Driving organic traffic through search engines is a long-term job that can bring good returns in the long run. If you put a good foundation of SEO-optimized content on your Webflow site, the synergies will be brilliant. In addition, it gives the company the chance to create value for customers and establish a strong brand. Read on for tips on how to create a good content strategy.

Determine the purpose of the content strategy

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Before you start creating content, it is important to determine the direction.
The strategy needs to be designed according to what phase the company is in now. If you are in the start-up phase, you can invest in getting the most important texts on the website. If you are looking to build trust in the industry and get more leads, it is important to engage in inbound marketing, including informative and helpful articles.

Questions to ask are:

What is the target audience?

  • What is the target audience?
  • What problems do they have?
  • In which channels do they hang?
  • What does the budget look like?

A tip to follow up on the efforts to see if they work, using different KPIs. In digital marketing, it can be, for example, the amount of traffic to the page or a single post. A receipt of page quality can be the time visitors choose to stay on the page and how many pages they visit. You can measure the number of conversions. They can be someone contacting you through a contact form or downloading a guide. On social media, of course, likes count, but another strong indicator is the amount of engagement, that is, how many people interact with the post.

Create a content calendar

Many companies choose to create a content calendar where different types of communication are included, based on holidays and holidays. There is almost always some day worth celebrating during the year. The possibilities of creating something creative based on different holidays and special days are endless. It can be about anything from food, to traditions or social issues. For example, there is the day “Rock the socks”, which wants to create awareness about children with Down Syndrome. Other examples are March 8 which is International Women's Day or the Day of the Cinnamon Ball. The important thing is to take a stand only on issues that feel credible to you as a company. Fingertip feeling above all.

Plan according to the changes of the seasons

The time before Easter, Christmas and Midsummer are busy days for everyone in e-commerce because many people want to shop for both decor and food on the theme. These are obvious highlights of the year to include in marketing. Remember to be careful when scheduling social media posts long in advance. During the summer of 2018, the fire risk was high and many people had missed out on excluding promotions about barbecue coals and matches in their marketing. Or campaigns that began to run in connection with the breaking of the war in Ukraine with the copy in the style of “How wonderful with a new day”.

Make sure that the various digital channels are interconnected and that both newsletters, social media and landing pages are connected, as well as visually. Specifically, this means building and preparing a landing page and then promoting the content via a post on Instagram or a button in the newsletter.

SEO is an important part of content planning

In addition to thinking broadly, you also need to think narrow and that means looking at keywords and creating your calendar based on them. Since people often search according to their needs, of course search volumes can also reflect the season and current events.

If the web page does not rank so high right now, a tip is to try to rank on keywords that do not have much competition. The information is provided in the SEO tool Serranking which gives a good overview of competition on relevant words. Over time, the page will hopefully gain more authority and then you can put the SEO planning after that. Webflow has simple management where you enter meta information, please see the guide about SEO and Webflow from point 2.

How do I find content ideas?

It is unnecessary to reinvent the wheel twice. Use the expertise you have in the company. Why not interview someone at the company who has worked there for a long time or someone who is completely newly hired? What are their best take aways? It can be both a spread to an article or a post on social media such as LinkedIn.

Google Analytics is a great tool to see what works and doesn't. If someone has shown particular interest in a landing page about patio furniture, a guide on garden fixes might be a good idea. You can also make a blog post where you compile the most popular posts and thus curate them again. It never hurts to recycle old materials and polish them up like the silver in the dresser. It's also not a stupid idea to inventory old posts and see if they can be SEO-optimized or maybe get new images.

There are pages online that can help boost creativity, and so it's good to visit pages in your industry and subscribe to newsletters that give you a clue as to what's up right now. Here are some suggestions:

In general, it is important that you try to monitor the outside world actively. Keep an eye on the circle of acquaintances and see what is advertised in the city. You never know when you can get inspiration for your content.

Don't give up - content work takes time

By combining creativity, analysis, and actually putting time into work, you and your team can come up with a sharp content strategy. One person definitely does not have to do everything, but it is possible to distribute the work among several people. Someone may have a more strategic mindset while someone else appreciates analyzing detailed information in the SEO tool SerRanking , someone is more versed in updating the Webflow homepage. We at LAPS are here if you are looking for an external marketing department that can either take a holistic approach or support in parts of the work.

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