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Developing A Content Strategy For A Business Website


19/01/2012

By Nick James, Fresh Business Thinking

Content is why people visit your website and you need to act and behave more like a publisher trying to attract and engage with your audience than a marketing person trying to sell product.

Before you start developing and generating content for your website the first thing you need to do is to formulate a content strategy. Strategy may sound like a word that's only for big corporates, but a content strategy for a website is really no more than what Blackadder's Baldrick would call ‘a cunning plan’.

As with any element of business planning it’s imperative to...

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...understand what you are trying to achieve and where you want to go otherwise your journey will be like something from Lewis Carroll's Alice in Wonderland:

"Would you tell me, please, which way I ought to walk from here?" asked Alice.

"That depends a good deal on where you want to get to," said the Cat.

"I don’t much care where – so long as I get somewhere," Alice added.

"Then it doesn’t matter which way you walk," answered the cat. "You’re sure to get somewhere if you walk long enough."


The ‘plan’ doesn’t need to be complex but it does need to address the following points:

- Define who your audience is

- Understand what they might be interested in

- Figure out the tone of voice

- Work out where the content is going to come from - source

- Give someone ownership

- Regularity – how often is content added


All of the above will differ from website to website but to illustrate the point let’s look at what a content strategy for www.freshbusinessthinking.com might look like.

- Audience – owners, directors, entrepreneurs from small-to-medium size businesses

- Interest – ideas and advice for growing or improving a business

- Tone of voice – business like and authoritative

- Source... continued on page two >

 

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