Figuring out what to post where can be challenging. Before you start writing, before you’ve even decided what content to feature on your website, develop a content strategy. Not only is content the most important part of a website, it’s also critical for good SEO. Don’t leave content to the last minute—have a plan. This will help you make the most of your content, so you strengthen your brand, rank higher in search results, and engage effectively with your customers.

Define Your Objectives

What is your web presence for? What do you hope people will accomplish on your website? Who will follow you on social media and why? Every part of your digital ecosystem has an objective and the people visiting will have their own. In theory, these should be the same objectives. The farther apart they are, the harder it is for you to promote your business.

Plan Content Responsibilities

Decide who will manage content activities. Responsibilities can include planning out content creation for the quarter, creating content, editing, publishing, and engagement. Play to the strengths of your team so that each job will be done well.

Choose Your Channels

Channels include social media platforms, as well as your blog, website, and email newsletter. You don’t have to be on every platform. Focus instead on the ones that will be most relevant to your business. It’s better to have a few well-run channels than a scattershot approach. Email newsletters are often more effective than social media, so don’t be afraid to use them as part of your strategy.

Brainstorm Topics

Think about the themes of what you will post. What can people expect you to talk about?

Seasonal or holiday-related content is popular. Events, services, and industry-related resources are other common subjects. Curate topics that will suit your channels.

Decide On Frequency

People expect post frequency to be different for different delivery methods. Twitter frequency, for example, is much higher than long-form blog posts. Being consistent with your frequency is the most important thing. If you can’t be consistent at a certain frequency, choose a lower one. Reliability is what counts.

Gather Tools

Streamline content creation and management with the right tools. A content library can store images and videos for future use. A publication calendar will keep planning organized. Social media management tools schedule posts across different platforms. The right tools will help you implement your strategy more efficiently. Research them and decide which ones will fit your operations.

Measure Success

Once you’ve implemented your content strategy, continue to gauge how you’re doing. Do your objectives still suit your organization? Are you on the right channels? Which topics are the most engaging to your audience? Iterate to ensure that your content strategy works and stays relevant for your business.


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