mail@crispycontent.de
+49 30 208.989.780
Blog

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A website that is visible in search engines, attracts the right visitors, provides them with added value in terms of content and possibly emotion and converts them into customers is a small total work of art. The demands have increased, a tasteful design has not been sufficient for a long time.The concentrated skills of strategists, designers, developers and marketers are needed if a website is to deliver results after relaunch. Such a project is no longer a web design project, but a marketing project. That’s why the content marketer has an important role, if not the most important role: Due to his knowledge and skills in communication, marketing and sales, he is predestined to be the boss of the troupe. In our small two-part guide we show which 10 steps content marketers have to take to successfully manage a website launch or website relaunch from a communications perspective. The first part is about business goals, target groups and much more – let’s get started!

Website

Step 1: Define Business Goals

Any website is merely a means to an end. The ultimate purpose of a business is generally the achievement of a return. Before this surplus could accumulate, customers had to be converted, products had to be explained, article pages had to be made visible in search engines or the brand had to be positioned.

A website can achieve all these goals, but it does not necessarily have to. It is certainly obligatory that the website positions the brand, describes products and services in a hasty manner and at least collects contacts, roughly like a nicely designed shop window in a pedestrian zone.

 

Website Content Relaunch Crispy Content®, Conversion Funnel
Website Content Relaunch Crispy Content®, Conversion Funnel

However, a website does not necessarily have to be visible in a search engine like Google. This applies, for example, to those companies whose target group does not first search on Google, but researches products on Amazon. Even very successful Amazon dealers often only have a virtual ringing sign in the form of a One Pager, which from an SEO point of view ranks hardly is hardly ranked. Google is also just an attribution channel with recommendation function.

Similarly, companies that operate in niche industries or whose topics are so new that they are still completely unknown to the potential target group achieve low search volumes. The investment in search engine optimization in the form of technical development or the conception of content hubs and blogs could also be spared in this case.

Does a website absolutely have to be conversion-optimized?  That depends entirely on the conversion target: A conversion does not necessarily have to be a won email address or a sold product. A conversion target can also be a triggered ad impression, such as on ad-financed websites from the news and entertainment sector. Sales are made without visiting a landing page or clicking a CTA. The money for conversion optimization could be better invested elsewhere, for example in search engine optimization.

It is therefore advisable to keep a close eye on the goals and to describe the way to reach them in a very concrete way. Since a website project always has to struggle with budgetary restrictions, it is worthwhile to concentrate on the essentials.

 

Step 2: Define Target Group

A website is there for the target group, not for the sender. Many companies confuse this. This becomes apparent when the content appeals to the board of directors, who look at the site for launch, but not to the user, who is responsible for low traffic, short retention times and high bounce rates over the next two years. The worm must taste good to the fish, not the fisherman.

 

Website Content Relaunch Crispy Content®, Website VFA
Website Content Relaunch Crispy Content®, Website VFA

 

If the sender is now unrecognizable on the website, should we mirror the addressee? A rather rhetorical question. There are typical areas where the sender is at home, e.g. under the menu items “About us”, “Team” or “Our promise”. This is the ideal place to collect and present all important facts about the sender. Ideal places to talk about yourself and only yourself.

The message reflects the sender, while the content is the message tailored to the needs of the user.

If we sell yoghurt, for example, and as the sender are very proud that they produce it under hygienic and ecological conditions, it makes little sense to provide potential buyers with lots of content about hygienic and ecological milk production.

 

Website Content Relaunch Crispy Content®, Website Berchtesgadener Land
Website Content Relaunch Crispy Content®, Website Berchtesgadener Land

Instead, we provide it with content that focuses on the taste and nutritional benefits of our yoghurt, precisely because it was produced under hygienic and ecological conditions. As a small rule of thumb:

We intend the content for the addressee; the message representing the sender is in the content. The sender hides his message in the content in such a way that the addressee can consume it in his preferred way. This way both benefit.

 

Step 3: Brand Positioning

We have already mentioned the message of the sender in the previous chapter. But what exactly is our message? We know what we want to sell – points of view, information, services or products. We know who we want to sell to – the target group. It is still unclear how we want to present ourselves to the target group.

Three core questions help us here, with which we create our positioning statement:

  • What do we do?
  • Who are we doing it for?
  • How do we do it?

 

Website Content Relaunch Crispy Content®, Positioning Wheel
Website Content Relaunch Crispy Content®, Positioning Wheel

 

With the answers we get our positioning within the brand wheel. In this way we determine whether we are suitable for:

  • Excitement represented by change, creativity or individuality,
  • Adventure, represented a by a spirit of discovery, freedom or courage,
  • Independence, represented by recognition, success or personal greatness,
  • Discipline represented by efficiency, functionality or logic,
  • Security represented by care, trust, warmth, or
  • Pleasure represented by relaxation, sensuality or carelessness.

It is important that our positioning at the end

  • is authentic and comprehensible for the addressee,
  • contains the potential for market growth and price increases,
  • reduced the number of our competitors, and finally
  • simplified our business processes.

This self-awareness must be reflected in every article, on every page and also in the shopping cart.

 

Step 4: Define Topics and Content

Website Content Relaunch Crispy Content®, Topic Finder
Website Content Relaunch Crispy Content®, Topic Finder

 

We do not send our message never in its raw state, but always in the form of a topic we use as an opportunity to get in touch with the user. The best topics are those that also interest the target group. But not only, which is why I would like to take the example of the yoghurt manufacturer again:

At the moment there is significant interest in a drug that could cure corona patients. Unfortunately, we as yoghurt producers have little to contribute. If we were to play this topic on our website, it would neither be authentic nor would we be able to make money with it. Therefore, we should always ask ourselves how we want to capitalize on the themes of our website.

For our yoghurt producer, topics such as healthy nutrition, ecology and enjoyment are suitable, which resonate in the target group. These topics play a very important role, especially in a time when we are in our home office and may not move around much or visit our gym. With such an interpretation we support “our cause”, but also interest the addressee. We must never forget: Marketing is not an end.

We have to find out what the needs of our target group are and how we can best address them to suggest the best solution to the potential buyer – ours.

Finally, we have to identify our niche in the market, because we don’t want to waste our energy pointlessly by working off the biggest player in our industry – unless we can do so.

So, in our topics we have to balance our needs, the needs of our customers and our market opportunities. The greater the intersection, the more successful we will be.

 

Online Course Making Content by Crispy Content

Step 5: Develop Formats

Which formats should we use on our new website? Preferably the one that our target group prefers to consume most, quickly and effectively. From our point of view, it is important that we produce the content efficiently.

The basis for any kind of format are texts. Every video needs a manuscript, every infographics needs a briefing on content. This makes text formats the most efficient genre from a production point of view – they are already there. Because they don’t create as much pull as an animated GIF or a TikTok video, we have to dig deep into our bag of tricks to make them effective. We need to understand human weaknesses.

Every user wants

  • buy the best of 10 products (the top list),
  • do nothing wrong (the Warning Post), or
  • miss nothing to better interact socially (the “Fear of Missing Out” post)

In our post on content production with Airtable, we already mentioned these formats, which Appsumo analyzed based on its high-performing blog:

In 2017, Dean Yeong from the AppSumo team published a highly acclaimed post on the Sumo.com website entitled “60 Blog Post Ideas to Fill Your Content Calendar”.

 

 

In this blog post, Yeong listed among others the most successful formats of the AppSumo blog. Because of enormous publication volume of the blog, the numbers (175M visits) could claim a certain representativeness. Here we see the chart of the top 10 formats that Yeong identified in his massive content audit.

We can record these copies as podcasts, present them as webinars, summarize them as white papers or send them as e-mail courses. This kind of “repurposing” is done by the infamous Gary Vaynerchuk with his model of the content pyramid.

 

Gary Vee Content Model, https://www.garyvaynerchuk.com/the-garyvee-content-strategy-how-to-grow-and-distribute-your-brands-social-media-content/
Gary Vee Content Model, https://www.garyvaynerchuk.com/the-garyvee-content-strategy-how-to-grow-and-distribute-your-brands-social-media-content/

 

Production efficiency is so important because attractive formats, such as

  • strategically demanding and yet only once usable infographics are very expensive to produce,
  • wonderful video productions have to meet the highest standards due to our consumer habits (and are therefore just as expensive)
  • valuable and demanding glossaries are time consuming and require continuous maintenance, and
  • every right-free stock photo (e.g. “hand on keyboard with coffee cup”) has been used thousands of times.

If we cannot produce our formats efficiently and in the long run exceeds our time and financial budget, we quickly have dead website areas with little and outdated content after the launch of our website.

 

Second part: Features and structures

We have reached the end of the first part. It is already apparent that a website launch or relaunch demands a content marketer not only as a creative strategist but also as a result-oriented businessman. Which role is still missing?

The role of the technician: The second part will therefore deal with features and structures.

 

Crispy Content Newsletter


Gerrit Grunert Founder & CEO Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.

Stay up to date

Subscribe

Subscribe

More topics you might like

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

Successful blogging: 5 really effective examples

We have compiled five blogs that are really successful in very different segments.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.