How to create content for your website that really works

Content. It makes the web go round. From blogs and social media posts to vlogs and podcasts – there are billions of hours of content out there. Yes, billions. And, if that wasn’t daunting enough, internet users have notoriously short attention spans and often very little loyalty.

However, a great content strategy can help you reel in followers and, most importantly, keep them coming back for more.round. From blogs and social media posts to vlogs and podcasts – there are billions of hours of content out there. Yes, billions. And, if that wasn’t daunting enough, internet users have notoriously short attention spans and often very little loyalty.

However, a great content strategy can help you reel in followers and, most importantly, keep them coming back for more.

If you really want your content to work you should really do some keyword research first. What does this mean? It means you need to look at what words people are using in your market to find your website or websites like yours. For instance, if you are an accountant, you need to be looking at whether people are searching online combinations of words like ‘accountant in Brighton and Hove’ or ‘XERO specialist in Brighton’ and then create articles and content around those keywords. Why? Because that’s what people are searching for. Basically, let the data dictate the angle of your content, not your ‘gut’ feeling. That way, when you create content that your audience is actually searching for, you’ll get traffic from Google a lot easier, and that’s the best way to start.

Looking at the keyword data in your market will not only help you create the right content, but it will also help you understand your audiences better, and will allow you to identify opportunities to capitalise on. A win-win scenario!

Once you are clear on what keywords you need to use, and what are the needs of your market, we need to start thinking about the aim of the article. 

Well, you probably just want someone to read your cleverly crafted words, right? But, as nice as that is, content should always serve a purpose.

Do you want to increase your SEO ranking, create brand awareness, or increase sales? Whatever your goal is, have this in mind before you put pen to paper (well, words to screen). Your intention will shape what you actually create. And remember that it is much easier to create a blog post around specific keywords than to try and clumsily slot them into a finished article.  

Who are your clients? Are they from a particular area, a specific age demographic, or do they share a hobby or career? Their habits and interests should dictate your content strategy the same way it probably shapes what products and services you offer.

And, remember, timing is everything. There is no point posting a fascinating article about teaching at 9am on a Monday. Your target audience will not be online and, by the time they are, it will be buried under hundreds of other posts. 

Your company identity should shape the tone of your content. A quirky drinks company might choose to use informal and playful language, while a large law firm would probably choose a more professional tone of voice. What words would you use to describe your company? Is it formal, serious, fun, informative, patient? The words used to describe your business should match how someone would describe your content.

Once you have chosen your brand identity and tone, stick to it. A pun-filled, humorous blog post on a serious, corporate business site is really quite jarring. 

The internet can be a pretty passive tool, but great content should do more than just broadcast your opinions. It should spark a conversation.

If your audience are more likely to engage with Instagram posts than long-form blogs on your website, then that is where you should be directing your effort. Or, if your product is related to a specific profession, you may gain more engagement by publishing an article on a networking site like LinkedIn.

As they say, variety is the spice of life. Mix your content up with images, video, audio, interviews… the list in endless. If you can get your followers to engage positively with you, then they are more likely to share your content with others. Which means they are marketing your business for you!

Having a good content strategy from the beginning is vital. Not only do you save hours of effort, the rewards can be huge. But, as in life, good ideas are never set in stone. Great content should always be evolving. If something isn’t working update your keyword research and make changes, and always keep one eye on your clients and their online behaviour.  

Need some help optimising or creating successful content? Want to know what keywords drive traffic in your market? Get in touch with digital experts, Creative Blend for a free consultation.

Charlotte Riley is a Content Specialist at Creative Blend. A specialist digital marketing agency who provides over 30 years of collective expertise across web & brand design, social media, marketing, content strategy, copywriting and development. By bringing together our expert team we blend ideas to create the ultimate solution for you and your business.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk