When I approach a content project, I always consider who a piece of content is for, and what they should take away from it. Content strategies take this approach, but from a much lager level.
Onsite Content Strategies An onsite content strategy is a great starting point prior to a website redesign because it considers how your site is being used currently, and whether it meets the needs of 1) your business and 2) your users.
To accomplish this, I analyze:
Site usage data from Google Analytics, and any other third party data you may have.
A select number of competitor websites, when appropriate.
The current website messaging and navigation.
How your site can better funnel traffic to conversion pages.
How your site can better meet the needs of its users.
The end result is a report that provides:
Suggested revisions to your website’s navigation.
Suggested revised calls-to-action and traffic funnels.
Suggestions for additional pages and content.
Suggestions for your designer.
The end result is a roadmap for your designer and content teams to come together to build a website that works for both your users and your bottomline.
Offsite Content Strategies (Link Building & Brand Building) Offsite content, such as content created for industry sites, consumer blogs, and social media platforms, can go a long way to expanding your brand’s reach. This is helpful when it comes to link building (which is good for SEO) and brand building (which is good for your business).
It’s best to approach offsite content strategically – focusing on the content publishing opportunities and platforms where you’re most likely to attract the attention of your ideal customers.
When I produce an offsite content strategy, I analyze:
Your site’s inbound traffic, and where your links are coming from.
Your competitor’s inbound links.
The publishing opportunities in your industry, including blogs, niche magazines and social platforms.
Once I’ve identified publishing opportunities, I provide a list of suggested topics that will work best for these platforms. Then, we can begin creating the content that will represent your brand offsite, thus building links – and your brand’s reputation – organically, one piece at a time.