Web content strategy made simple for small businesses

However small your business, it’s useful to have a content strategy… or at least a plan

I could have fannied around for weeks honing an all-singing, all-dancing web content strategy. But I decided on a simple route to suit a one-person business like mine.

I could have bust a gut trying to plan a year, three or five years ahead. But the future isn’t predictable and I’ve decided to plan in three month chunks instead.

All of which means my web content writing life is much easier than it would be if I’d let the planning bit run wild.

The simplest content creation plan on the planet

I’ve kept my content creation plan as light as I can make it:

1. Goal: To grow my reputation, attract backlinks and improve site visibility so I’m on page one of Google for the key terms I want to rank for. Which means more credibility, more traffic and more income.
2. Strategy: To get there by creating extraordinarily good content and sharing it with the people and websites most likely to appreciate it.
3. Tactic: To harness best web content creation practices, making the most of new site content, blog content and social network interactions.

4. Campaign plan: 

  • Post to my blog at least twice a week, including key terms from my list
  • Write posts about businesses, stories, products and services I’ve enjoyed to see if they attract authority links
  • Carry on with my series of cartoon ‘infographics’, posting a new one every two weeks
  • Share new posts with my social networks, G+ and Twitter
  • Tweet at least eight times day including replying, re-tweeting and generally interacting. Do the same with G+ and build up my (feeble) G+ presence
  • Revisit static site pages once a month and do re-writes to keep everything fresh/relevant/current
  • Add new static pages whenever there’s a good enough reason, taking web copywriting best practice into account

5. Resources: Keep a running list of new content ideas including:

  • trending topics and breaking news
  • new surveys, research and analysis
  • observations and experiences
  • digital marketing evolution and innovation
  • new online technologies
  • case studies
  • customer feedback
  • the Zeitgeist / culture / society / science / psychology…

That’s it.

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