As the owner or operator of a website, you most likely already understand the importance of creating new website content on a regular basis. Adding content to an existing site or creating content for a new website will help your site achieve and maintain a good search engine ranking, while spreading your brand name around. If you don’t have a system in place, already, for scheduled content creation you may want to sit down and create one with business partners or staff members.
The Importance of Content Marketing
Content marketing is the technique of creating and disseminating material that is valuable and relevant to your business, as a means of attracting an audience. This method is a never-ending project, best done as part of a complete marketing strategy. This is mainly because content marketing involves engaging with customers without actually selling anything. If it’s paired with a marketing strategy that does involve sales, it can help round out your company’s marketing campaign as a whole.
Since content marketing doesn’t directly increase a business’s bottom line, it sometimes isn’t shown the respect it deserves. No, you aren’t selling your customer anything but you are offering them important information. This might be more pertinent in the long run, as it can help establish your business as an industry authority and give your customers a reason to put their trust in you.
Idea Development and Sharing
In order to create content, you have to have an idea of what you’d like to write about. When looking to create new material on a regular basis, you need to have a constant flow of ideas – otherwise the well will run dry, and you’ll end up recycling older content. Incorporating as many people as possible is the best method of retaining fresh, new ideas since it can be taxing to have the responsibility lie solely with one writer. If your business has multiple staff members, it might be a good idea to create a virtual space where everyone can contribute ideas for new material, at a moment’s notice. Websites like Dropbox and Basecamp will give you and your team a shared platform where you can discuss your content and share ideas in one location. You can also use tools like Google docs that allow multiple people to work on one document, simultaneously. These websites also help you keep everything organised, instead of sifting through long lists of emails and memos to find that one good idea you read a few weeks ago.
To develop ideas, especially when creating content for a new website, it’s important to keep an ear to the ground within your industry. By paying attention to your market’s current trends you can easily create content based on relevant patterns and interests. You and your team may also generate ideas by paying attention to customer feedback/suggestions or by collecting information from other media platforms (television, radio, internet, etc.). The basic idea in writing for websites, in this fashion, is to constantly stay up to date with your chosen field, so you can pass along that information to your readers – and help to contribute to the overall conversation.
A Brand Voice and Style Guide
When you begin writing for your website, it’s important to keep a consistent tone that is representative of your company’s brand. This is something that should be decided long before any writing begins, especially if it’s material for a brand new site. When considering your brand voice or tone you should take your target audience into consideration. If you are targeting a young audience you may want your writing to maintain an edgy and casual tone, but if you are targeting professionals then your writing should be more authoritative and formal. This will be your company’s voice for the future, so it should remain strong and consistent all throughout your website’s content.
Once you have an established brand voice, you’ll want to make sure that you have a meticulous style guide. This is especially important if there is a team of people writing for your company, each with their own idea of a default style. A style guide will have all the rules for writing your company’s content, so a writer can refer back to it to maintain consistent at all times. This house style can be created specifically for your company, or it can be one of the main styles used throughout the larger world of writing, for example, the Oxford Style Manual.
When to Hire a Professional
If you don’t have staff members that are capable of handling the volume or quality of content you require, you may have to outsource this project to a professional freelance writer or writing agency. While it may seem like an inconvenience to trust a third party with your delicate marketing campaign, it does have its advantages. By having a freelance writer(s) handle your content creation, you can make sure that material is delivered regularly, even if there are other more important tasks going on within the business. If a staff member was handling the content creation and had to be pulled away from it by some other company problem, then your website’s content would suffer as a direct result.
Try out different writers or agencies until you find someone that fits your brand.