Content development

Content is king.

Your site must have content that meets the needs of your visitors.  If it doesn't - they will leave.

Your content should also be optimised for search.  Content that focuses on users tends to do well in the search engines because search engines -  just like people - like unique, fresh content.


Content development

As part of the content development process, we will:

  • Establish the purpose of the content
  • Develop a content architecture
  • Develop key messages (what you want them to think)
  • Determine key actions (what you want them to do)
  • Determine the key words and phrases to be included
  • Write metadata to describe the content (using keywords and phrases)
  • Develop a plan and processes for keeping the content up to date.
  • Create unique, fresh content that meets the needs of your audience (you can also hand this part over to your own communications people).

What is search optimised content?

Content can be developed to attract visitors to the website, but can also support marketing campaigns (such as AdWords), existing customers or referral business. Information that guides people through the purchase process (ie the checkout), registrating or displaying the Terms of Service - is not written with seach in mind.  So content is written in a slightly different way depending on the purpose.

Search optimised content is content that is developed with a specific intent to attract visitors to your site from the search engines (Google, Yahoo, Bing etc), based on the keywords and phrases that form the basis of your search optimisation activities.

Content development activities can be carried out as part of our Three Steps to Success programme.

 

Content reviews

Content a bit tired? Out of date? Don't know what to do with it?

We will conduct a review of your content against your goals and come up with an improvement plan.

The sort of things that such as plan might include:

  • Target content to meet the needs of the audience
  • Improve use of keywords and phrases
  • Edit content so it is shorter and more succinct
  • Split long paragraphs into single point paragraphs
  • Remove 'spin' - you have to show them why your services are great, not just tell them they are
  • Improve site architecture so it is easier to find content
  • Remove sections that (despite good intentions) you cannot keep up to date.

You will receive a written report with recommendations and a plan to implement.

content reviews

   

Content management systems

Content management is not just about the technology solution you have in place.

If you find that it is a struggle to keep your content up to date, we can help.  We will consider a range of factors and make recommendations to improve what you do:

  • Systems review - does the technology solution do what you need it to?
  • Requirements gathering - help with requirements if you need to establish what they system needs to do
  • Processes - is there a clear method to have content created, reviewed and improved
  • Roles and responsibilities - does the person or team responsible have the right tools, skills and accountability's in place.

Struggling with your CMS?

We have helped clients who are struggling to understand their content management system but can't get the kind of support they need from the vendor.  We can assist through one-on-one coaching, creation of effective user guides or development of group training.

   

What tools do we use?

Find out more about our content management tools and the benefits to our clients.
   

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