How can I create content for my website?

“Content is king” is a phrase you must’ve heard time and time again. But what does it mean for your website? In this article, we’re taking you through the ins and outs of all things content - from what your website needs, to how to produce it and make it work for you.

Starting with your website

The stats speak for themselves - there are over 2 billion websites in existence. It’s no secret that every business needs one, but simply having one is far from enough. The key is in combining three key elements: website design, content and strategy. Before we delve into the strategy and content, let’s discuss design. First impressions can make all the difference. In fact, people reportedly spend less than 15 seconds on a website. There are several elements that need to be taken into consideration to ensure that your website displays your content well. That means the user experience, the layout, the responsiveness and adaptability of the website need to be up to par.

So, before we delve into content and strategy, begin with auditing your website - do you need a new one altogether, or will a refresh do?

Developing a content strategy

With content-first approach in mind, you’ll view marketing as an imperative part of your digital marketing and therefore an investment made on behalf of your business, both in terms of time and cost. It is an extension of your offering and key to attracting and keeping your audiences. With this in mind, you can develop your strategy.

Editorial processes are not only for publications. Having a monthly plan and schedule can help you with planning the production and roll out of content in a consistent manner. It should also be edited to ensure a clean presentation and to avoid mistakes which diminish the effectiveness of the content. This should incorporate the various types of content you’ll be publishing. This includes guest posting, as well as eBooks, multimedia and your website's blog.

Content on your website needs to clearly communicate your business' USPs. In other words, it needs to showcase who you are, what you do and what makes you stand out from your competition. It should also be home to various website 'essentials,’ such as the contact details, answers to common questions and testimonials.

Deciding on what content to produce comes down to your audience - who are they and what do they want to consume? How do they want to consume it? When and where do they want it? These questions will help your planning and answer the all important question of ‘why’ you need the specified content and how it provides value to each of your personas.

You will be able to measure the performance of the content on your website. These analytics provide valuable insights that can inform your strategies going forward. With new strategies, A/B testing and personalisation tests are useful in determining what works best. Your content should also be targeted towards the customer at various stages during the sales funnel. Someone in the awareness stage should be able to get just as much out of the website as someone who is ready to make a purchase.

Best practices for content creation

• Interlink your content: Including links aids in optimisation, but it can also be very helpful for the reader when it comes to accessing your content and navigating your website.
   
• Spark emotions: Leave the reader wanting more by having engaging and memorable content that spurs curiosity and either challenges, informs, or excites.
   
• Shareability: You can extend the reach and lifespan of your content by sharing it and making it easy for the reader to do via visible social media and email links.
   
• Write for the web: Your content writers and creators need to be knowledgeable about SEO techniques in order for the work produced to rank higher.
   
• Voice: Your brand voice should be well established and consistent with all of your communication. You should also aim to write in an active voice and show your readers with words, rather than tell them.
   
• Brainstorm: Set aside time to brainstorm relevant and newsworthy topics from various teams within your business who can provide input. This should also follow keyword and audience research.
   
• Consider a sales first approach:  If a goal of your new website is to help you generate more sales leads or to support you to win more deals, think about generating relevant sales content.  Speak to your sales team and ask them what content will help them to close more deals and include this in your strategy.
   
• Keep updated: Content contributors should stay up to date with industry news and read a lot in order to improve their own writing.
   
• Storytelling: Readers crave storytelling that captivates them. This requires skill and considerations of how you can make your content more than 2D text that tends to fall flat.  Case studies can provide the foundation for a great story.
   
• Scannability: Readers need to be able to scan and skim read your content, as few will read articles in full. Break down heavy text through structure, by including strong headlines and subheadings.
   
• Value: All of the content produced should be valuable content that meets a sweet spot between being market-related, fulfilling a need and your brand’s ability to provide a solution. It therefore needs to be substantial and importantly - original.
   
• Get leads: Content is a way to bring people to your website, but it is also a way to generate leads for your business. Ensure your website is set up for this with forms and clear call to actions for optimal conversions.

Websites are essential, so the content you present on them is paramount and forms a key part of your digital marketing. To reap all of the potential benefits of all that high quality content has to offer, you’ll need to conduct an audit, develop a strategy and follow best practices.

Work with experts

We at Nexa specialise in digital marketing. We offer specialised content strategy and creation to businesses like yours. Book a virtual meeting with us to get started. We can also assist you in setting up on HubSpot, our diamond partner offering solutions with integrated website, CRM and email Marketing.