Why content is important for your website and how to get started?

First, let’s start with what exactly is content (specifically websites). Content is important for your website. It includes information on landing pages, articles, product descriptions, and text on CTA buttons.

Regularly reviewing and updating your website is important. This helps provide value to your users. It also gives them a reason to return to your site. Also, it’s necessary for SEO and your wider marketing strategy.

When creating or updating your website, the content on each page is crucial in turning visitors into leads.

A website with a few pages and a neglected blog is just not going to cut it. Simply posting on social media isn’t going to be enough either.

You NEED a content strategy

Your website needs to be a key part of your online marketing strategy in order to stand out and compete effectively.

Here are a few reasons why a content strategy is a must:

Building trust with your customers by demonstrating knowledge in your field or industry. Once you have built that relationship with your viewers they will reference you to other potential customers. It will also allow them to familiarise themselves with your product or services and build trust before making a purchase.

Demonstrate your industry leadership by consistently sharing content and showcasing your company’s knowledge. This will increase engagement and encourage users to revisit your site for updates or to verify information.

Search engine optimisation (SEO) is crucial for websites to rank higher on Google and other search engines. Platforms prioritise websites that regularly update their content to improve user experience and add value to their services. By regularly updating your site, you can improve your chances of search engines rewarding you. The more concise and engaging your content is the higher your site will rank.

Many companies release campaigns or increase PR efforts to drive traffic to their website. However, sometimes the website is not updated, useful, or engaging as the marketing. Ensuring that your website aligns with your marketing efforts is important.

Make sure your website aligns with your marketing efforts. Using social media is important to attract visitors. However, the website is what converts leads into paying customers. If the website isn’t up to scratch with the social media visitors may not trust that the product or services are genuine.

Now you have the why, lets discuss how

Creating content may seem overwhelming, but don’t let that put you off – we’re here to help you break it down.

Lets start with your customer, at the end of the day that is who you have built a website for. First, let’s build a persona, you can check out how to do that in this article.

After creating at least three personas, consider how the website can be useful to them. Think about which pages they would be most interested in and what information will capture their attention.

Be led by data too, are your customer types likely to check your website on their mobile phone or desktop? The layout of the content is important. Videos or large photos can slow down the website load on a phone.

Areas to focus on include product or service descriptions, about the company, case studies, location and the team. Before you create content like blogs, news, press releases, resources, insights, or research, take the time to review and optimise it.

There are many chances to make improvements before sharing it with others. This can help ensure that your content is effective and engaging. By reviewing and optimising your content, you can increase its impact and reach a wider audience.

When optimising these areas, it’s important to focus on your target audience while also considering the impact on SEO. Try to be thoughtful with your keyword research, think of search queries that users might search for and back up your content with reliable sources.

Here are some basics to get you started: 5 SEO Basics

Your website is fully optimised and ready for the fun bit – Content Collection

When thinking about your personas, consider what kind of content and format would be most helpful and memorable for them. This will increase the likelihood of them remembering your website in the future.

Here are a few ideas:

Blog posts – great for a mixture of content often used for articles that share tips and industry updates.

Resources or research – these are great for providing your viewers with takeaway content like whitepapers, ebooks or research papers. This content is ideal for creating a lead generation campaign. It is valuable content that can be exchanged for information.

Webinars or demos – are video content that can be more personal and engaging.

News or Press – if your services or organiastion is featured a lot in the Press, or features in publications etc then this section is a great archive for these pieces.

Case studies – are excellent for demonstrating projects or solutions your company has delivered for a client. This is where you an really showcase your company’s value and include testimonials.

If you are having trouble creating or maintaining a content strategy, there are many resources available such as Hubspot. It may also be a good idea to consider bringing in a marketing agency for support.

Here is an article that can help you understand your website’s objectives too.