The catch with web content is that is must be fresh and original to be most effective. If it’s not, the content can do more harm than good. Content is the one element that can keep customers coming back to your site time and again. When customers return often, your site ranking improves, because the traffic registers the site with search crawlers as a valid and in-demand site.
When your content stinks, though, your site is headed in the opposite direction. If you have content that’s not professional, the search engine crawler will register this, your ranking may drop and you could possibly be delisted altogether.
How do you know if your content stinks or not? It’s mostly a game of finding the right combination of content types and consistent updates. But before you can even get to determining the right type of content, you need to create a content strategy.
Your content strategy is the plan by which you’ll infuse your site with the right types of content at the right times. It starts with determining how to reach your target audience. By now your target audience should be engraved on your forehead, but how you reach that audience is something entirely different. If your audience is teens, the language and method with which you’ll reach them will be different than if your audience is senior adults or stay-at-home mums, or even full-time professionals.
Next, determine what users will benefit from visiting your site. Visitors click through a link looking for something. If you don’t provide some benefit, the users will click away nearly as fast as they found you. When determining what value you have to offer, don’t think in terms of your desire to bring users to your site, think in terms of what those users are seeking. What do they want?
Along with determining users’ reasons for coming to your site, you should also be considering why they might want to return to your site. Do you have regular sales? Is there some form of dynamic content, like a blog or news page, that would draw them back? What other types of media might you include on your site, and what value would that be to your visitors (for example, using videos or podcasting to present training materials)?
Only when you’ve figured out what you can give your site visitors should you determine what you want from them. If you want them to sign up for a newsletter or make a purchase, include a call to action on your site and provide the tools they’ll need to complete the task that you want them to complete. Every page on your web site should have a purpose. You have to determine, on every page of your site, what it is you want from visitors.
Next you need to determine what type of content you plan to include on your site to meet all the needs that have been defined by the preceding questions. There are several different types of content, and each type has its own implications:
Once you have all these elements decided upon, you can begin to create your content. It sounds easy enough, but there’s more to it than meets the eye. Not only does your copy need to be compelling to people, but it also needs to be focused to help increase search engine rankings. What tips do you have for other webmasters wanting to create content for their sites? Do you have a content strategy, if so, how well does it work?
Andy's blog is about creating content your site’s visitors will fall in love with, it’s about teaching you the most important tips to help you succeed in what you do. It’s about providing tips and tricks on marketing your blog or website successfully and gain top search engine rankings.
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