The way information is presented on websites is changing. In part due to the increasingly social aspect of client/customer relations created by social media channels such as Facebook, Twitter and LinkedIn. For this reason, listening to the voice of your top sales person can give insight on how to write content for your business website.
A content strategy is a long-term plan that guides practitioners in planning, creating, positioning and measuring content to achieve defined business goals.
A first step to re-invigorate a neglected website is to conduct a content audit. Is your content still relevant and useful? Fill the gaps and eliminate old, ineffective content. Is it meeting your goal? Prioritize. To prevent future neglect, create a process for updating and assign appropriate people to execute your content strategy.
A “get-by” content strategy can be harmful. It can hurt the company’s reputation by wasting visitors’ time and can actually lower their ranking on Google. Even one dud page amongst stellar pages can drag them down.
Establishing a visual rhythm recognizable across Internet channels requires a content strategy. To be successful you need to identify who will be viewing the content, when and why, what story it conveys, where it will be located and for how long. You also need to know where the content will come from and how it will be updated and measured.