Website content is set to become a growing priority for businesses, according to research from SEMrush; it will continue to earn leads and sales – both of which will grow as more content is added and traffic increases.
The key to website content marketing success for real estate and finance professionals, however, lies in the content creation process – planning, creating and sharing your content.
Creating good website content requires a strategy. The main goal is to attract new visitors and keep current ones interested by providing useful and relevant information in the form of articles, blogs, case studies, videos and infographics.
Common objectives for digital marketing content include:
When setting your objectives, consider the needs and wants of your target audience.
A skilled Sydney copywriter delivers quality, targeted and persuasive content that speaks directly to your ideal audience. Your property listings will be expertly written and error-free.
Consider your website content goals when defining your target audience. If, for example, your goal is to generate leads, you should focus on potential customers interested in your services; if you want to increase brand awareness, you can target a broader audience that is interested in the industry or topic.
Once you have defined your target audience, getting to know them is fundamental; in fact, it is the most important step in the content creation process.
Create detailed buyer personas to represent your ideal customers. These personas will help you tailor your content to address the specific interests, wants and needs of your audience. It will also enable you to use appropriate language and tone in your content.
Include details such as:
You can gather this information through surveys, customer-facing staff, internet search terms and analysis of existing content.
This involves outlining topics, themes and formats for your content, as well as setting target dates for creation and publication.
Developing a content plan ensures your content is well-structured and covers key points logically and effectively.
Assigning responsibility within your team or outsourcing to specialist website content writers also maintains accountability and consistency in publishing.
This is essential for both search engine optimisation (SEO) and understanding what your audience is searching for online. To find out which words and phrases your audience uses, use online tools such as Google Keyword Planner or SEMrush.
Think about what your audience is looking for when they use these keywords; this helps you create content that meets their needs and/or update existing content based on these keywords.
Start by brainstorming ideas, analysing industry trends and seeking inspiration from other sources – including your competitors’ websites. Browse internet forums, social media platforms and various websites to see what people are interested in or looking to find out.
Ensure your ideas and themes align with your target audience and website content objectives.
Once ideas are identified, organise them into a cohesive structure: think about big topics in your industry and create detailed articles around them; break these down into smaller related topics. Each main topic should link together into a coherent set of articles.
You should also identify the specific content formats for your topics as well as the specific actions you want the content to inspire – such as signing up for a newsletter, sharing a post or setting up a meeting.
Once you have a content roadmap, you need to create a content schedule. Decide how often you will publish and the exact dates for publication. It can be useful to plan for at least three months ahead.
When establishing your schedule, determine whether you want to focus first on a specific type of customer, industry area or stage in the client journey. It may be a good idea to start by publishing at least two detailed blog articles each month on broad topics likely to interest your industry audience.
Once your content plan is in place, the next step in the website content creation process is to craft the content. This usually involves a team of writers, editors, designers and videographers. As most website content is, however, written, it may be worthwhile enlisting the services of professional website content writers and SEO copywriters.
Using your plan as a guide, start writing or producing the content according to the formats you have decided on.
Make sure your content speaks directly to your audience. Write in a style and tone that they’ll find relatable and easy to understand; avoid using jargon or complicated words that may confuse them. Instead, offer valuable information that helps solve their problems or gives them useful insights.
Adding visuals like pictures, videos or infographics can also make your content more interesting and easier to follow.
SEO is crucial for making your content discoverable and boosting your website’s visibility. Keyword search tools can help you find keywords and phrases that match what your audience searches for and incorporate these naturally into your content to improve search engine rankings and attract organic traffic; use keywords in your titles, subheadings, body text and meta tags to make your content more visible online.
You can also optimise your content through:
Ensure your content includes internal links to other relevant content on your website and external links to other credible sources. You should also work to get links from other respected websites in your industry by creating valuable content that others want to link to, collaborating with influencers or writing guest posts.
Write compelling meta titles and descriptions for each page.
Pay attention to the technical details that affect how well your site performs in search results. Fix broken links, make sure your pages load quickly and use elements like XML sitemaps and schema mark-up to help search engines understand your content better. You can manage these strategies yourself or hire an Australian SEO copywriting agency to help you out.
Once your website content is ready, ensure it’s published on time, according to your content plan. It helps to use a content management system like WordPress to publish your content.
Once it is published, you can promote it across other relevant channels like social media pages and email, ensuring you link back to your website to drive traffic there.
After publishing, it is important to regularly check how well your content is doing; see which pieces are getting shared a lot, which pages are viewed the most, how long people spend on each page and how well it leads to conversions. This helps you understand where your content is connecting with your audience and where you may need to make changes.
Be sure to also keep an eye on how your SEO efforts are faring.
Businesses could benefit greatly from outsourcing their website content creation to professional writers and copywriters. In fact, according to the SEMrush data, copywriting is one of the most commonly outsourced services.
Specialist website content writers not only create quality, engaging content that suits target audiences, but ensures this content is SEO-optimised and written in a consistent style and tone across your website. This consistency helps build trust and improves how users experience your site.
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