The better the content strategy, the easier your goals will be achieved. Here are five steps that will help enhance your content strategy.
Objectives: First, you need to identify your objectives for the content you are developing. Do you want to increase traffic, drive conversions, maximize your lead generation? There could be other goals like encouraging users to visit specific pages of your website or getting certain products noticed. You need to plan in advance what you want to happen when your audience reads your content. The better you plan, the quicker you will see results.
Competition: Analyze your competition. There is no harm in admitting your competition is doing a better job than you are. Define what makes their content strategy better than yours and proceed accordingly.
Visitor Perspective: Be objective when looking at your website. Put yourself in your audience’s computer. A simple way to get objective feedback is to ask some of your clients what they think. The visitor perspective applies for any size of business, and you constantly need to innovate and be objective.
Channels: Content is divided into two parts, on-site and off-site. On-site content is the pages you are adding to, and off-site is the content you will use on external websites. Ask yourself how you can tie content into promotional channels. For example, a video could go onto your YouTube page with a landing page on your website. By doing this, you are providing your audience relevant content through a social media channel.
Topics: The final step in coming up with a content strategy is to identify specific topics and sources. Work with colleagues who are going to be collaborating with you on this project and take a day to brainstorm. These topics could include a list of awards on your website, subject areas you will be working on, pages you are going to improve, or new technologies and trends in your industry. Compiling these topics into a spreadsheet and setting up a timeline in which you will execute updates will keep you on track.