Content Strategy
"Content is King" is a popular phrase in the world of online marketing. What you publish, how well and how often, has a direct correlation to the traffic your website will receive from search engines and other sites who link to that content. Making a commitment to regularly publishing fresh, relevant and memorable content is essential to your online marketing success, and you will need a content strategy to guide you.
At Whole New Web, we look at the big picture of content strategy, asking questions such as:
-
What are your company or brand values, positioning, tone of voice, etc and how do these affect your content?
-
What content is needed? Who is the content for? Are there multiple buyer personas? Do you need to talk differently to each of them?
-
What is the source of that content and who is responsible for creating or curating it? What protocols are needed for guiding content formats?
-
Who will review, edit and approve it, and perform SEO on it? Who is responsible for keeping the content updated?
-
How and where will the content be available on your Web site?
-
What methods or tools will you employ to make sure your customers actually find it?
We also dive into the granular details of your current onsite content, looking at all the factors that search engines take into account such as Page Titles, Page URLs, meta keyords, meta descriptions, ALT Image tags, keywords used in site copy, Header text (H1-H5 tags), and the ways your site links internally. We will provide you a detailed report that will highlight very specific fixes in some or all of these areas that will improve your organic search rankiings.
If you've never articulated a clear content strategy for your website, or think your strategy needs reviewing, just complete the form to the left. Going through this process is valuable for new and exising sites.
Website Copywriting & SEO Optimization
Search engines don't fall in love with websites whose content is stagnant; they prefer fresh, relevant content that is regularly updated. If your site is little more than an unchanging online brochure, then it could be time to review and refresh it. This is particularly true if the content is outdated, not optimized for SEO, and not effective at describing your offerings in an engaging way to customers.
Whole New Web can work with you to identify opportunities to rewrite some of your webpages in order to make them more engaging to both humans and search engines. We may also recommend the addition of completely new webpages, or sections, in order to promote engagement and give you more opportunities to get found by search engines. Of course, all on-site content we developed will be fully optimized for organic search.
If you'd like us to review your site and suggest areas where new onsite content could improve your business results, complete the form to the left.
Blogging
Blogging is perhaps the best way to keep your website content fresh and interesting to search engines, while hopefully demonstrating value to your customers and others. When your corporate blog is fully integrated with your website, each post you make will be the equivalent of a new page on your website. And each new page increases your chance of being found online. It's not always possible to have your blog on your company's main domain, but certainly preferable. If you don't have a blog, we can help you set one up and train you how to use it if you don't already know.
Whether your blog is new or existing, we can help you manage it. Our skilled writers and resarchers will perform keyword resarch, identify relevant topics, write original posts that will each contain a unique URL, Page Title, meta data, Alt image text, H1-H5 text, and in-content keywords to maximize organic search impact of every post. We can also promote your blog contain using social media, and build links to it from other sites that will confer authority on your content and add to your search relevance even more.
Complete form to the left if you're ready to get started blogging or need help doing it.
Premium Content Development
Your goal is to create remarkable content that your site's visitors will read, remember, and recommend. After all, when you come across great content, what do you do? You usually share it with friends using social media, or send them a link to it. That's what you want to have happening on your own site. Remarkable content is designed to cause others to share it and link to it. Of course, each link to that page improves your search performance.
What Kind of Premium Content Do I Need?
Your Premium Content needs will become clear as you develop a Content Strategy, and create a roadmap for the content you will develop over time as your Web site evolves to meet your customer's needs. Premium Content is a value that you provide to your site vistors and the community that surrounds your field or industry. Answering these questions can help determine your Premium Content needs:
-
What are your target customer segments?
-
What are the various "buyer personas" within each?
-
What needs do they have?
-
What problems are they trying to solve?
-
How can you bring value to them by sharing your knowledge and solutions?
-
What kinds of content could you create to document and share your knowledge with them that would be relevant, fresh, insightful, practical, useful, etc?
-
What content formats would be most useful to them? Examples include: Articles, Blog posts, Case studies, Contests, eBooks, eNewsletters, Original Research Reports, Podcasts, Press releases, Videos, Webinars, White papers, Wikis, and more.
By creating value-adding content you demonstrate your expertise to prospects and customers, and generate trust by sharing knowledge all the time, not just when someone buys something. Premium content plays an important role in lead conversion as well, because if your offer of content is compelling it could cause site visitors to register in order to download it, giving you the opportunity to try to develop a relationship. Of course, when you invest in developing premium content it should also be promoted and shared online, using SEO-optimized press releases and social media. We can build a complete campaign around promoting your premium content to make sure you get the biggest bang for your buck.
If you see how Premium Content could play a role in your lead conversion and link-building efforts, complete the form to the left to get started developing it.
Viral Video
Today, an inbound marketing program that does not contain video is considered incomplete. Why? Because video aids SEO (Google owns YouTube, don't they?). Video also can add credibility and accessibility to your online marketing when done right. Video Should Be A Part Of Your Inbound Marketing Program. So what does it take? While filming and embedding a video on your site may seem pretty straightforward, there is actually quite a bit more to it than that if you want to get the best results.
Online video best practices include keyword research & optimization, effective representation of your company, brand, products & services, viral and credible video of sufficient quality that enhances, as opposed to detracts from, your online reputation. But a great video that nobodyl ever sees is not worth the time and effort of producing.
Getting the biggest bang for your video buck also requires:
-
Knowing how to submit your videos to the most appropriate video sites with the highest page ranks
-
Incorporating your videos effectively on your own site
-
Effectively optimizing and tagging your videos for search
-
Promoting your videos on social networking sites, blogs, social bookmarking sites, etc.
-
Making it easy for viewers who liked your videos to share & promote them
Ready to get started? Click here to schedule a Free Online Video For SEO & Lead Generation Consultation!
Content Workflow
While we can play a role in strengthening every aspect of your content marketing, we strongly believe that your organization should take ownership of your website content development process in order to bring about a marketing transformation in the way you work for your long-term benefit. This means you need to develop a content workflow process within your organization, and define the roles and responsibilities and interactions of those who will create, update and manage your online content and marketing efforts. Whole New Web can train and demonstrate how to set up a content workflow that will show you how to develop search optimized content and then efficiently transform it into a variety of different sharable formats (doc, pdf, ppt, mp3, mp4, etc) and then efficiently share and promote it across the web on platforms that specialize in each content format. We can make sure your team is equipped with the tools and knowledge that they need to be effective. We also lead short training workshops on topics including SEO and Social Media for Business.
If you'd like to upgrade the skills of your organization and equip them to develop an efficient content workflow, complete the form to the left now to discuss a customized approach for your organization.