Content Creation for Business Websites
Writing web content is one of the hardest and most time-consuming activities for business owners. Outsource this if you can.
However in some circumstances where the business owner has a unique insight into the product or service it may be better to do it yourself.
However, written web-page content is only part of the web-content universe, in addition there are;
- Text (web pages)
- White papers
Web page text
A web page should ideally have a minimum of 500 words of on-topic content, interspersed with images, headings and sub-headings.
PDFs can be special reports that can be accessed from a website or sent out via email after a request.
A white paper is an article that states an individual’s or organisation’s position on a relevant subject, which could be a piece of legislation, a new product or technique, new technology, etc.
Several versions of Webster’s Dictionary indicate that the term arose within the past few decades in England to distinguish short government reports from longer, more detailed ones.
The term ‘White Paper’ carries more cache than ‘Report’ and it is implied to be the very latest, cutting-edge information.
A Slideshow is a PowerPoint presentation embedded on a web page. Upload your PowerPoint’s to Slideshare and then embed them on your website.
Create .mp3 recordings and upload them to iTunes.
Web Content Repurposing
You can leverage your content creation methods and repurpose the same content into different formats.
1. Write an article for your website.
2. Create a PowerPoint with the key points from the article
3. Add a voice-over and record the PowerPoint so you now have a video.
4. Extract the audio and you now have an .mp3
5. Create a PDF of the article.
All these different formats can go on your web page and be syndicated to various sharing sites.
If you have more money than time you can outsource these tasks in a variety of ways;
- Find someone local to write articles for you then use fiverr.com to repurpose them into different formats.
- Use an online writing service
- Use LGWs all-in-one content creation and syndication service.
Blogging regularly is a great way to connect with your target audience and raise your profile online.
Research long-tail keywords and use these as the basis for your topics.
When writing a blog post remember that problem to solution content works best.
That is; identify a problem that your target prospects have and show how you have the solution.
Writing a regular blog is easy from a technical point-of-view with WordPress.
More technically demanding but no less effective straegies are Video blogs (Vlogs) and Podcasts
What to write about?
It’s important to approach this scienfifically as there is no point in producing a bunch of content that no one is interested in. So you’ll need to research what people in your market want to know about.
Many times you, as the business owner, will have a large degree of insight into this just from your experience of dealing with clients and customers – what are the FAQs, what aspects of the product/service do people struggle with, do people use the product/service to its full capacity?
You can also use the keyword tool to research what people are searching for around the topic and this will throw up a lot of insights for you.
You can also look in forums at the questions that people are asking to see what they want to know.
Ultimately you want to create content that answers the questions that your prospects have and that highlights the benefits and qualities of the product/service.
1. Establish topics to write about
2. Write the initial article of 500+ words
3. Repurpose that into as many formats as you can;
4. And post to website, social media and content sharing sites