A successful content strategy for the web can elevate your marketing efforts and drive sales and business growth. Strong content serves as the foundation for all of your marketing initiatives, including your website, social media presence, email marketing campaigns, search engine optimization (SEO), sales interactions and public relations programs.

Engaging content sells your products and services, educates and informs customers and positions your company as a thought leader in your industry. This can shorten sales cycles, increase traffic to your website, generate highly qualified leads and improve conversion rates.

Components of a Content Strategy for the Web

The rise of digital and growth in online and mobile have expanded the types of content companies need to create as part of a holistic approach to sales and marketing. There are several types of content that make up an effective content strategy for the web, including:

  • PR Content – Contributed articles, press releases, company announcements, expert commentary on breaking news and trends, etc.
  • Social Media Content – Social media posts on LinkedIn, Twitter, Facebook, etc.
  • Website Content – Website and landing pages, blog posts, SEO content that’s optimized for search engine visibility, PPC campaigns, etc.

Walker Sands Digital is an integrated marketing firm with practice areas dedicated to PR, influencer and media outreach, digital marketing, SEO, PPC management, inbound marketing and social media marketing. Our comprehensive range of services and support position you as a market leader among your target audiences with compelling content.

Tips for a Successful Content Strategy for the Web

There are several critical steps companies must take to ensure their digital content strategy is effective:

  1. Identify Key Audiences and Create Buyer Personas: It’s inefficient and wasteful to create content before identifying your key audiences and building buyer personas. You will need to create specific content and messaging for each of your audiences. Buyer personas provide an in-depth analysis of your target customers and influence everything from persuasive messaging to sales materials to content strategy.
  2. Maintain Frequency: It’s important to keep up the frequency of your posts and continue to create fresh, high-quality content. This will help elevate your search results and build audience loyalty.
  3. Repurpose Content for Different Digital Mediums: You should not view content creation as a one-off project. Every time you develop new content, you must think about how you can leverage it on a variety of mediums. If you create a whitepaper, you also have the opportunity to break down the information into shorter blog posts, social media posts and even website content.
  4. Regularly Assess Your Content: It’s important to conduct periodic content audits to gauge the effectiveness and quality of your content. This can be a painstakingly long process if you are not experienced with conducting content audits, so it can be beneficial to enlist the help of a marketing services firm with content audit expertise.
  5. Follow SEO Best Practices, But Write for Humans First: It’s important to optimize your content for search engines to ensure you rank well on Google and other popular sites. However, recent Google updates have placed a premium on high-quality, authoritative content, so it’s important to write for your audience first and foremost, and keep search engines in mind as a secondary audience.

We take a tailored approach to developing a content strategy for the web for each of our clients. We know a one-size-fits-all approach doesn’t work for everyone, which is why we immerse ourselves in your business, understand your goals and unique business requirements to come up with a unique content plan to fit your needs.