Is the creation of a site part of your solutions to promote your activity? So, you need to put in place a good web content strategy. Many are the advantages of this technique, namely the development of the notoriety of your brand, the improvement of your visibility, etc. Find out how to make this strategy a formidable weapon for acquiring traffic.
Definition of the web content strategy
Also known as “editorial strategy”, web content strategy defines a technique that is based on the creation and distribution of content. These can be:
- white papers,
- or videos,
- or pictures,
- and also infographics, etc.
The list is long.
The web content strategy represents a real lever to propel your website in the SERPs of a search engine. What makes it an essential means to acquire a significant volume of traffic. Thanks to this technique, you ensure the consistency of your media such as:
- social networks,
- web pages,
- etc …
To be effective, the implementation of an editorial strategy requires an upstream study.
In order for your web content strategy to generate traffic, there are steps to follow. Here are the most essential:
Define the objectives
The implementation of a web content strategy depends on the objectives. Make sure this one helps you make the most of the sale. And this is only possible with a good traffic rate on your business site.
The purposes of a web content strategy are multiple, namely:
- have excellent natural referencing,
- develop brand awareness,
- attract prospects,
- customer loyalty,
- improve traffic …
No matter what your goals, your web content strategy should always aim to improve your site’s visibility. Remember that acquiring traffic means attracting a lot of prospects.
Delimit the persona
Persona refers to the group of people you are targeting to visit your site. In other words, these are your ideal customers. Who needs your products or services? Is your target gendered (male or female)? What age group (young adults, adults, etc.)? Workers or the unemployed? Executives or simple employees? And so on. The answers to these questions will give you ideas on the ideal persona.
To know the needs of Internet users, use tools such as Google Analytics, Google Search Console, etc. This helps you define the persona more precisely.
List the media to use for your web content strategy
We would like to point out above all that each medium is aimed at a target audience with a precise communication objective. The tone and style used should match this audience. Several alternatives are at your disposal, to name but a few:
- The website : it is a company site, an e-commerce site or a showcase site. This support provides as much information as possible about your offers to Internet users.
- The blog : it is the way to publish content with added value. Use it to distribute text content, videos, photos, etc. Visitors have the privilege of interacting through comments or shares.
- Social networks : here we are talking about Facebook, Twitter, Instagram and many others. Choose them based on your goals and your ideal persona. It is the best solution for communicating directly with your audiences.
- Linkedin is a reliable platform if you are targeting professionals.
Deploy the web content strategy
Finally comes the deployment of your web content strategy. Adopting a very precise editorial calendar is essential to ensure the relevance of the content. When it comes to news, disseminate up-to-date information. Pay rigorous attention to the quality of your publications.
The continuous improvement of your web content strategy is necessary to promote the acquisition of traffic. Once again, Google Analytics represents an excellent alternative to know the impacts of your publications. If necessary, we can accompany you!