Not so long ago, a web content strategy just meant posting a lot of blogs or videos.
That’s not the case today.
Bloggers produce 77 million new posts each month, and 82% of businesses report actively using content marketing in 2021.
So how can your business stand out from the crowd, especially the competition? All it takes is strong content creation.
Key takeaways:
-
A web content strategy is a method for creating, delivering, and managing content practical web-based .
-
Understanding your audience is crucial to a web content strategy, and analytics tools can help you get to know your customers.
-
Content strategists need to create material that flows easily, has a distinctive voice, and provides valuable and actionable information.
-
When promoting a piece of content, choose the digital channel that resonates the most with your customers to improve the user experience.
What is a web content strategy?
A content strategy web is a method for creating, delivering and managing practical websites. -theme based. Examples include blogs, explainer videos, how-to videos, and podcasts.
There should be two factors driving a web content strategy:
-
What do you want to achieve? What is the business objective?
-
Always keep the customer in mind. Ask yourself, how does this content benefit my client or target audience? Is your presentation interesting? What pain points do we solve?
Why do you need a web content strategy?
Content marketing is an effective tool to drive conversions because Today’s customer wants to learn about a brand through its content versus a traditional ad. According to a Semrush report, 62% of companies saw a good or excellent return on investment (ROI) from their content marketing strategy.
As said at the beginning, there is a lot of content out there. In Internet. A great web content strategy is like gold in a search engine’s pan. The prospector, or client, is looking for quality, engaging content. Your business content is the valuable nuggets left on your tray at the end of your efforts.
6 Steps to Developing and Executing a Web Content Strategy
Understand the benefits of a high-quality web content strategy, let’s examine six steps to creating one.
1. Define your goal
A web content strategy starts with a goal. Understanding what you want to achieve allows you to create the metrics for success. The following chart provides some examples:
Let’s pull an example from the chart: Suppose you want to increase brand awareness. Your goal early in the process would be to drive people to your website and build your audience. Then, after work, you can measure your success by looking at the amount of traffic, sessions, page views, etc., on your site.
2. Identify your audience
Knowing your audience is a crucial part of a web content strategy. Use analytics tools to tell you about customer demographics, such as gender, age, and residence (city, state, or country). Other information it may collect includes:
-
Most popular social channels your customers use
-
What their interests are
-
What language(s) they speak
-
Most popular method of accessing your site (desktop, tablet, mobile)
If you haven’t already done so, create a buyer (or customer) profile. It requires you to make a fictional person to represent your target audience. You can give them a name, age, job, ideals and goals. These people provide information that helps you create a compelling message.
3. Determine the type of content to produce
Identifying your audience makes choosing the type of content easier. Where does your audience spend the most time on your site? Are you watching a video? Is it reading a blog? What kind of content do you notice is being shared the most? Is it the infographic or maybe a white paper?
The following table highlights the most popular web content strategies in 2021:
Regarding video usage, here are some statistics from Wyzowl’s State of Video Marketing 2021 report:
-
People are twice as likely to share video content with their friends than any other type of content.
-
86% of businesses say video has improved traffic to their website.
-
78% of businesses say video has helped drive sales.
-
87% of businesses say video provides a good return on their investment.
With this information in mind, use video in your web content strategy if the opportunity exists.
Blogging is still proven content strategy tool. It is known to increase traffic to websites and generate leads. In fact, 77% of bloggers report that their work produces solid results.
4. Create the Content
When it comes to the content itself, there are three things that customers value most:
-
Flow: whether it’s a blog, video, or other content, the user should easily follow the thread.
-
A distinct voice: This gives the user an idea of your brand identity and personality.
-
Value: Provide practical and specific information, knowing your niche.
Create the content with those topics in mind. The following diagram contains additional information, such as the addition of images, multimedia, and a clear call to action.
5. Promoting the Content
This part of web content strategy is called content marketing. Target the most popular digital channel among your customers and feel free to add other highly visited platforms. Other points to consider:
-
YouTube is the most used video platform.
-
Facebook and Instagram are the social networks most frequented platforms.
-
Email marketing returns $36 for every $1 spent.
6. Measure Results
Assessing user response to content is essential to determining if your web content strategy was successful. Has the amount of traffic to your site increased significantly? Did customers spend more time on your site? What is the number of shares on the content? Have you seen an increase in sales or conversion rate?
The following video contains additional points for developing a web content strategy.
Improve your web content strategy with Optimizely
Optimizely has a team of experts and a robust platform to optimize your web content strategy. We offer additional tools like content experimentation, personalization, and in-depth analysis.
Contact us today for a demo!
.