If starting with bare bones content on site what content would you develop and in what order

If starting with bare bones content on site what content would you develop and in what order


In addition to the starting points of homepage keyword rich content and geo-based content, some of the content essentials to include in the website are:

– Company blog for ongoing updates.
– Premium content (i.e. whitepapers, eBooks)
– Service/product information pages
– Case studies and testimonials
– Portfolio/product gallery
– Compelling “about” page
– People
– Process
– FAQs
– Videos (i.e. company culture, customer testimonials)

Key steps in developing a solid, customer-focused strategy for your website content:

  • Extensive Keyword and Competitive Research – It is important to identify the right keywords before integrating those into the content. Use various tools like Google Keyword Planner, Google Trends and SEM Rush to derive a list of keywords for the campaign. You can also test keywords using Paid Advertising to pick the best of the lot, with high conversion rates.
  • Identify your unique value proposition – Use this as a basis for the content that you’ll create for your new website.
  • Target each of your personas – It’s essential to create content for your website with your audience in mind. Buyer personas help you visually picture the type of people you are trying to reach. Your content is meant to answer their questions, educate and address their pain points.
  • Map content to the customer lifecycle – Your content should lead your prospects down the sales funnel. Your website should have a variety of content that addresses different questions or concerns depending on where the consumer is in the funnel, from awareness to purchase to advocacy.
  • Write compelling web copy – Take the time to create copy that informs, educates and guides your audience. The length of your copy should be determined by the purpose of the page and your overall message.
  • Use the right language – As you begin to write content, it’s important to speak the same language as your audience. For instance content for beginners or techies, content for Hispanics or Americans with English as a second language.
  • Develop a content schedule – Once you have established the type of content you need, it’s important to organize it and develop a strategic schedule to make sure it all gets accomplished.