How to Make a Perfect Content Strategy for Your Website

Step 1: Determine Business Objectives

Premium-level content will impress your visitors, but that’s not the main purpose of your small business website. On the contrary, the point is to determine tangible business objectives and craft posts that can help you reach the end zone. Two business objectives are particularly important here:

• Raising brand awareness: First of all, you want to reach out to as many consumers as possible via search engines like Google and Bing.
• Driving conversions: Once you grab the attention of the target audience, appealing content will lead visitors down the sales funnel and convert leads into customers.

Step 2: Identify a Buyer Persona

Who is your average client? It’s a critical question because the entire content strategy will orbit around a highly specific buyer persona. If you answer this question correctly, you can quickly set the most appropriate style and tone of your content. Think about the following characteristics of a website visitor:

• Demographic features such as locations and age
• Education and readability levels
• Average income
• Purchasing habits
• Personal interests, leisure time activities, and hobbies
• Relationship status

Step 3: Start with the Basics

The first two steps are only the introduction, but now it is time to begin creating the actual content. We suggest starting with the basics that all high-authority websites must include. This is what we are talking about:

• Homepage: A homepage represents an anchor of your website and the first thing most users will see, so it has to be really impressive.
• About: This page should help visitors figure out who you are and what makes your company so special and worthwhile.
• Prices: Allow users to see your products and services along with the corresponding prices.
• FAQ: You don’t want to waste time answering millions of business-related inquiries, so it’s always a good idea to create an all-encompassing FAQ page.
• Contact: Another important tip is to enable website visitors to send you a message or give you a call.

Step 4: Come Up with a Content Calendar

Writing a few posts for your website is relatively easy, but what about making hundreds of articles, podcasts, and videos? Content creation is a serious project that forces small businesses to come up with a long-term content calendar.

Successful marketers tend to design annual schedules with detailed content creation plans. You should try to do the same thing, but the least you can do is create a quarterly overview of topics for the company website. Apart from evergreen topics, remember to dedicate special posts to seasonal events, holidays, product releases, and events relevant to your business and the target audience.

Step 5: Plan Your Content Formats

Website content comes in all sorts of formats, including textual, audio, and visual posts. In such circumstances, you better learn what sorts of posts the average visitor is eager to see and structure the content strategy accordingly.

Although you should opt for a versatile content creation plan, make sure to spend most of your time crafting content types that your target audience really enjoys. For example, CEOs and decision-makers enjoy reading textual posts, while younger audiences prefer video content. The good thing is that you can choose from a whole bunch of options:

• Blog posts and articles
• Images and inspirational quotes
• Infographics, charts, and tables
• Memes and animations
• Industry reports and analyses
• Audio podcasts
• Videos
• GIFs

Step 6: Write about Interesting and Relevant Topics

Step six is all about identifying topics that are both interesting and relevant to the typical website visitor.

Bear in mind that most people consume business-related content because they are looking for solutions to a specific problem. Therefore, you must try to discover users’ pain points and create educational and informative content that really helps them solve everyday problems. We are talking mainly about how-to articles, tutorials, manuals, and step-by-step guides.

There is a way to make the ideation process a lot easier – use a tool like Google Trends to see the most popular topics in any given location and timeframe. That way, you can see what the audience is hoping to learn and make posts that match the most frequent search queries.

Step 7: Create Website Content

The steps we discussed so far should help you to finally start creating content for your small business website. Most companies choose one of the following solutions:

• In-house content creators: If you can afford to add a full-time content creator to the team, you should find a creative individual to learn about your business operations and craft fresh posts 365 days a year.
• Outsourcing: The second option is much more common because small businesses don’t have enough resources to deal with content creation autonomously. Outsourcing is also a safer solution because you know that industry professionals will be in charge of creating content for your website.

Big Site Media Will Make the Content Plan for You!

Does content planning sound a bit too overwhelming? Do not worry - Big Site Media provides website design services and assists you in crafting the best content creation plan from start to finish.

All it takes is to send us a message and fill out the questionnaire. We can also provide one-on-one consultations if you need to clarify your ideas, so feel free to give us a call right now!