Content strategy is a vast topic and an incredibly important one too. If your site is void of content, there’s just no point in having a website. The reasons for producing content may vary from one website to another, but the one reason that always pops up is that of getting your site noticed and offering your user information that they are more likely to share. If you don’t have content, the bot’s won’t love you and your site is less likely to rank. So content forms a big part of optimisation. Have a look at some of our best tips to aid your own content production.
Just be yourself, and step into your user’s shoes
Firstly your site is a reflection of your business and most importantly you – the person behind it all. It is up to you to define what it is that makes your business unique, why people would want to visit your site and who are these people. These people need to be spoken to in the specific tone that resonates with and engages them; be it serious or humorous, and what level of literacy would they most prefer.
Keep it relevant
Everyone one loves the sound of their own voice and the whisper of their name, but that doesn’t mean the content on your website should detail your life story. Keep your content up to date, based on current events, based on seasonal topics and very importantly brand related. That’s not to say that you should write from someone else’s perspective, but you do need to find a balance between relevant topics and your opinion. People will read your blog because your opinion is relevant and well informed, and they rely on you to keep informed by doing a lot of research and referring to opinions of other knowledgeable sources. Don’t make stuff up on the fly and expect people to lap it up. Firstly it’s immoral and secondly it is not going to do you any favours in the long run.
What kind of content?
There’s more than one kind of content? Did we forget that people really enjoy watching videos? Videos are one of the great and largely untapped resources which are often neglected. It’s very easy to say I don’t know how and just never attempt it. The thing is though, videos are often much more engaging that regular articles. It is a more passive way to absorb content, which I personally love to be on the receiving end of. Because I am lazy, and I know I’m not alone here.
Another thing we forget is images. As with videos, great product photo’s often get shared, taking on a life of their own, spreading the seeds of your great content for all the internet to marvel over. It IS worth it to employ the talent of a great photographer rather than using the more seemingly ‘economically viable’ stock images that we so often see.
The words of an insider are still the most common form of content, and rightfully so. That’s not to say written content is boring, it just sits in the brain of your user differently than that of a video. Just as with videos, the sky is the limit when it comes to writing content. A few different kinds of web copy that are often a hit are; how to guides, FAQ’s, lists and the typical 5 W’s and 1 H (what, where, when, who and how) which answer the questions of users. With the most recent Google update, Hummingbird, the answering of questions and conversational tones tend to rank better than more seemingly one-sided content.
Following on from this discussion, we will talk about:
Adding a comments section
Testing your content
Optimising your content
And voila! You will be a master content producer… sort of. Practice makes perfect right?