Content is king on the Internet today and companies have a real interest in having an effective web content strategy, which they can measure and which allows them to find customers through this channel.
This article sets out the 3 important steps to ensure that your content is directed to the right people, that it is efficient in terms of conversion and that it will be used on the Internet.
It's all about the angle!
Before you even take a pencil to a sheet, turn on a camera to film or open a Word document to put your ideas forward, the first step in an effective web content strategy is to find the message you want to get across.
For every single piece of content you're going to produce, the ideal is that you can convey:
Who it is aimed at: what media do the people you speak to use, what are their concerns and how do they consume?
The problem it solves: the information it brings to your audience or the entertainment it offers to your audience
The action it calls for: do you want to make a sale in the case of an online shop, generate a contact or initiate an incoming call?
Depending on your objectives, you will choose an appropriate type of content, for example:
for a blog article designed to attract traffic and highlight guides, be simple, precise and effective – follow Facebook's motto “done is better than perfect”
for a whitepaper on a topic you are an expert on, that you create to generate contacts (via registrations to receive it or download forms), you will be able to plan more time and a denser structure.
Creation and implementation must remain simple and fast
Let's take the example of a blog article: text content, intended to make people come to your blog. Writing a blog article takes less than an hour.
If the goal of the one you're writing is to be found on search engines, you have a few simple rules to follow to ensure the success of your approach:
find a topic in your notes or in public advertising
choose a keyword on which to focus the piece (URL, titles, text, images, internal and external links…)
write with your readers in mind
insert a clear and visible call to action
Any consideration that would prevent the process from remaining simple and effective for the creation and implementation of your content must be discarded!
Create content and -especially- disseminate it
Too often the thought is that once created, the content is self-sufficient.
In your web content strategy, you need to integrate the way you will promote all types of content you publish:
a graphics piece
Once again, keep it simple and be routine!
The important thing here is to take the necessary steps without them being very ambitious or complicated. The important thing is to make sure that your content lives and is distributed in the spaces where the people you are talking to pass through.
Let's take the example of the blog article again. If you want to make sure your content reaches your target audience, it must:
appear in the first results of the search engines: optimized and published, your article deserves that you take the time to put links that lead to it in your next blog articles, that you will comment articles of other blogs with a link to yours, that you have the habit to share it on social networks as soon as written so that its indexed fast…
…and replicated on the social networks in the communities you are interested in: to read your article, show it by sharing it in a regular way in the groups, communities and circles to which you belong, answering the questions of forum users who are looking for what you are answering…