Web Content Strategy: Create Blog Content that Keeps Your Readers Coming Back
by Josette MIllar
We all have that friend who makes us think twice about answering the phone when they call, right? That guy who has the same thing to tell you every single time you talk even though you’ve known each other for twenty years – that guy who somehow hasn’t had anything of value to talk about since his days playing high school basketball.
Yes, that guy.
Now that you have that guy pictured in your head, let’s switch the conversation to web content strategy. Don’t worry; it’s all related. You see, if you’re not creating blog content that keeps your readers coming back, you’ve essentially turned into the guy who hasn’t had an update since he scored the final basket in the game fifteen years ago.
Before you fall into the category of being the guy who never has anything interesting to say, follow these tips to design a web content strategy that’ll keep’em coming back for more:
Yes, in this world full of words that float around cyberspace with abandon, it can seem impossible to create content that’s unique.
But it can be done. It must be done.
Here’s the deal: Your readers are smart people, and smart people get bored easily. Even though you’re conveying the same information as a million other companies, it’s up to you to find a way to stand out from the crowd. Avoid churning out the same ol’ stuff in favor of finding a little word flavor. Dry content doesn’t go far, even with the driest of subjects, so find a way to appeal to the human desire to be entertained, and you’ve found a key to the cybercastle.
If your current blog content is about as fresh as that fifteen year old game-winning basket, we’ve got some work to do. It’s time to ask yourself this: Are you just not creating blog-worthy experiences within your company? Or are you simply neglecting to post your news?
Both of these are remediable, but they require different attention. If you’re simply not feeding the threads with your awesomeness, start now! If you can’t figure out what you would even talk about, you might need to explore the root of your stagnation. Create a stir about internal milestones or relating your company to the latest and greatest industry updates.
Your web content strategy needs to revolve around what’s actually useful to your consumers, not what you hope will be useful to your consumers. That said, there is only so much you can say about yourself before you become boring and, quite frankly, arrogant. When you’re not afraid to let your audience in on hidden little tips and tricks of the trades, you’re showcasing the fact that you’re an authority in your industry, and you’re setting your web content strategy up to show that you’re in the business of helping your consumers.
Repurpose existing information by targeting your audience indirectly. Are you a realtor? Talk about events around the community, easy DIY organizational tools, and home maintenance to perform when the seasons change. Each of these topics is completely relevant to the target audience, providing useful knowledge without even talking about the company at hand.
Go ahead – troll your competitors’ sites. Make a list of what they’re writing about, then do it better! Take notes about cringe-worthy pain points so you can hit that missed mark.
Looking for a little help keeping your web content strategy from becoming a torn page in your audiences’ yearbooks? Contact our team at Sheffield Media Group, and let us help you make some fresh moves.