What content should you be producing for your website? You’ve heard the saying: if you fail to plan, you plan to fail.
Your content strategy will depend on the nature of your company. A small, nimble startup has different immediate objectives than a long-established, local business.
An optimal content strategy is influenced by who your clients are, their business problems, and the length of your typical buying cycle.
WillingWords determines what content will best appeal to your prospective clients. We suggest a workflow to produce it, and methods of measuring how this content performs.
While every content strategy is different, there are several core elements to an effective approach. WillingWords will:
- Convert your business goals into actionable metrics
- Develop targeted buyer personas
- Define your online sales/lead generation process
- Translate your company values into your distinctive brand voice
- Conduct in-depth competitor research
- Create a sustainable, easy-to-follow content plan
Buyer Persona & Keyword Research:
Have you considered who your ideal customer is? WillingWords can help you determine exactly who you are trying to reach. We’ll then develop a content plan to specifically target this audience.
Do you know exactly what your customers are searching for? Keyword research is a crucial component of an effective content strategy. Does your website’s existing content use these terms? We’ll let you know what content is working well and what needs refreshing.
Content to Attract, Engage, and Convert:
You need content that is specific to users at the different stages of your buying cycle.
Do you have content that attracts users unfamiliar with your business? This content is designed to invite customers to your website and convince them that you understand their needs.
Do you have content that engages your customers? This content invites customers to learn more about you, your product, and how, precisely, you can solve their problem.
Do you have content that converts your customers? This content encourages users who have engaged with your content to take the next step and convert to buyers.
Your website needs each of these content modes and we’ll help you develop them.
A Data-Driven, Iterative Approach:
Every strategy needs to be flexible and responsive to feedback. WillingWords will implement an analytics solution that measures how your content strategy is contributing to your business goals.
Monitoring your analytics – appreciating how your potential customers interact with your content – is a fundamental part of assessing what’s working and what isn’t.
With an initial content plan and analytics framework in place, WillingWords will create a series of 90-day editorial calendars. This evolving plan schedules the creation of targeted content that builds your business.