If you’ve read the 23 facts on content
that I wrote about earlier, you’re likely going to be moved to do a more thorough spring clean of your content. First, congratulations are in order. You’ve taken a critical step in reinvesting in content, which still stands as the primary way to convert customers and cultivate brand loyalty.
I know you’re swamped with other marketing responsibilities and growing your department – and having done a spring clean at least 5 times in the last 7 years for various organizations – I wanted to offer you a cheat sheet that will help map out a plan.
The first thing you’re going to want to do is look at your content structure. You want to look at each content piece with three key questions in mind:
- Does the content have a “why” that emphasizes connecting with the audience?
- Does the content have a “what” that relays necessary info?
- Does the content highlight value that notes your brand’s difference?
Whether you’re looking at website content or blog content, each content piece should be able to answer these three questions.
Next up is SEO. Search engine optimization (SEO) is the way Google knows you’re legitimate and valuable to Googlers everywhere. What keywords you use is how Google knows how to classify and present you to other people – but Google needs this info from you. SEO comes down to keywords (and you should have a list of ready keywords to use for any piece and for your industry). Keywords should be consistent in your title, URL, meta description, in the content at a rate of about 3-5 times per 500 words, and in your image alt title.
Some of the SEO keywords can be backlinked to deeper pages within your site. Backlinks are third on the list. They’re hyperlinks to high priority websites like .org, .gov., .edu or sites with a page ranking of 3 or higher. You can capitalize on SEO and backlinks by pairing the two together to build richer more searchable content within your own website.
Fourth, I mentioned boiler plates earlier in the last post but I’ll stress it again here. Boiler plates are 3-5 sentence paragraphs that describe who you are, why you’re important and how people can connect with you. This is key for reminding people why you’re relevant and impressing a brand presence while you’re still growing into and from an enterprise level. Boiler plates are also an excellent place to remind people to subscribe to your website. Benchmark hosts a fantastic WordPress email plug-in that makes it easy for your readers to subscribe to your newsletter.
Lastly, while you’re evaluating content you should look at your content site structure as a whole, while asking yourself the following:
- Does my site map still make sense for how the brand and audience needs have shifted over the last year?
- Do I need a new layout?
- How has the readership changed? Would they face any anxiety in going through the content based?
- Should the website reconsider what content is featured based on traffic and audience engagement?
Once you’ve taken these necessary steps and reinvigorated your content, push it onto social to help generate traffic. It’ll help immensely if those social shares comes with fresh images too.