How To Lay Out A Web Content Strategy

Posted on: 5 August 2015


Developing a content strategy for the web takes some strong planning and organization. Here are the main steps to creating a great content marketing plan. 

Coming Up with Goals for Your Content

The first thing to do when coming up with a content strategy is to lay out goals for your content. These could include target numbers for your reach, a target for the volume of content, or goals for engagement statistics. They can include more intangible goals, such as providing entertainment or food for thought to customers. Your goals will also include things to avoid; for instance, if your knowledge reputation is important, then one goal may be to err on the side of caution when providing controversial or poorly documented information. 

Decide on Your Audiences

Your products may speak to several different audiences, so your content strategy should speak to each type of person. You might decide to have a few different types of content that are targeted to these different audiences. For instance, some customers will engage more with tweets, while others will prefer to read in-depth articles or watch videos. 

Deciding on the Types of Content

You may create different forms of content for your website, your mailing list, and your social media sites. It's important to decide upfront what types of content you will provide, and to create guidelines for the tone on each type of content. 

Decide Which Platforms to Use

Once you have decided what types of content to use, you can choose to post them on multiple social media platforms or just one. Curate your content so that each type of follower can receive updated content on a regular basis. 

Tying it All Together

Even though you may have different types of content on different platforms, it all needs to fit together to create a consistent brand identity. Choose elements that will remain the same throughout the different types of media and channels. For instance, your logo and color scheme should remain consistent throughout each channel. Although you may take a slightly different tone on different media channels, you could choose to have a single set of images to represent your content ideas. 

It's important to note that your content strategy should change over time. As you discover what works best for your business, develop into new markets, and discover trending new platforms for sharing content, you will need to revisit each of these stages to rework your content strategy. Whenever you're in doubt, an experienced web consultant can help you come up with a strong content strategy for the web.