The Roadmap in Creating Website Content for Your Prospects

With the rise of social media and search engine optimization, web content has become increasingly more necessary in your business development strategies. The relevancy of your website content is going to build trust, confidence, and awareness that will ultimately influence potential new clients to do business with you.

Frequent and relevant website content will create and maintain a digital dialog with your website visitors. Here are some points to help you become more effective in getting your content organized.

Create a Content Roadmap

You can grow your content by understanding your sales initiatives. Your sales team has targeted industries and niches, come across various issues, learned about new applications, and heard buying objections. Create content that speaks to each of these to prove how your solution can deliver value.

Build a complete list of all your content resources, whether it is blog posts, videos, web content, presentations, leave behinds, etc. Then map each of these to a different buyer, industry, objection, or stage of your sales funnel. The more targeted your content is, the better you will perform.

Measure and Rewrite Your Content

The general rule of thumb is to spend 60% of your time writing new content and 40% of your time adjusting existing content. After you write your content – whether it is for a blog, a web page, or a landing page – do not cross it off your to-do list and move on. Rather, put an emphasis on measuring your content and whether your prospects are responding to it. If you are not getting the conversion rate, SEO rank, page visits, etc. that you desire, then make adjustments to the content and measure again. Here are a few ways to make a big impact:

• Improve the call-to-action so it is attractive and noticeable.
• Target content to a specific audience instead of to the masses.
• Consider using an image that better represents your message.
• Humanize the content with empathy.
• Create an offer so your audience acts on a next step.

Fill the Content Gaps

As you create your content roadmap, you are going to see gaps that will need to be filled. Your content roadmap will identify which industry or buying stage does not have enough content. To fill these gaps, you need to create a plan to write content. Since you are writing content for a specific audience, make sure that you are addressing the unique needs of that prospect.

Now that you are creating more content assets for your company and website, determine how newer content relates to older content. By linking relevant content together, a user is able to get engaged by traveling through your website for new information and calls-to-action.

Your Next Steps

As the saying goes, “content is king”, so start treating that content like a king and not a jester. Writing content is not for everyone, so do not feel overwhelmed if you think that this is a daunting task. After you create your content roadmap, give yourself 90 days to write new content and revise old content. Once you are able to see where improvements need to be made, you will begin to see what needs to be written exactly. If you are sitting in front of your laptop ready to write, but cannot think of anything, then do not write. Instead, just keep a “finger on the pulse” so that you are aware of what needs to be written. You will then see that as you go throughout your day – and have sales conversations, perform client support, read white papers, or have an idea while in the car – you will begin to understand what it is that needs to be written.