Web content drives E-commerce. Here's how to develop a content plan that will work.
If you want to succeed online, you need to have a stellar web content plan. However, if you know nothing about web content, it can be tough knowing where to start. If you keep reading, though, you'll learn that it actually isn't that hard to get started. That's because this post will teach you all that need to know about creating a stellar web content plan. You will discover the various tactics you can use to create content that will promote your brand and generate customers.
By the time you're finished reading, you'll know exactly how to make your company visible across the internet, with the help of an awesome web content plan.
Always Think About the Needs of Your Audience
If you want to create a stellar web content plan, you first need to think about the needs of your audience. After all, it will be your audience that decides whether your web content is stellar or not. A lot of what we're going to cover in this post relates to unearthing different ways you can discover what your audience wants.
If you ever feel like adding to your content plan (using your own tactics), make sure you always relate your ideas back to your audience needs. Doing so will reduce the odds that you are wasting your time on poor strategy.
Think About the Buyer's Journey
When creating web content, it helps to have a holistic approach. You can do this using by creating content that targets different stages of the Buyer's Journey. The Buyer's Journey dictates that people will go on a journey before they actually go on to spend money with your company and become a customer.
It is made up of three parts
• Awareness - people know something is wrong but don't know what. Alternatively, they don't even know that they have a problem.
• Consideration - people know they have a problem are looking for the best solution to their problem.
• Decision - people have decided on a solution and now they're trying to find the best offering, in relation to a specific solution.
Mapping Your Content Plan to Each Stage of the Buyer's Journey
It can be tempting to create content that targets only the Consideration and Decision stage. Especially since this is where people are most likely to spend money with you. After all, if you create a piece of content titled, 'Best marketing agency,' and rank this on the first page of Google, you can generate a lot of customers.
That is because people in the Decision stage (those ready to spend money), will be typing that into Google when they are looking for a marketing agency. But, it can be difficult to rank content for such a keyword. This is why it is a good idea to target other stages of the journey too, more specifically the Awareness stage.
If you run a marketing agency, a piece of content targeting the Awareness stage might be "why your website isn't generating customers". For a marketing agency, those in the Awareness stage are likely wondering why their website isn't generating customers. As a result, they're searching Google for answers. These keywords can be a lot easier to target in the search engines. This means that you will be able to get results from your web content plans a lot faster.
If you have a good sales process in place, it also isn't that hard to turn these people into customers. People who read your Awareness content might sign up for your newsletter. When they have, you can reach out to them and sell them on your services.
Look at What Has Worked in the Past and Make Something Better
You can also look at past examples of successful content, to help you decide what you need to include as part of your web content plan. There are a couple of ways that you can do this.
The first step is to take a look at content, related to your niche, that has been widely shared in the past. Once you've found something that has achieved a lot of shares, you just need to think about creating something even better. When it comes to creating better content, we're typically talking about creating something that is more in depth. This means you might increase the word count or you might add some more relevant images, that help explain the topic in more detail.
The other way you can do this is by taking a look at what is already ranking on the first page of Google, for your chosen content idea. Say you want to create a piece of content around the topic of "how to build a shed". What you'd want to do is head over to Google and take a look at the content that is already ranking for this term. You'd then go about creating something better, using the methods mentioned earlier.
We'll cover this in more detail later, but you could also consider taking a popular blog post and turning it into another format. For example, you might take a popular blog post about a certain topic and then create a video. Doing this can help a lot because other platforms outside of Google Search can be somewhat less competitive.
Figure Out What People are Searching for
Another tactic you can use is to create content based on what people are searching for. It isn't hard to create a stellar content plan if you can map your plan to what people are already looking for, in relation to your industry.
Luckily, you can use a tool known as the Google Keyword Planner, to help you figure out what people are searching for. This is a free tool, provided by Google, of which is designed to help people using the AdWords platform. The good thing about this tool is that it will list out some of the common keywords that people are typing in, based on a certain topic. It will also provide you with the search volume, for each of the keywords listed.
An additional bonus provided by this tool is the "Suggested bid" data. This data lets you see how much it would cost if you were to place an ad that targeted that keyword. The more a keyword costs, the more likely it is going to be that the keyword generates customers. As a result, you can use this data to figure out where you should be focusing your attention if you want to generate the most customers with your content.
Use Various Formats
With modern day content marketing, you don't have to focus on just one format of content. People are spreading their attention across different platforms. So it makes sense that you'd create content for all these different platforms. The easiest way to get this done is by repurposing your content. This means that you take an existing piece of content, and turn it into another form. You might take a blog post and turn it into a Podcast. Or you might take a Podcast and turn it into a YouTube video. You may even want to take a blog post and turn it into a SlideShare presentation.
When developing your content plan it is important that you focus on consistency. If you do not adopt a consistent approach you are going to get lacklustre results. Consistency can be hard to maintain, as it takes time to achieve results with Content Marketing. You may feel discouraged earlier on and abandon your content plan.
To improve the odds that you are going to produce content consistently, put all of your content production ideas on a calendar. Make a strong effort to hit all of the targets you have laid out on the calendar, even if you don't seem to be achieving any short-term benefits.
If you are having trouble consistently producing content, then think about hiring someone to help you create your content. A good writer can take the strain of the content production process. They will give you a chance to focus on the bigger picture so that you can think about how to create a content plan that will drive results.
Ready to Get Started?
A well thought out web content plan has the power to transform your business. This post has laid out some the things you need to think about if you want your web content plan to deliver great results. A lot of strategies have been covered here, so you may be overwhelmed right now.
What matters most, though, is that you pick a strategy and stick with it. If you can maintain a consistent content creation schedule, there's no telling how successful your content will make you.
Want to learn more about creating a stellar web content plan? Check out our website to get more information!