Understand The Path
Having a web content plan or having clear content paths and directions for your website content should be second nature to anyone with a website. But it is not. It is a haphazard mixture of often sporadic, non related, or non existent content. And even when it is there, no one is evaluating what it is doing for the website and the business. I wonder how many companies have an organized strategic plan for their content.
Many shy away from it, not realizing how to organize or even begin to utilize the potential impact of good content. If you are interested a good question to ask is:
What are your website goals?
Maybe a better question is:
What are your marketing goals?
If you can answer either one, then now have the goal of what your content should be used for.
Picture your content as roads, bridges, and tunnels potential clients and visitors will utilize and intersect to reach their destination. You better make sure they make a clear path THROUGH your website if you have any hope of influencing consumers.
A simple exercise
Here is an oversimplified example
Say our website is for a seafood restaurant and we have been told we have to have content. Our goal for the business or website is to get customers to come in to eat seafood at our restaurant. More specifically our goal in this sample is
Find seafood customers and attract them to our restaurant
Now our content plan will reflect this. Our content:
- Should target people looking for seafood
- Should target people in our general vicinity
- Should target topics seafood restaurant goers consider when they go to a seafood restaurant
Again, we will have to be a lot more specific when we actually begin laying out our content topics but we have a key overall goal now
Our content will target restaurant goers looking for seafood in our area with an emphasis on topics they look for in evaluating what to eat.
Article written By Michael Saks