We see this often. A client purchases our design and development services, gets trained in our web content management system, and then flitters away to rarely use it again. Their website marketing efforts die right after launch.
Then at some point, a couple years or so down the road, they call and tell us that it's not working for them like they had hoped. Most fess up and recognize that they didn't dedicate time to add meaningful content and continuously improve the website over time. One former customer yelled and screamed that our business relationship was one-sided to the point it was insulting. Ouch. It's a good thing I take my jabs in stride (that customer never logged in once after launch).
The problem is simple. It is seen in many industries throughout the small business world. A company provides a high qualilty product or service, a buyer never uses it as it was intended to be used, and the buyer gets upset with either themselves for wasting money or with the vendor for the product not providing the expected results.
Web content management systems are no different. These are tools that provide users a mechanism for updating their website with content that, if meaningful and relevant to prospects and customers, will increase visitors, improve site engagement, and convert more visitors into paying customers or advocates. But this takes time and effort that most small business owners don't have.
Here are easy 5 steps you can take to avoid the same trap and to establish a rhythm and momentum for producing great website content:
1. Setup a Content Strategy
Evaluate the type of customers you have and want, then brainstorm questions they might have and information they seek. The best source for this might be your existing customers. Ask them two simple questions: 1) What problems did our product or service solve for you? 2) What more could we do to improve that product or service?
You'll get the information fairly easily from your customers. They know you and won't think you're trying to sell them on the product they already have. You might also gain some insight (likes & disklikes) that you wouldn't have gained otherwise.
Once you have these questions, brainstorm topics that your customers and prospects might find interesting. Use the notes feature of your PDA or send yourself a quick email whenever a new topic pops into your head.
"Content Strategy" might seem a little overwhelming, so don't think of this as some exhaustive process. Keep it easy and keep the topics light. Otherwise you'll find yourself trying to write lengthy white papers you don't have enough time to finish.
2. Involve Your Whole Company
Whether you are a two man operation or have five hundred employees you have a wealth of knowledge within that can be tapped and leveraged. Use it. Ask your staff to contribute content. Let them come up with their own ideas and have fun with it. You're not writing novels, so as long as you proofread the posts before publishing you should be fine.
Keep in mind that not everyone will be a great writer. They may be passionate about their job but not able to communicate it well. Work with them and encourage them to keep at it and that they are not getting graded.
3. Set a Schedule
Without a schedule, you have nothing to hold your people accountable. So, setup a schedule unique to each individual. Require one post per month, bi-weekly, or per week. Our developers are required to write one per month because we keep them very busy with projects. Our marketing and sales staff are required to write one per week.
You should set incentives for employees. Instead of saying "if you don't write one per month...", try saying "if you DO write one per month, then I will....". For example, if an employee has contributed their quota consistently for 3 or 6 months, they get a $25 gift card. Or perhaps, the user with the highest trafficked post (most visitors) receives the prize. You could also provide incentives that aren't financial, such as, a prime parking space, or they get to wear jeans and a t-shirt for a week.
4. Reuse Content for Other Marketing Channels
If you have established rhythm and momentum writing new content then after a few months you should start accumulating a lot of great stuff. You can use all of this in your other marketing efforts. Send the best posts in your email marketing newsletters. Take one post and begin a larger, more in-depth effort to write a white paper. At the end of the year, you might even send a summary message or letter that has your best writing.
New content will spawn all sorts of ideas and may even change your business. Act on those.Stick to your schedule.
5. Promote Your Content
Producing great content is nice but if nobody finds it what's the point? All of your content should be broadcast to Twitter, Facebook, your email subscribers, your direct mail subscribers, local Chambers and industry organizations. There are many great organizations that provide free posting of industry news topics (keeping in mind the content is not blatant self-promotion).
Watch your website statistics to see what your top referrers are for these posts. This will help you know where to spend more time and effort in the future and what type of organizations to target with the posts. Of course, you need to watch for conversions too. More visitors does not mean more customers.
Ask trade organizations if you can provide some content for one of their newsletters, magazines, etc. This is not only a great way to spread your message but an opportunity to establilsh expertise in your industry.
However you approach writing content for your website, you won't get the job done without a plan. Spend an hour or two putting your plan together and then execute, execute, execute. After all, what good is a plan if there is no execution?