5 Things You Need To Consider When Planning A Content Strategy

Today it’s important for businesses of all sizes to create a substantial amount of high quality content which is relevant to their industry and their specific business. But not all content is created equal, and to ensure that your content will work hard for you in all the right areas before you set your web copywriting minions to work, you need to have a plan. Here we look at five essential things to consider when creating a content strategy that will move your business forwards.

1. Your audience and their needs

Though content is vital if you want to rank well in the search engines, it’s important to remember that you’re not writing for the faceless spider-bots of the digital world – you’re writing for people. Specifically, you’re writing for your customers and potential customers. Ask yourself who your core demographic are and what kind of content would be useful, interesting or exciting to them, and then go ahead and write it with them firmly in mind.

2. What’s hot

The internet is a fluid and constantly shifting arena in which topics quickly fall in and out of fashion. To ensure that you’re not writing about last year’s news you need to have a handle on what’s going on in your industry at the moment. What are the current issues facing consumers and businesses? What’s likely to be making waves in the next couple of months? You’ll find that your content pulls in a substantial amount more traffic if it’s dealing with timely subject matter.

3. How you want to be seen

One of the most imperative things to do online is to stand out from the crowd by having a distinct identity. Do you want your customers to see you as being at the cutting edge of your field? Offering exceptional levels of personalised customer service? Delivering unbeatable levels of quality? Think about what your unique selling propositions are and what type of content will highlight this most effectively.

4.Where you want to be seen

Putting fresh content on your website and blog regularly is a no-brainer, but there are many other places where you can and should get your content seen. These include:

• Social media sites


• Guest blogs


• Bespoke apps


• Customers inboxes (email marketing)

When considering where to put your content, you need to think about where your customers are most likely to see it. Your web copywriter could create the most interesting and informative article ever, but if it’s positioned somewhere where it’s not relevant to the audience it may not do anyone a lot of good. Identify the places that best fit your brand and are frequented by your target audience.

5. What type of content will showcase your message best

Copywriting agencies can create all manner of content for your business, and that’s not constrained to simple text-only pages. Major content types include:

• Webpage content


• Product copywriting


• Blog posts


• Micro-blogs such as ‘Tweets’


• Case studies


• Infographics

Choosing the right type of content will help maximise the impact of what you want to say. If, for example you want to offer a tutorial on how to do x, then a blog post would give you the space and wordage to express that. Conversely, if you want to share some illuminating statistics that you’ve compiled then an infographic would convey these much more clearly and succinctly.

By planning out your content strategy before you post a single word, you lay a strong foundation for your marketing efforts, and ensure that all of your online output is working towards your overall goals.

5 Things You Need To Consider When Planning A Content Strategy