Why Choose Vizion for Content Strategy?
Content is king when it comes to driving your web traffic to your business and keeping your readers (customers, subscribers, visitors, clients, etc.) engaged. You deserve an expert consulting team who is enthusiastic about joining forces to deliver the best website, content, and optimization for your business. That’s what you get when you work with Vizion. Our consultants have the experience, skills, training, and a suite of SEO tools to plan for and create the content that Google rewards with high rankings and engages your site’s visitors.
Vizion is committed not only to completing individual projects but establishing a successful, long-term relationship as we cultivate and refine your content strategy. We will be in your corner every step of the way and are always available to make adjustments as your business or competition changes direction.
Vizion knows that quality collaboration is the best way to a successful outcome, and we appreciate the unique value you bring to the table. Creating the most effective content strategy for your website means we will work closely together to determine the business goals you want this strategy to accomplish and then develop original, high-quality content that helps you achieve these goals. We base many of our content recommendations on the customer journey and how your content can support them through to the conversion and beyond. We’ll evaluate all content along that path, including top of funnel content, typically found on a blog, through to mid-funnel, resource content, and bottom-of-funnel product descriptions. Our full-funnel approach ensures we can work with you to optimize content that specifically targets and nurtures users, providing them with the valuable information they need to make fully informed decisions about their purchase.
Our SEO consultants will optimize your content for how users are searching and in the formats that Google understands and rewards with high rankings. This also involves auditing your your competitors to see how we can adopt and customize their successful tactics to include in your strategy.
Whether your goal is to increase brand awareness, drive traffic, or build trust with your target audience, Vizion will create a personalized content strategy with your team.
We start our content strategy process with onboarding, beginning with what we refer to as the “discovery call.” This is when we make a personal call to meet you! We want to know about your business, your goals, where things stand with your content, and both your immediate and long-term content needs. If you have partnered with content marketing strategy teams or a broader content marketing agency in the past, we can discuss what has and has not worked for you and resolve any concerns you may have about the process.
Next in the content development process, we perform a platform audit and work with you to make a comprehensive, clearly defined game plan for your project. We’ll conduct keyword research where we review top industry keywords that are popular in search analytics, keywords you are already ranking for, and keywords that competing sites and companies rank for in relevant searches. We also look at competing sites that take up a similar space on the web and look for smart concepts they are incorporating into their content strategies that may make them rank higher. We further analyze both your content and the competition’s existing content to locate gaps in the information, readability, organization, and other factors to see what is working and what could be improved upon.
During this stage, we will optimize existing content, writing new content that follows the content strategy, and recommend internal linking opportunities. We ensure new content fits in with your brand’s tone and voice guidelines so the experience across your site is consistent and naturally flows through to the conversion. Optimization is not a “one and done” process, but a practice that must be continued regularly over time to effectively engage your target audience, give them an enjoyable user experience, and persuade them to convert. We work with you to update this strategy quarterly based on your evolving business needs.
Now that we’ve created a great plan for strategic content and optimization, we will utilize the power of social media to promote your content. Common tactics include running social media ads to boost the visibility of your brand and pitching your content to successful writers and bloggers in your industry. We will also use the outreach programs within our link-building program and Digital PR services to generate backlinks to your content from credible, authoritative sources, which both increase brand awareness and strengthens your online reputation.
Review & Refine
We review your content’s progress monthly, as part of a retained SEO engagement, and can make adjustments to your content strategy depending on your feedback and the overall performance of your site. All of your reporting will be accessible to you from your personalized dashboard in Google Data Studio. If your needs change or if we notice a trend where something isn’t working, we are always available to discuss how we can make changes to your content strategy.
What Is a Content Strategy?
A content strategy is a tailor-made plan designed to build an audience for your business by publishing and distributing original, compelling content and streamlining that content across web and mobile platforms. An effective content strategy implements best SEO practices to drive brand exposure, attract potential leads, engage visitors by informing, educating, or entertaining them, and convert prospects into clients. The Vizion team will develop a content strategy that encompasses both short- and long-term goals we determine during the onboarding stage of the process.
How Can a Content Strategy Help Your Company?
A great content strategy can help your company in a variety of ways during the conversion process, including:
● Establishing your brand identity
● Increasing brand visibility
● Boosting organic traffic
● Exposing your brand to a larger audience and more potential leads
● Sharing relevant recommendations
● Offering valuable information beyond simply describing your products, such as answering questions or helping them solve problems
● Keeping them engaged with your site
● Encouraging them to explore further to learn more
● Increasing the amount of time they spend browsing your pages
● Building trust and credibility in your brand
● Influencing their purchasing decisions
At Vizion, we help you create unique, quality content that performs well in the search engine rankings, increases brand awareness, and, most importantly, brings in leads.
How Do You Create a Content Strategy?
Creating an effective content strategy involves taking the following steps:
1. Clearly define the goals and objectives of your business.
2. Conduct research to identify your target audience.
3. Determine a problem they have that your product or service can help them solve.
4. Describe what sets your brand apart from the competition.
5. Perform a content audit to see which components are successful.
6. Decide which content formats to develop.
7. Publish your content to the channels that are most likely to reach your audience.
8. Create a content calendar so you can schedule new posts to appear at key times.
9. Manage your content by tracking performance metrics.
10. Regularly update your content to reflect the needs and preferences of your audience.
How Do You Develop a Blog Content Strategy?
Blogs are a great opportunity to engage with your prospects and provide them with fresh, original content that informs them, educates them, or otherwise adds value to their lives. Blogs are somewhat unique in that they’re a well-known platform and users have certain pre-conceived notions of the type of content they’re expecting. The key to creating a blog content strategy is knowing how it fits into the overall site content strategy, and what topics, categories and content formats should be used.
While most of the site content will be written in an objective, professional tone and is presented to the user by the brand itself, blog posts can be more personal in tone and topic and are usually published by a named author, who will have a bio and profile page. This naturally gives you the opportunity to highlight your leadership team, allow readers to get to know them, and share thought leadership content.
When we create a content strategy for your brand, we look to see how any existing blogs are performing and how that content fits into the overall content strategy. If your site doesn’t have a blog, we can help determine whether a blog really is needed and plan out what content should be created and published there.