Understand your audience and lead them to action.
As you begin to focus on your content strategy, there are a lot of questions to ask yourself about your organization:
- What is our website for?
- Who is our target audience?
- What types of content will be most beneficial for that target audience?
- What do we want people to actually do? What are our calls to action?
- What channels are best suited for our end goals?
- What is the overall workflow of our strategy?
These questions are a kind of a big deal. The answers to these questions will set the entire course of your content strategy. This is one of those situations that can greatly benefit from a brainstorming session with multiple minds in the mix. Relying on a single perspective can sink a strategy before it gets off the ground so get the best minds possible together in one room and talk through these questions.
First, consider the power of your website.
Your website is where any member of your target audience can interact with you at any given time, from your most engaged prospects to unknown visitors who simply want to find out more information about you and what you offer. What will be their primary call to action? What is it that you want for people to DO once they hit your website?
A well-executed website content strategy will inspire users to take pre-defined action: explore the site, fill out a form, contact your organization, sign up for your newsletter, etc. There are a number of measurable activities that you can direct your audience to which will further your goals as an organization. Strategically positioned blog posts, whitepapers, video, audio, and other types of content on your website will lead your most important audiences through targeted paths of action.
You will have to define your audience, however.
Understanding your primary and secondary audiences – their ages, genders, economic and education levels, what is most important in their daily lives – will allow you communicate more effectively and personally with them. Narrowing your focus to two or three audiences will also allow you to be significantly more targeted with your content. Many organizations make the mistake of trying to be “all things to all people” and, consequently, hopelessly fragment their message. Attempting to speak to ALL possible audiences dramatically decreases your ability to communicate powerfully with ANY of your target audiences.
Unlike more traditional formats, online content – especially your website – can provide an incredibly dynamic environment for your audience to access information about you. Users will read, view, and download content online at their own pace, based on their particular and unique interests. If carefully planned, website content can address many of your audience’s questions, seamlessly direct them to take action, and flawlessly communicate your brand – and it can do it all in a way that’s convenient and easy for them.
Are you ready to figure out how to get your content strategy up and running? If you’re not sure where to begin, we can help you build a beautiful website and develop a content plan that will put you on track to reach, engage, and grow your audience, both online and offline.