If your target keywords are highly competitive, content strategy can provide a great way of sidestepping the issue, to grow your online audience.
Whilst the homepage of a website is undoubtably a strong entry point for a visitor to land upon, there are many other opportunities to explore when planning your content.
Therefore, at the start of a web project we always look to carry out the following actions:
- Understand your target audience, and what is driving them to find your products and services.
- Produce a diagram of all your content types, identify the rationale and value behind each one.
- Design your website using content strategy as the foundation to ensure we achieve a highly effective user experience.
Hints & Tips
Here are some examples of how content strategy can work on your website.
Many products and services are solving a problem. Lots of people could be searching for that very problem online. Brainstorm problems that might lead someone to need your solution, and start writing articles about them.
If you have FAQs on your website consider splitting each Q&A onto an individual web page. Individuals searching for those questions will then find their answer on a clear focussed page, rather than in the middle of a long list.
If your offering is applicable to multiple sectors why not begin authoring content that covers the specific detail (and any case studies you have) relating to each sector. Not only could this get more traffic, but it would also provide a more personalised experience.
Champion the Individual
People in your business have their own personal brand, so champion them. There are scenarios where searches for an individual name can lead a potential customer to your business. It's also a great way for your team to feel valued if their image is well presented on the website.