segments of the website’s viewers based on the information that we derive from them. After all, the key to web content strategy accomplishment is to recognize who our users are and also what our users expect from us.

In lieu of target groups in a form of someone’s profile may seem basic, but the outcome will be imbedded in the memory of team staff members and web content producers.

Developing content objectives

A clear meaning of our customers allows us to examine how they might desire to consume web content.

After that is complete (through the use of personas), we are now ready to prepare for web content production.

Gap Analysis and Content Inventory
We can perform content auditing and gap analysis so we can see how our current online web communication (social media, on the website, email, etc.) will respond to the needs of the customers.

The significant things to establish at this phase are:

  • What type of web content is absent in the system?
  • Are there content which needs to be revised or removed?
  • Are individual bits of web content being presented in the correct form (video, text, audio, graphics, etc.)?
  • Are there bits of web content placed in the wrong places of the customer journey?

Awareness derived from activities such as, will be a firm foundation to work from, and will explain the essential guidelines for the web content production development.

Establishing web content-production guidelines

Once we are present with the existing web content and once we have acknowledged our web content’s objectives, it is now time to plan out a strategy to create content.

Content Maps
To construct harmonious content you can use this popular technique which is called content mapping.

Content mapping will be able to answer these questions:

  • What are the key messages to include within our company’s website’s copy?
  • For a particular topic, what type of content will be used?
  • For each content type, what would be the structure?
  • What’s each content type’s purpose? Is it to aid the content consumer with maybe an issue? to educate? Or maybe to result to a purchase?

Content mapping should be a broad diagram of how a piece of web content will influence the content consumer.

A specific task should be served for each piece of content.

This task may be to bring potential consumers closer to a decision when purchasing.

Maybe it’s to develop better customer satisfaction when a purchase has been completed. It could be about establishing a relationship between the company and the consumer. Whatever it is, it would be identified at this part of the process.

Think about the user when it comes to content

Following the steps mentioned above will help you with a solid and firm foundation to develop and set a stage to manage and build good web content strategy.

We should expect every moment that is experienced on the Web is to entertain, enrich, and develop us. And with web content, it will be a powerful experience transmitter.

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