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Skip to main content. Improving the User Experience. Creating a Comprehensive Strategy and Governance The goal of content strategy is to create meaningful, cohesive, engaging, and sustainable content. It includes characteristics such as messaging architecture, intended audience s , and voice and tone. Focuses on the content itself, including mapping messages to content, content bridging, and creating detailed page tables.


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Content Lifecycle Producing compelling and sustainable content means that you need to understand and follow the content lifecycle. Best Practices for Creating Meaningful Content We have identified these best practices to help you create meaningful and relevant content. Content should then be created and structured based on that. Doing this will also help you with search engine optimization SEO.

A Simple Content Strategy Checklist for Your Website Redesign Project

Communicate to people in a way that they understand. Be useful. By being purposeful in the content that you include, omit the needless. Stay up-to-date and and remain factual.

Web Design Process Pt. 1 - Content Strategy

When new information becomes available, update your content or archive it. You have a responsibility to make sure that all people can access and benefit from your information. Be consistent. Following style guides, both for language and design, helps people understand and learn what you are trying to communicate. Be able to be found. Creating Cross-Channel Experiences.

Define Your Goals

Creating a User-Centered Approach in Government. Getting the Guidelines Up-to-Date. With this data, you can find answers to questions like these: Did you craft a blog post that brought on a huge spike in traffic? Did your users spend more time on a particular piece or genre of content? Did a piece of content garner a large number of comments or shares on social media?

Sharing on platforms like social media can be a great metric for judging how engaged your audience is. Ask yourself what types of content are being shared, who is sharing, which platforms are being used, and, most important, what content is converting. Below are the steps for how to find what content is converting:.

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Conversions: This shows you the total number and amount of conversions. They are from every traffic source, not only social. Assisted Social Conversions: In order for an assisted social conversion to register, a visitor must have visited the social media site once, though they may have used another traffic source before the last part of the conversion. Last Interaction Social Conversions: Visitors are attributed to this group if they came from social media and completed the assigned goal in the same session. Once you have this data, it will yield insights into the style of content that needs to be created in order to get conversions.


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Also, you will be able to decipher which social media platforms are working best. Take into account that some niches encourage sharing more than others, so compare your performance with those of competitors with a similar user base. If your content is part of a sales funnel, ask yourself which part of the sales funnel you are creating the content for. Content needs to be tailored to the specific audience at each segment of a sales funnel. Your content could be either attracting or leaking leads, so monitor its performance and identify areas that could be improved to stop users from dropping out of the sales funnel and areas that could generate new leads.

The quickest and easiest way to track leads is to use goals in Google Analytics. Value: It is possible to assign a value to the goal. For example, if you are selling a product for a specific price, you can add it here. Funnel: It is also possible to track a specific part of the sales funnel by adding it to the goal. For example, if you need to know how many people visit www. For most businesses, content generation ultimately should boost revenue.

Content Strategy for the Web, Second Edition [Book]

Therefore, if your content strategy is revenue-based, you will need to find ways to measure the amount of revenue your content marketing has generated. This will allow you to assign a value to a piece of content. Now, here is a picture that visually represents the four content marketing strategy metrics outlined above:. While data analysis can be an immensely useful tool, it gives you only black and white figures on a spectrum that encompasses a lot of subtleties. Access the rest of that spectrum by really listening to your customers.


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Your customers need to know they are being heard on social media, so ask them for feedback and suggestions. Also speak to other members of your staff to get a better understanding of the needs of your customers. Reaching out to your customers and responding to their feedback enables you to gather valuable data, and it also shows them that their opinion matters.

They incorporated search terms used on the web, people being followed on social media platforms, and views and interests expressed online. Using the data below, they dug deep and incorporated it into their communications, successfully giving audiences the right message at the appropriate parts of the customer journey. Find out more here. A sound content strategy and targeted content creation make up only the first part of the equation.

The final part is amplification of the content. To amplify your content, determine the places your audience is frequenting online, and then publish on those channels to reach them. Expect to encounter roadblocks and go through lots of trial and error. DigitalAdvertisingWorks specializes in all areas of search engine optimization, has clients in many industries, and operates worldwide. Save my name, email, and website in this browser for the next time I comment.

Getting to the core of a content strategy

Define Your Goals Great content is created for a specific purpose, and this purpose needs to be defined. The company divides the sales funnel into three key areas, and then lists the appropriate content asset types for each in the graphic below: Research Your Audience Your content strategy can be effective when you know who your audience is. Measure Your Results Measuring the results of your content marketing efforts is one of the most important aspects of developing an effective content strategy. Consumption Metrics This is the first layer of information you can gather when people view your content.

Social Sharing Metrics Sharing on platforms like social media can be a great metric for judging how engaged your audience is.