[FAQ]

Hi,

I’ve had a website for my small consulting business for about a year now. The site itself looks professional, but I’m struggling with the content.

Right now, I just have a homepage, an ‘About’ page, and a ‘Services’ page. I know I should be adding more, like a blog, to attract visitors, but I have no real plan. I just write a post whenever I have a spare moment, which isn’t often, and the topics are all over the place.

I keep reading that I need a “content strategy.” How do I actually build one? I’m not a big company, just me. How do I figure out what to write about, how often to publish, and what format to use? I’m trying to find a process to make my content efforts less random and more effective at bringing in clients.

Any advice on where to start would be appreciated.

[Jeff Bullas]

That’s the right way to think about it; a plan is what separates content from just noise.

Short Answer: A website content strategy is your high-level plan that identifies who your audience is, what problems you will solve for them, and what content formats you will use to deliver that value.

It’s the vital link between creating content and achieving your actual business goals, like getting more clients.

To develop one, you first need to get laser-focused on your ideal client, so you can map out the specific questions they are asking and the problems they need solved; this forms the foundation of all your content ideas. Second, you must decide on the primary content formats you will use, whether that’s in-depth text articles, instructional videos, or downloadable audio guides, focusing on what you can produce consistently and what your audience prefers. Third, you must create a simple content calendar, which is just a text-based schedule that plans out what topics you will publish and when, as this is the key to moving from random posting to building a reliable library of valuable information. Finally, your strategy must include a plan for distributing this content, such as sharing your text and image assets on social media or promoting your videos to an email list, to ensure your hard work actually gets seen by the right people.

Cheers,
Jeff

[Author]

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