Developing Your Web Content Strategy

Developing Your Web Content Strategy

You’ve heard content is king on the web. You know that you need to produce regular, high-quality, and SEO conscious content if you want your web marketing efforts to bear fruit. But how do you know what to write? Here are 5 tips about developing a web content strategy.

1. Identify Your Top Keywords

A good content plan starts and ends with SEO. Get started by taking a close look at the way people find your business. Take the time to identify your top keywords – the words potential clients use to find businesses like yours. Talk to your customer service representatives, sales people, or receptionists to figure out what people say before they know what you call what you do. Center your web content strategy around these terms, writing them into your webpages and blog content.

2. Develop Long Tail Phrases and Related Terms That Drive Business

A thorough web content plan includes long tail phrases and related terms that hone in on customers looking for exactly what you do. “Long tail” includes all the specific phrases a potential customer may use to find your product or service. For example, if your company produces T-shirts, long tail phrases could include "T-shirts with cats on them", "screen-printed Ts", or "custom printed apparel". Each individual phrase may not generate many clicks, but together, long tail content can count for up to 70% of all search engine traffic. None of these will generate enough clicks to warrant their own focused webpage, but the users who find you using these highly targeted phrases are also much more likely to convert to paying clients.

3. Choose a Sustainable Posting Frequency

Some web marketing experts will insist that you should be creating new web content, specifically blogs, every day. The truth of that statement will depend on your industry, the length of your posts, and how hard they may be to read. Frequency is important, but not as much as consistency. Take a serious look at your calendar, your time commitments, and your budget. Whether you are writing each post yourself or are hiring a marketing professional, choose a sustainable posting frequency that you and your team can maintain.  

4. Create a Content Calendar

Once you know the focus of your web content and the frequency of your posts, you can create a content calendar to guide your writing. Pick days and times to post that connect with your audience. Then for each post pick a long tail phrase to focus on that day. Your calendar should also account for public events and seasonal trends that affect potential clients.

5.  Make Space for New Landing Pages

Blogs are a great way to provide organic search optimization on your website. They can also help you gauge what potential clients are looking for. If one blog post creates significant traffic, consider using that keyword or long tail phrase to write a new landing page for that type of customer.

Get Help Developing Your Web Content Strategy

A strong web content strategy is a roadmap that makes web marketing success easy. If you need help creating a plan, the web development team at Provisio Technology Services can help. Contact us today to get an assessment.