Our Point of View: Website Content

content marketingLast week I had a conversation with a friend regarding her company’s website, its need for both new content and social media campaigns. Although, this was not the first time my friend, an accomplished business owner, was creating website content, she found the process challenging, demanding and, somewhat confusing. As the conversation evolved, it became clear that surface-level tactics, and not an integrated marketing strategy, were driving the creative process.

Currently, creating a website seems easy because you don’t have to be an IT expert to get this work done — there are many website-building software packages out there. Where it becomes tricky is when you start creating website content that tells your company’s story, its purpose, values and culture. And it doesn’t stop there, aligning website content across all communication channels, including social media, is important. So, here are some initial thoughts to guide my friend, and others, in rethinking what goes into creating website content and other communication materials.


Website Content: Things to consider 

Company Purpose: What is the main function of your company? What differentiates your company from your competitors? How is your company’s purpose expressed in your website, social media campaigns or any time you communicate internally or externally?

Company Values: What are the key milestones of your organization? What values defined your company throughout its history, long or short? Which keywords best describe your most significant events? What values would not change in either an up-market or a down-market?

Company Culture: What type of company culture are you creating for your employees, customers and business partners? How is that culture reflected in your overall marketing strategy including website and social media campaigns? Are you having fun?

Business Strategy: When you review your business strategy, what stands out? Financial goals? Growth goals? How do you plan to reach those goals? What is your marketing strategy? How will your website help you achieve your business goals? What performance metrics do you have in place to see if your overall marketing strategy is working?

Product or Service: How best do you describe the product or service that you offer? What new products or services are being rolled out to your client base in the next two – three months? How do you plan to market your new product or service?

Clients: What type of clients do you want to attract? What is the best way to communicate with your preferred client? Do they prefer quarterly newsletters, white papers, social media campaigns or other types of outreach? What type of website postings appeal to your client base or attract new prospects?

Currently my friend is rethinking her approach to creating website content and other marketing campaigns and I will be working with her to support her company’s integrated marketing strategies.

More to come on this topic.

Related posts:

1 Comment

  1. Alejandra Garza

    What are your personal reflections when it comes to web content? Would you like to share?

Comments are closed.