It’s time for the 6th part of our blog series, A Video Marketing Guide To A Better Website – and to those of you who’ve written in thanking us for providing you with such a helpful tool, you’re welcome! We appreciate your readership. Now, without further ado, let’s move on to the next phase: Content and Optimization.
Developing content for an entire website can be a daunting task. Let’s take a moment to define Content. Content is not limited to text on a page; it comes in a variety of forms, including:
- Page copy
- Case studies
- White papers
- Online presentations
- Newsletter downloads
- RSS feeds
We recommend the following steps to help organize your content creation process:
- Reference the Content Audit Spreadsheet you created earlier (see Pt. 4). This will remind you of the pages that need to be edited vs the pages that need all new content.
- Create a Keyword Map, which assigns each website page a priority keyword (or two) for which it will be optimized.
- Define the tone and style of your content. Will your content be formal or informal? Conversational or salesy? Simple or elaborate? Remember, this decision should NOT be made based on your personal preference; it should be made based on what will resonate best with your audience.
- Create a Word doc for each page of your website, with section blocks for the following:
- Page Name
- Page Location within the website
- Page Title
- Meta Description
- Images with Alt Text
- Main Headline
- Body Content
These Content Sheets are designed to help writers and editors organize content for the most important features on a web page. They also simplify the process of uploading content into the CMS by housing everything that needs to be added in one place, from which it can easily be copied and pasted.
- Identify your team’s strongest writer, or hire an outside professional, and assign them the task of creating all the content (mainly copy) for the website. While it might seem logical to divvy up a large writing project amongst a group of people, you’ll quickly realize this is not the most efficient process. People have different writing styles and write at different levels. Your website copy will lack uniformity and a consistent message if multiple authors are used, and at the end of the day you will probably end up rewriting most of this copy as a result.
- Your copywriter should have: advanced technical and creative writing skills, a thorough understanding of your product/service offering and how each element fits into your big-picture value proposition, a firm grasp on the brand messaging you are looking to convey to each of your audiences and a good understanding of how to write and structure content for websites.
- Be sure to provide your writer with all the necessary resources, reference materials and internal expert contact information they’ll need.
- Instruct the writer to put all website content into its corresponding Content Sheet, which you created in the previous step.
- Review and edit all submitted content to ensure accuracy, proper messaging, priority keyword integration, consistent voice and correct tone.
- Optimize each page’s:
- Page title (less than 60 characters)
- Meta description (less than 150 characters)
- Image alt text
- Page copy
Optimization is typically easier to do after the content has been created. Make sure to Optimize around the content on the page (e.g. Don’t force keywords into page titles that aren’t relevant to the content on the page).
- Link page content to referenced, or related, pages.
- Review internally for proper messaging and accuracy, and to ensure there are no typos or grammatical errors.
And there you go! A pretty exhaustive list on how to get your Content and Optimization done right! The next blog in our series will cover the actual Site Build-Out and Quality Assurance. Remember – your story starts here!