“I’m delighted by the look, feel and easy use of the new website. It is exactly what I would like to see if I were looking for training and has the amazing feature of actually stating what we do on the front page in plain English! All too rare in my experience”

Mike Hughes, managing director, e-academy

 

 

Creating a content strategy

Creating a website content strategy

Much website content fails because it is ‘free form’ – written outside any clearly defined and agreed strategy. A content strategy ensures that website content and on-line marketing is focused and effective.

Many organisations which manage their own website content don’t do this effectively enough – usually because they approach the task in an unstructured way.

We help organisations to define an effective content strategy that ensures that website content remains focused, always supporting the needs of the business – while being tuned equally well for search engines.

While it’s not usual for an organisation to have a corporate identity manual, few define exactly how their website content should be written. When you consider that your website is probably your most important marketing tool, the need for having a defined content strategy becomes clear.

A content strategy should encompass at least:

  • Your organisation’s proposition and core messages
  • How your website will meet the needs of your audience
  • Using a direct and concise writing style to keep content focused
  • Setting short- and long-term goals for your website
  • The role played by your content within your communications strategy
  • Style guides, to ensure more consistent communications
  • Search engine optimisation

We work with organisations to help define and document their content strategy – providing an essential framework for website editors and anyone involved in their on-line marketing (such as a PR company) so that all website content actively supports the needs of the business.

We then provide coaching and support to team members, so that the content strategy becomes a living part of how an organisation’s website and on-line marketing is managed and isn’t just another dust-covered manual that’s doomed to failure.