All web site designers realize how complex content strategy is and how difficult it is to achieve the desired results. This is because, although the content in a website may be creative and well-written, if it is not strategic, it just will not work!
When writing content for a website one has to realize the audience is in a different state of mind with respect to the person writing the article or piece. This is why it is essential to gather information about the readers likely to browse a website. Find out whom they are, where they live, the extent of their knowledge about the website’s niche, what information they are looking for and how they go about searching for it. Once you know all these factors, then you are half way to success.
This, of course is not the only issue to keep in mind as content strategy involves other key elements, including content analysis and SEO optimization, but once you know what to write it does help tremendously.
The first step to take when preparing your content is to form an initial draft with the aid of your colleagues in which you should agree on a statement of purpose. Keep this record somewhere you can see it, so as to remind you where you should be directing your content. Think about issues like: what is it you wish to develop with your content? Will what you are writing help promote the products or services and be useful to potential customers? It is useless to put content online if it does not help anyone, neither readers nor the business whose website belongs to.
Now that your aim is clear you should start developing your key messages. These are used to communicate your message to as many readers as possible. As with your statement of purpose, write down your key messages and keep them under your view at all times, and then start adding these to your content as frequently as you can.
Knowing what your readers want, is possibly the most difficult part of the job and of course the most important. By asking yourself a few questions you may come up with some good solutions. How will readers react to your content and what are they likely to ask you? What effect will new occurrences have on the company or change the promotional messages? If you want to find the answers, the only way is to keep up with the trends in your niche as well as the fast-evolving ones of the web. A feedback area on the website will help you find out what your potential customers are after; this is a great way to anticipate their needs.
Your last step will be planning. You need to plan everything from editorial needs to content distribution as well as many other plans for each different procedure of the website’s development. All those who work for you should be aware of the plans you have drawn out with the help of the other members of your team. With a clearly defined plan for each step of the website’s development you will avoid bad surprises and time wasting.
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