A solid website content strategy, in my opinion, is the most powerful ways to generate traffic, authority, and attention to your site.
The usual approach to creating is to “just get something out there”.
After experimenting with the idea of letting a project mature, I want to further entertain the idea of this idea that your ‘content is your product’.
Why a Website Content Strategy Matters
Value of a post is the direct result of its relevancy to the reading reader.
Further stacking this value through synchronous content is a subtle but powerful way to create wildly popular content that people will share.
A post series, for example, is a synchronous set of content that relates to one another; no matter where a visitor begins in the series they will be able to fully understand the scope of the topic.
On the flip side, content that bounces from subject to subject may only be as valuable as what a visitor wants to learn that day. This may be evident on your site when a post receives dozens of comments and the newest barely makes a flutter.
Some bloggers put in effort to always craft a website content strategy.
If you look past the post and, instead, at how one another link together you will notice that there are entire weeks that are completely planned out in advance.
Once a reader reaches the end of the line for the strategy they are given monumental posts pulling from old content and links to relevant internal posts as resources.
Many use this strategy — you may not even notice.
Since Google wants us to write longer content, content creators have made the effort to change the mindset of readers away from the usual one-and-done posts into a long-term strategy that continues to multiply its value. The content syncs with the last (and upcoming).
In fact, there are many amazing marketing strategies being unfolded right in front of your eyes that you may not be aware of.
If you were on an email list, you will see the amount of value that was given leading up the launch of online courses. After the course was created, list owners immediately began promoting a smaller course for those that couldn’t join.
Do you think this was on a whim?
Certainly not. It was a strategy.
A (Sort Of) Website Content Strategy Template: Four Fundamentals
So now that you see that a content strategy can be the difference between a visitor digging through your content and one which becomes engrained within your story, we’re going to build our own – does that sound good to you?
Remember, developing a content strategy brings these benefits:
Properly schedule what needs to be done vs. playing it by ear.
- Sets the stage for a marketing campaign (whether subtle or not).
- Stacks value to keep a visitor engaged.
- Increases the likelihood that someone may subscribe.
- Opens the possibility to craft a product (more on this later)
The following will be completely dependent on you and your community, but these are the fundamentals to creating a website content strategy that has worked for me (and others that I’ve observed):
Discover your Most Valuable Action.
Your most valuable action will be the one that gets you closest to your goal. When you’re developing a content strategy you must think of where you want to take your visitors.
Blindly leading them through post after post, jumping subject to subject is like a car without a steering wheel: it goes but not in any direction.
Think deeply about what you want visitors to do once they complete the scope of your content; think of this as the climax of your movie.
Balancing Your Work Load.
You may never realize this but your workload plays a very important aspect of developing a content strategy. Without proper timing and time management, you will be forced into falling back to writing content which does not sync with one another simply because you must ‘fill the void’.
Quite literally: you need to set aside time to not only experience what you plan to cover but enough time to craft your content.
Think in Tiered Production.
When you get down to the nitty-gritty, you’ll need to think in tiered production. One post must play into the next while synchronously drawing upon the last.
For example, I am writing this post in relation to the ‘maturity’ strategy (see prior link) because of the underlying factor that content takes time to develop and reach its fulcrum.
Don’t just think of your post as content either; think of it as a milestone in what you want to cover which eventually leads a person to a valuable action in the end that benefits both parties.
Broaden your Media Scope.
Don’t think of your content strategy in just terms of just one media platform either. Consider how powerful video can be to add additional value to what you’re covering.
Use interviews to reinforce your authority on the matter and build your expertise by sharing social media proof with images directly from your experience with the topic.
Always remember that people learn through different mediums; some prefer video, others audio and many just want text. Don’t limit yourself to a single source of media because all of the tools required to explore each are freely available online.
In all, look at your website content strategy like a map as if you were launching a product.
From the beginning, you’ll think of what you’d like to offer and to whom. Afterward, you’d think of how to best approach your ventures while simultaneously explore options of adding values to both parties.
Finally, you’ll find the best vehicle to share your venture completely dependent on your own drive and what the community wants.
If this doesn’t make sense or is too heavy on wording, think of it like this:
Find the topic > Explore your Options > Create the Content > Set the Platform > Create Action
To further explain this…
An Example of My Content Strategy
I take two approaches to my Web content strategy:
- A list of immediate, most valuable action items
- A Content roadmap for relevancy for my posts
As some may know, I write for a handful of clients aiming to change the game in the world of content.
My freelancing is a venture but I’m drawing upon the experience as content here on Murlu.
- Many articles introduce me to new subjects creating an interest to explore them further
- I find myself reviewing products and services I later use in my campaigns
Additionally, I’ll map how I would like to direct the content on Murlu based on what’s happening with the business and the influence from the community on Murlu toward the venture.
To explain what’s going on:
- I have a set of actions which will take me closer to my goals
- I have a roadmap of how to take my experience and turn them into Murlu posts
- I have spin-off content strategies which further extend the value of posts
- I have optional goals of product creation
Breaking this down:
The services I am selling through freelancing will influence the content I plan to create on Murlu as I’d like to cover the experiences I’ve had with the process. I would like to cover how I package these products, distribute them to paying customers, and how to replicate this result through a tutorial post.
I then look at how each Murlu post can tie into what I’m doing with my business blogging to inspire and push me toward the next stage of my ventures. Current business journal entries not only share proof of my work but they also add pressure from the community to continue (in a very good way).
Finally, I look at the possibilities of creating a product related to what I’m learning and teaching.
Depending on the feedback from the community this may be launched, maybe not. Other factors such as my ethics about free content also play an important role (I’m a firm believer that I should give away as much content as possible).
This may all seem like a marketing campaign for my services — I’m not going to sugar coat it:
There are certain elements in the overall content strategy (maybe generating enough interest where you check my work and inquire services). But, it’s predominantly to leave those options open even if they aren’t pursued. Most successful website owners take this approach whether you know it or not.
Applying a Website Content Strategy to Your Work
You may have some of the same characteristics and quirks as me: I often put myself into situations (good or bad) to have an experience rather than simply researching it.
In many ways, it’s Gonzo blogging (mad shout out to Hunter S. Thompson – I miss you!).
I’m not telling you to put yourself in the direct line of fire to get the scoop on a story but in many ways I am. Think of your story as to where you’re taking people with your content strategy. Live it and you will gain more credibility, authority, and expertise than you can ever gain through research alone.
Overall, look at what you’re currently doing with your content.
If it’s a jumbled mess of content that doesn’t truly relate to another then you lack a content strategy (unless you’re just completely going nuts and have a controlled chaos of a plan – who knows).
For those attempting to make the maximum amount of impact:
- Align your personal ventures with your content
- Use your website content as a platform to push your personal ventures forward
It’s a symbiotic relationship.
So, right now, begin sketching out where you want your content to move your community. Develop your website content strategy — use it as a platform for your ventures.