web-content

Web Content Strategy Basics

*UPDATED March 2019*

The most notable change affecting web content strategy since this article was published has been the incredible (and foreseeable) year-over-year increase in mobile traffic to websites. Mobile users are now responsible for well over 50% of website traffic globally, and even more within the US. In years passed, the mobile take-over of our digital world was merely an educated projection. Business owners could afford to be stuck in their ways for the moment without too much of a negative impact on their business, but this is no longer the case.

Forming your web content around a mobile experience is now a necessity, not a recommendation. As a result of this growth in mobile usage, we have also seen a decrease in the average user’s attention span, giving business owners and marketers an even more narrow chance at converting a new customer. This has caused business owners and marketing reps to create content based around both smaller screens and much smaller windows of interest.

MAIN ARTICLE:

What is web content strategy?

In it’s most basic form, content strategy with regard to your website defines the way content is planned, created, shared, curated and archived.

Whether you are a small business writing a few blog posts a month or a large corporation making hundreds of posts per month, a solid content strategy will help to ensure your content team stays on track.

Below is an overview of the different components of content strategy. If you have any questions please don’t hesitate to contact us!

Web Content Strategy includes:

Current Analysis

  • Compare your site’s content with the competition
  • Objectively identify strengths/weaknesses
  • Determine present message
  • Explore needs of niche
  • Information architecture investigation
  • Set goals based on information obtained

Planning

  • Clear vision of your brand and voice
  • Budgeting
  • Marketing methodologies
  • Identify content sources
  • Content production workflow
    • Staffing
    • Working within WordPress as a CMS
  • Metadata organization
    • Categorization, tagging, heirarchical structure of content
  • Design/UX

Content Creation

  • How will content be obtained
    • Copywriting
    • Syndication
    • User created
    • Other
  • Graphic Design
  • Visual – Video, Images
  • – Social – FB, Twitter, LinkedIn, etc.
  • Content QA
  • SEO

Maintenance

  • Re-Analysis as needed
  • Periodic auditing of published content
  • Analytics tracking and reporting
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