Let’s assume that you want to know something about the purpose of your next trip or you want to know which disease is indicated by specific symptoms. Where will you look for information? The answer is quite obvious, right? Online! You will probably just enter your query in Google (or another search engine). However, what makes the website give you these and not other results? Everything depends, among others, on the quality of the content that is presented by individual websites. That is why the question of how to create content for a website is so important! Continue reading to know more tips about how to create content for a website.
Now let’s reverse the situation. You are an entrepreneur. You want to reach your customers via the Internet. You want them to come to your website and then decide to buy your products. You need valuable content to make this happen. Their value must be doubly high – both for the recipients themselves (and thus your target group), as well as for search engine algorithms. Only this combination will translate into achieving marketing goals.
Why “content is the king”?
“Content,” or online content, surrounds us from everywhere. Regardless of whether you are looking for information or entertainment – you reach for the Web. On portals, company pages, in social media … It is impossible to escape from it. That is why the potential that lies in well-prepared content is very high. Use him!
Good content you create will allow you to:
● attract recipients
● encourage them to interact – and thus generate engagement,
● guide the recipient from interest and commitment to purchase – which will ultimately translate into your financial results.
By not creating it, you are going backward in business development.
Research confirms that good content on the website – in the right amount – translates into measurable effects.
● Content marketing brings 3 times more leads than traditional marketing strategies, and at the same time requires significantly lower financial outlays.
● Small and medium-sized companies that use content marketing tools gain 126% more leads than those who do not reach for them.
● As much as 61% of online shopping is the result of a user reading a blog entry or other online content.
● Publication of more than 16 entries per company blog per month allows a 3.5-fold increase in website traffic.
Proposal? Publishing content means business development. But beware. Not random content, but content published as part of a coherent and thoughtful strategy.
Planning and strategy – the basis of content marketing
No building, even the simplest one, will be built without a project prepared by the architect. No battle will succeed without a proper strategy. Following this lead, it can be said that no marketing strategy will fail if it is not preceded by thorough planning. If you skip this stage – instead of long-term results aimed at achieving your business goal, you will face … chaos and throwing money away.
What to consider when preparing a strategy? Everything – from the overall brand communication strategy, through the tone and style of content, their substantive content, to the publication calendar and text promotion strategies. Let’s go through this process step by step.
Specify the purposes for which you prepare content for the website
Content marketing follows similar principles as traditional marketing. So you need to start by pointing out what you want to achieve through content publishing activities. Your goals must meet SMART requirements, and therefore be specific, measurable, achievable, relevant and time-bound.
For example, your goal may be to increase the organic reach of your company blog by 30% over the next 4 months.
Characterize the target group
Your content is not created in a vacuum. You create them for a specific recipient – one who can turn into a customer. It is with him in mind that every sentence that you prepare must be created. The content should attract your target’s attention and be created so that it engages and increases the likelihood of conversion (and thus the recipient of the expected interaction).
For this to happen, you must know exactly not only why, but also who you are writing for. In this way:
● you will reach your target group more effectively,
● you will establish closer relations with your clients – this will increase the value of your brand and positively affect its perception.
● demographic features of your target group,including gender, age, place of residence, level of wealth,
● main needs and goals and interests,
● key issues they face, concerns and challenges.
Outline customer persona
In a perfect world, content would be created especially for everyone who visits your website. However, this is impossible at least for now. This does not mean, however, that you are not able to prepare them to meet the expectations of your target. The key to success is to create a “person” of customers.
What is going on? Put simply to outline the types of customers who may potentially be interested in your products. Usually, there will be several of them. A customer of a tramping travel agency can be, for example, a wealthy single over 30 who is looking for adventures, but also a managed 45-55 who is interested in getting to know the cultures of exotic countries. Each of these people will need slightly differently shaped content.
● give them a specific face and name them – this will help you to visualize the recipients,
● take care of precise characteristics – create sample biographies and answer questions about aspirations, expectations, and fears.
Although this process will take you a lot of time and requires an in-depth market analysis – the game is worth the candle. Thanks to this, the content will better reach those that they are intended to reach. Just.
Outline “customer path”
A long and, sometimes, very winding road leads from an interest in a topic/product to making a purchase decision and then finalizing the transaction. Your Content writing
is to be a kind of guide for the client who will lead them through the marketing funnel.
So you have to make sure that the individual texts:
1. made the recipient aware of a specific problem / reminded of a need or aroused it (for this purpose can be served e.g. landing page, social media entries or content created for AdWords campaigns, blog entries),
2. encouraged you to consider using your solution (providing arguments that will prompt you to buy or engage in other desired interactions) – for example, comparative tables, podcasts, webinars, and other specialized content,
3. led to making a specific purchase decision – this will be done e.g. by content informing about specific promotions, detailed product descriptions, and their benefits, etc.
Do not forget that the content must go hand in hand with the transparency of the content – so that the reader can easily find information that interests him without having to delve into the text.