How do you develop quality online content? What does a good content strategy look like? How is your content strategy tied to your Web marketing and SEO efforts?
Having fresh, relevant content on your website is important. Consistent content development can be a challenge. Relevant content and online marketing success go hand in hand. How do you do it?
We recommend creating a content strategy. At a minimum, develop a monthly content calendar to define what you’ll need and when. A calendar is a great way to ease into the world of online content. It will serve as a guide to plan, organize and maintain your digital content.
Create Your Content Calendar
Get started by asking questions that customers and prospects might have. Consider what they would want to know.
- Does seasonality impact your business?
- Are there industry trends or annual association meetings where speakers are talking about what's currently impacting your industry?
- Are you introducing new products? New services? Or new team members?
For every topic you write about, be sure to incorporate keywords and phrases that your prospects and customers would use when searching for this information online. These keywords are part of SEO content writing and should be used in your online copy, photo and video tags, and headlines and posts. This is how content drives online success. Read more about the 8 Key Elements to Get to the Top of Google.
Online content is more than copy. It also includes:
- Photos
- Videos
- Whitepapers
- Case studies
- Blog posts
- Articles
- Social Media Posts – Facebook updates, Tweets and LinkedIn updates
As you can see, online content comes in any format that you make available to your target audiences. Sound like too much?
Use Content You've Already Created
Great content comes in many mediums and can be repurposed in many formats.
> A Web page topic becomes a blog post.
> That blog post becomes an educational article to post elsewhere online.
> A case study or white paper is created around one of your products/services and made available as a download from your website.
> You create a video testimonial with the client featured in the case study. And so on.
