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How to plan your website content like a professional

Posted on 27th September, 2018 by Greg Doyle


Do you struggle to plan your marketing content? Is updating your company blog something that you dread? Or do you want to update your website content, but are unsure how best to approach it? If you’ve answered yes to any of the questions above then this is the perfect article for you. We’ll show you how to plan your website content like a professional and make it easier to create engaging content that your audience will love.

Outline your goals

This is perhaps the most important step and the one that is all too commonly forgotten. In order to create content that delivers results for your business, you need to make sure that it is aligned to the goals of your business. Take time to think of the overall aims of your business and break these down into smaller goals. So for example, if one of your business goals is to increase sales by 50% then think about what you need to do to achieve that in order to create goals for your content.

Prioritise content goals

With your content goals in mind, you can now prioritise these based on which matter most for your business. Examples of these goals could be: email signups, enquiry form fills, whitepaper downloads or any other content generated action. These content goals will form the basis of your content strategy and help inform the content that you create.


Work out what your audience wants

It sounds obvious but you need to work out what information your customers want from you and what you can do to make their customer journey better. This is where things like user surveys, customer feedback and site query data comes into the mix. Remember to check with sales, customer service and marketing teams to get their input as well.

Create content topics

Once you’ve outlined your content goals and worked out what your audience wants you can start putting together ideas and a list of topics that it would be beneficial to create content for. Ideally, your topics should address the needs of your audience as well as helping towards your overall business goals.

An example of this would be creating a guide to the top 5 washing machines which have been rated by your customers. In this guide, you could include information about each of the machines, average user rating, important information and also provide links to the products for people to buy these. Remember to check with marketing and SEO teams to see how this work can help bolster their efforts.


Measure performance

In order to effectively measure the performance of your content efforts, you need to make sure that your content goals are SMART (specific, measurable, achievable, relevant and time-bound). You also want to create benchmarks so you can see what strategies and content tactics are working for your business and which ones are not.

Remember to test variations

Split testing is one of the most effective ways of improving performance and in most cases, it’s the small changes that have the biggest impact. From call to action text on buttons to the headings on your landing pages, testing text variations can lead to some big increases in conversion rates for your business.

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