Content is King! Bill Gates coined the phrase in reference to the internet back in 1996. He predicted content would be the revenue driver, but it needed to be spectacular.
Your website is an important investment in your organization. It’s important to keep it up to date and offer your users “an opportunity for personal involvement”. Here are five ways to improve your website content:
- Target audience
Almost every conversation Cohesive starts with the audience. We need to know your users. Who they are? What makes them unique? What problems are they looking to solve? Once you understand your user, it’s easier to create content they will actually use and need.
It’s important to understand what you are setting out to achieve. Set clear goals for your content and a way to measure its effectiveness.
- Beyond the Words
At Cohesive, we say everything is content. We believe in the power of copy but know that content goes beyond words. You need need to consider the visuals too. A variety of content types helps relay your message. Have a mix of content types like infographics, videos, and blogs.
- Tell a Story
The easiest way to connect with people is to tell a story, no matter the subject matter. Find a way to contextualize the information and engage your user. A strong story provides opportunities to convert your audience.
- Accountability / Governance
Develop a schedule and process to keep website content updated. Schedule regular reviews of your site to ensure your message resonates with your audience and your goals. Remove old and outdated content and keep your messaging fresh.
Just like project, you need the write tools. Personas give you the write tool to help structure your message and publish to select channels. Without a narrow message or approach, you may be wasting valuable dollars trying to attract the wrong person to your brand.