| By :
Roddy Smith
Content strategy has assumed greater importance in the last few years and is promoted by any online marketing firm as a way of maximising website content. It controls the way content is produced, organised and presented on a website to its full potential in order to engage with potential customers. If your content fails to attract potential customers to your website then you need a strategy. Controlling the content
For many people the word 'content' conjures up a series of text but that is just one element of an ever growing monster which threatens to overwhelm some businesses. Content refers to the 'stuff' on a website and includes images, videos, sounds and animations as well as text. And then there are blogs, forums, wikis and other social networking tools to take into account. This is where a strategy is needed. You already have a website strategy and a marketing strategy so why not include a content strategy as well. Integrate all of these into an individual internet marketing strategy with clear aims and objectives. And make sure these are achievable and measurable. Why do you need a strategy?
A visitor to a website has higher expectations than before in regard to the content on that site. They arrive at a website with prior knowledge of what is likely to be on the site and are disappointed if the site does not live up to their expectations.
They expect text, images, videos, blogs and podcasts to be in certain places and to reflect the website owner's brand identity and ethos. It also needs to be 'search engine friendly', usable and conform to W3C and WAI guidelines.
Basically, your strategy must ensure that your website meets the goals of the business and your customers. Your aim is to attract new customers whilst retaining the trust and loyalty of your existing customers. Example of a good content strategy
A good content strategy needs to have the following:
• Consistent look and feel
• Tone of voice which is consistent with brand values
• Up to date, relevant content, e.g. text
• Competitor analysis
• Identifying target audience/s
• Optimised for the search engines
• Use an analytics tool, e.g. Google Analytics to monitor and measure results.
• Videos • Social media, e.g. Twitter, LinkedIn, Facebook
The content exists to fulfil customer needs. It is about identifying and understanding your customers before giving them what they want. Aim to be efficient and at the forefront of any technological advances but don't sacrifice professionalism for innovation.
Remember: your business exists for its customers which is the driving force behind any content strategy. Your goal is to provide your customers with what they need and at a competitive price.
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