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A good content strategy should not only guide your plans for the what, where, and when of content creation but also be an important tool in helping achieve your firm’s marketing goals.
In my previous articles, I’ve discussed how businesses in Kenya can avoid getting lost in this complex thing called the internet and how they can ensure content on their websites isn’t just done for the sake of it.
Now let’s look at how you can create remarkable content.
1.Target each of your personas
Instead of just writing what you want to say, also think about what the users want to read.
It’s essential to create content for your website with your various audiences in mind and think about what’s most important to them since that is who your content is truly for.
For example, if you are selling electronics somewhere near Karen and want to target the small population that stretches all the way to Ngong Road, start by telling them what they might want to hear.
Are the electronics original? How can you prove this? If they happen to be defective, how will you help them? When they buy online do you deliver for free? These are some of the things which are normally hidden in FAQs that you can include in your articles on your website. Customers want to see this.
2. Identify your unique value proposition
Your website should answer the why and how of your firm, explaining how your services and process provide value to your clients. Like for QMG, we do explain how we do business and how each party benefits. Take a look. The why and how should therefore act as a map to guide you whenever creating content online.
3. Assign the right people
As the company grows more roles and departments are introduced. Your job is therefore putting the right guys to work on the right articles in your content strategy schedule. And if they can’t write at least let them help out.
IT crew shouldn’t be the ones writing about handling customers on the ground.
4. Always encourage feedback
You are a small business still looking for your footing, feedback will help a lot. Website content –with the help of social media– is one of the easiest, cheapest ways to collect feedback when done correctly. Customers are always more than ready to share their feedback and experience. Post articles about your business that will have reactions. Measure, weigh and always look at ways of improving what customers are saying.
5. Write short content
How short is short?
Probably that’s a question you’ll fight with whenever putting up content online. Lenght of content might vary from business to business but you don’t want to bore your customer with an endless article that will make them feel like they are reading Terms and Conditions.
A secret is always to stick to 300 words and find a way to creatively break the articles into smaller parts then interlink them.