The key to getting better prospects through your website content is to make sure that it’s customer focused. Your content needs to answer questions and concerns that your customers might have. The more you put their minds at ease, the more likely they are to convert.
Here are 5 ways that you can go about doing this:
Step 1: Have a good foundation
You can’t expect to make huge moves in a space where you have a shaky foundation. Informational content needs to have a starting point which writers can work from. The most important aspect is to make sure that you understand your core product or service. This is vital because if you don’t understand it then how can you effectively communicate its value to someone else?
Next, you should make sure that your product or service fits into the right personas and purchasing journeys that customers might take. You don’t want to appeal to the wrong type of person or pus a product at the wrong point of a purchase journey.
Lastly, you need to know how your prospective customers are searching for your product. What type of intent do they have and what are the keywords they use?
Knowing these three things will allow you to position your product or service at the right point of a user’s journey.
Step 2: A content analysis
Your content should always answer questions. How do you know if it’s answering the right ones?
The best way to do this is to make sure that you have content for all possibilities. Find out what your content gap is by doing the following:
- Analyse the keywords in your ranking niche and group them into keyword buckets or themes. Have a look here at how to do keyword research.
- Create a list of all of the content that you have produced by URL
- See what the intent was of your content and do you give effective information on all of the possible keywords or phrases that you have found?
- Now match your existing content to each theme. Do you answer all of the questions in the space? Do you have content for each keyword theme?
- Update any old legacy content that has new information. Search engines love it when you show them that you are keeping your site information up to date. You might have some older content that could be renewed and could start to rank very well without having to rewrite something from scratch.
- Now that you have a better understanding of what you have versus what content you need, you can start to prioritise your content.
Step 3: Planning Your Content
Now that you know what content to produce, it’s time to figure out what needs to be written first and how that will be rolled out.
Create the content around topics that have larger search volumes first so you can capture as many users as possible from the beginning. You should have a content calendar set up so you know exactly what you will be producing and when and it’s a good idea to see if there are any events or holidays that might align with your content. As an example, you don’t want to be publishing content that talks about summer during the winter months.
Step 4: Action
Your company might have the capacity to create the content themselves which is ideal. No one knows your products or services better than you do. If you or anyone in your organisation doesn’t have time to do this then you will need to find a writer.
Content creators are not all made equally and it’s very important to find someone that has the right tone and writing style that will fit your brand. You might even want to find a writer that specialises in your own marketing niche. As an example, there are writers that specialise in the car or beauty industries. Ask them for examples of their work or some might be willing to give you a write-up on a topic of your choice to see if they are the right fit for you and your content.
Step 5: Measuring performance
It’s very important to measure ROI as content has the ability to get away from you. It can be very expensive and time-consuming, especially in the beginning with all of the research and effort involved.
Pay close attention to your keyword movements and see if the content is being shared at all across the internet. Users sharing your content is a clear sign that they are consuming it.