How To Help Your Clients With Website Content Strategy

For small and medium-sized organizations, content is usually the trickiest part of putting together a website. That often results in it being the one thing web designers are left waiting for when trying to finish off a project. Even if the overall design and functionality are a go, a lack of content halts progress.

Over the years, I’ve found myself asking why this is such a challenge. But after seeing it time and again, a few things have become clear.

First, clients are generally not content creators. Most don’t sit there and write on a daily basis. Therefore, they don’t necessarily know what to say. Or, even if they have some talking points, they might struggle in articulating them.

Then there is also the obstacle of time. People who are busy running their business or non-profit may simply have trouble finding a few hours to concentrate on writing. Content strategy takes a back seat to other tasks.

This presents an opportunity for web designers to come in and save the day. With a little help, we can get the processes of creating and organizing content moving in the right direction.

Focus on the Most Important Details

If you’re redesigning or completely rebuilding an existing website, some of the hard work may be done for you. You can look to that content for clues regarding what’s important.

Even if that existing content is messy, it can still be useful. Search out the key selling points and discuss them with your client. Present them as a means to achieve their goals for the project.

Each organization will have their own unique message to share. An eCommerce shop, for example, may want to talk about their attention to detail when it comes to customer service. Meanwhile, a medical practice will want to concentrate on their expert staff and specialties. This type of information can prove vital in content creation.

The goal is to help your client to narrow their focus. Having a better understanding of the task at hand can provide them with confidence. They’ll be better positioned to produce compelling content.

Provide Visual Guidance

Another way to help clients develop a successful content strategy is through visualization. We do this by providing templates or prototypes that outline the various sections of a page.

This offers an immediate form of guidance that your client can reference when writing. They’ll have a better idea as to the desired length of content, along with how to make it easy to digest. It takes a lot of guesswork out of the process.

Of course, they may not exactly stick to the standards you’ve set. But that’s not the point. It’s more about getting them to think in terms of how that content will be seen by users. Even if they’re not initially thrilled with the mockup, you can work together on finding the right balance.

Another side benefit is that this trains clients to take a more consistent approach. In practice, this means that although the content may change from page to page, the format doesn’t. Users won’t be treated to succinct descriptions on the Services page while being expected to read a meandering, 20-paragraph opus on the About Us page.

By providing visual guidance, clients can simply fill in the blanks. It’s more efficient and less stressful.

Promote Common Sense and Ease-of-Use

When it comes to organizing content, things can get out of hand in a hurry. And they often become extreme.

Some clients may insist on cramming a massive amount of information onto a single page. Others could be just the opposite, with secondary pages that contain no more than a sentence or two. Neither of these strategies is likely to be a hit with users.

Thankfully, a little education can go a long way. When discussing content organization, focus on these fundamental questions:

  • How easy is it for users to navigate?
  • Is all the content on a particular page truly relevant?
  • What is the overall point of the content, and, is it obvious to the user?
  • Should a long page be split up into multiple sub-pages?
  • Are we missing any key information?
  • What’s best for SEO?

By asking these questions, you have the opportunity to fill your clients in on the finer points of a user-first approach. The answers should lead everyone in the right direction.

Write It Yourself

There are certain clients who may never become comfortable with writing and organizing content. Or they may just be unlikely to get around to doing the work. This is not only fine, but it’s also an opportunity for web designers.

By offering to write the content yourself, you will take some pressure off your clients – not to mention make some extra money. It could be a win-win situation.

You may find clients who are very happy to delegate this responsibility and pay you for it. In addition, it allows them to act in more of an editorial role. They can review what you’ve done and then collaborate with you to make the content the best it can be.

However, your work will likely be better received if you put in that initial research. As mentioned above, have a discussion about the most important messaging points. This will ensure a smoother process and better end result.

A Proactive Approach to Content Strategy

As with other areas of web design, being proactive with content is often key to a successful project. Keep in mind that your clients are most likely looking to you for some guidance. Therefore, your expertise and leadership may be just what they need to move forward with confidence.

And, just maybe, it means you won’t have to wait around nearly as long for that content to arrive.

By: Eric Karkovack

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How to get website content from clients without a headache? This is an age-old question that a lot of DPMs in our community are asking. Today, Alexa and I break down the approach we use to get the right files, on time, in the right format, when we manage website projects. Related Resources: When you’re done with this video, make sure you check out these related resources: Podcast: How To Get Website Content From Clients (With James Rose From Content Snare) https://thedigitalprojectmanager.com/… Podcast: How To Project Manage A Corporate Website Build (With Rich Butkevic) https://thedigitalprojectmanager.com/… Article: Deliver Your Next Website Project On Time With These 5 Tricks https://thedigitalprojectmanager.com/… DPM Membership: https://thedigitalprojectmanager.com/ Follow us on social: Facebook: https://www.facebook.com/thedigitalpr… Instagram: https://www.instagram.com/thedigitalpm/ LinkedIn: https://www.linkedin.com/company/1809… Twitter: https://twitter.com/thedigitalpm

How Brands Are Taking Social Media Into the Real World to Connect With Us

The umlaut-studded Swedish outfitter Fjällräven has been around since 1960. Back then, it was dedicated to providing sturdy Scandinavians with parkas and backpacks that could stand up to the region’s frigid temperatures and rugged terrain. Now, nearly 60 years later, you’re as likely to spot Fjällräven’s iconic fox logo on a backpack in Brooklyn as you are on a trail in the Arctic Circle. Fjällräven didn’t change, but it’s marketing tactics did.

The brand’s transformation was a conscious one. Fjällräven didn’t want to be seen as just another clothing brand; it wanted to inspire fierce devotion among its customers. That drive to differentiate was behind the creation of Fjällräven Polar and Fjällräven Classic, a pair of bespoke excursions that lets customers experience the brand in the wild. Both have been a huge success, attracting new customers while giving established ones something novel to be excited about. In an increasingly digitized world, physical experiences can create a visceral link between consumer and brand, and savvy companies are making that bond a priority through every channel possible.

THE EXPERIENTIAL FEEDBACK LOOP

The demise of brick-and-mortar retail has been greatly exaggerated. So says Scott Lachut of retail consulting firm PSFK. He points to digitally native brands that are discovering the appeal of physical stores to potential customers. “There’s a direct-to-consumer luggage company that found a 40% lift in website sales wherever they open a new store,” Lachut says. “They’ve realized they can capture passersby by having them come in, speak to an expert, have an experience, and test out a product before they buy it online.”

Those bridges are becoming even more central to social-media strategies as retailers start to realize that throwing money at Facebook and Instagram without a comprehensive plan can result in diminishing returns. “Brands are moving into physical spaces almost as a marketing channel,” Lachut says. “A lot of discovery is happening online, but that’s starting to draw people into stores where they can walk out with a product and share with their respective audiences right away.” Think of it like a feedback loop: A customer discovers a product on Instagram, visits the store in person, snaps a picture of the product, and then shares it on Instagram, starting the cycle again. The physical amplifies the digital.

ANALYZE, CUSTOMIZE, REPEAT

Brands are awash in data, and the smart ones are funneling information about customers into innovative marketing approaches. Artificial intelligence and machine-learning techniques are being applied to old-school social-media strategies, with brands feeding what they know about their patrons-;and potential patrons-;into algorithms that can make interactions more personal and human.

“As machine learning and AI become more generally available, retailers can create smart digital interactions,” says Jeff Neville, executive vice president of BRP, a retail-transformation consultancy. He cites the rise of chatbots as a prime example of AI becoming more mainstream in retail. “There isn’t a script that the chatbots are following. They’re listening and then they’re responding as best they can.” By extending that logic and technology to the rest of a brand’s footprint, companies can provide customized experiences across the board. “Maybe it creates a unique branded landing page depending on the situation, or if I go in store it might create an in-store experience through an app,” Neville adds.

Data remains the best conduit between the physical and digital worlds. The more you know about your customers, the more customized, personalized experience you can give them, both on- and offline. Neville likens it to a return to the “good old days” of retail, with a digital twist: “I worked with a merchant who told me, ‘I remember when it was just my grandfather in the shoe store with his customers, and he knew everybody-;knew their parents, their kids’ names, what they liked, where they lived.’ I think we’re close to digitizing that one-on-one conversation.”

Targeted social-media marketing is just one of the advanced services Mailchimp offers in its all-in-one marketing platform. Find out more here.

By: MailchimpView

Source: How Brands Are Taking Social Media Into the Real World to Connect With Us

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Share it: http://on.fb.me/10Qxxhx | Tweet it: http://clicktotweet.com/x6V15 Social Media and all the Brands and Companys, who try to get you to like them and try to get into a “conversation” with you. We imagined, what it would feel like if Brands behaced in Real Life, like they do on Facebook. If you like our funny videos, subscribe to our Channel and follow us on http://facebook.com/youjustdontdo and http://twitter.com/youjustdontdo . This video got inspired by an episode of Build & Analyze (RIP) with Marco Arment and Dan Benjamin.

How To Curate All The Content You Need In Your Business With Curation Lab

 

If you are thinking of writing the content yourself, you will spend 2-4 hours a day, 5 days a week. After this, you won’t have time left to focus on the money-making activities of your business.

Understandably…companies either outsource (content creation), hire full-time content writers…

…or just give up on creating quality content marketing plan for their business.

Which path will you take?

The first to go out of business are the ones that don’t have a content marketing SYSTEM in place.

Leaving out content marketing from your marketing strategy is suicidal for your business.

The second ones to go bust are the ones that outsource content creation on platforms like Fiverr and UpWork. As they say – when you pay peanuts, you will get monkeys! Most businesses that rely only on these platforms either end up paying too much, or pay too little for bad content quality. Which results in terrible content marketing.

Check how expensive these services can get:

So paying $500 for an article…

…or paying someone $125 per hour for content writing is not really financially recommended.

You can also choose to hire these people as freelancers, but to begin with, you will not be their only client.

…and at prices like these, they will soon run your bank empty, even before you start getting paid as an affiliate or product creator.

Why waste money when you can use our system?

…and it’s time to reveal this system to you:

Create UNLIMITED Content For Yourself And Your Clients…

The system that I want to share with you is – Content Curation.

More specifically – content curation on your blog and social media, to drive traffic and sales.

Now I know you’ve seen other people talk about this before.

You have probably even TRIED it, but not as successfully as you would like.

Well, we do something different.

We have introduced AUTOMATION into the system, so we don’t need to search everywhere for worthy content to curate.

In 3 simple steps, here’s how this system works:

  • You INSTANTLY find content that is trending or going viral (no need to hire people to do this, our system does it for you)
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This is EXACTLY what these influencers were doing.

They were using expensive tools like BuzzSumo to find this trending and relevant content. Some even had teams of 5 to 10 people working AROUND THE CLOCK to curate viral content from RSS feeds, and other websites online.

Then, they were using this content to get more engagement and profits.

Upon realization, and looking at what existed in the market…

My team and I got to work and created a POWERFUL tool that was based on the SAME concept as BuzzSumo, but not as expensive.

A tool that helps us curate viral and trending content in just a few seconds.

The ONLY difference is that unlike these other guys – I am going to let you HAVE this tool (and my system) and save you a LOT of time and a HELL LOT of money…

Source: How To Curate All The Content You Need In Your Business With Curation Lab | Online Marketing Tools

Engagermate

 

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ENGAGERMATE is the worlds ONLY tool that will open the flood gates to organic traffic & will have your account engaging 24/7. iT drives you free, organic traffic by engaging with your target market 24/7. Watch the automatic reciprocation of engagements come back to you daily as your accounts go viral.

Engagermate will like and follow hundreds of photos from users in YOUR target market a day, while unfollowing users for you that are not engaged in your content! Follow users based on hash tags you enter. E.g. If I enter #tennis I will follow users who have posted pictures with the hash tag tennis.

Have your instagram account follow the FOLLOWERS of ANY page you choose (Even your competitors). Instantly follow people who have ENGAGED with any profile you choose(the most active fans). It lets you unfollow users who don’t follow you back and unfollow users who Instaeasy followed only (which will ensure anyone YOU have followed will still be there).

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Engagermate allows users to send users an INBOX of their choice the moment they follow their profile – this is the first tool EVER to allow this. It actually tracks WHERE your fans come from, allowing you to engage with the content that your customers ACTUALLY are.

Source: http://engagermate.com/payspecial/?aid=1

How Social Media Can Change Your Business – Pj Germain

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Going viral is almost everyone’s dream. If your company goes viral you make more sales because more eyeballs are looking at you. Social media has taken branding to a whole new level because it’s easy to reach everyone around the world no matter where you are. Also because of all the content, you can bombard your fans/customers with, such as promotional videos or exclusive discounts and events coming up…..

Read more: http://pureresiduals.com/how-to-free-traffic-social-media/

 

 

 

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