Got a brand-spanking new website, and you’re eager to jump right into content creation?
Planning on posting whatever you feel like, whenever you feel like, without any kind of strategy?
Hold your horses.
In the online world, your website is far more than just a fancy landing page. Its job is to present a compelling argument for your brand, playing an integral role in your digital marketing activities in order to successfully and sustainably attract your dream customers to your product, service, or message.
At RealClicks, we bring the weight of our digital expertise to the content creation necessary to deliver real results to our clients. By combining a strategic and informed approach to digital content creation with our branding, website design and social media management services, we craft cohesive and cultivated brand stories that mean you’re no longer shouting into the virtual void. Whether you’re new to the world of content creation or you’re looking to find new opportunities to cut through online, here’s our step-by-step guide to content creation for your new website.
Step one: understand the role content plays in digital marketing
It’s true that content can be a hungry machine – but when you understand the integral role it plays in digital marketing, that appetite can be filled with careful planning and pin-point execution. High-quality and effective content serves to build credibility, authority, and trust, providing a rich opportunity to connect with your customers. Here, the relationship your brand is building moves beyond transaction: you’re offering a narrative that can resonate on a deep and impactful level with your audience.
This is why content isn’t an afterthought in our work; instead, it serves as a consistent front-runner in delivering tangible value that outperforms on ROI measures.
Step two: understand who you’re talking to (and how you’re talking)
Before diving into a fresh document, it’s crucial to begin with a clear understanding of your brand’s audience and identity.
What does your brand stand for? How does this resonate with your intended audience? Is your tone professional, playful, informative or gentle? Does your brand ever brand spelling and grammar conventions because it makes sense for its identity? What is your audience looking to learn from you? What will keep them coming back for more? Why are they here in the first place?
These questions (and many more) are integral to developing a brand persona that resonates with your audience and is reflected in your content. The answers lay the foundation for your content’s tone, style, and voice.
Understanding your audience also goes far beyond their demographic factors. Consider how their interests and online behaviours can be spoken to in your content, including the challenges they’re facing and the problems they’d love to solve. The more specific you can be in speaking to these factors, the more chance your content has of standing out amongst the scroll.
Step three: set clear objectives
In the arena of content creation and planning, it’s important to start with the end in mind. What are you looking to achieve?
Is your content designed to educate your audience or persuade them? Do you need to increase traffic, generate new leads, or deliver a boost to your sales?
By setting clear, strategic, and achievable goals, you’re building an ongoing foundation for measuring the impact of your content, allowing the metrics to identify where tweaks may be necessary.
Step four: identify the appropriate content types and channels for your brand
In our work at RealClicks, we don’t take a rinse-and-repeat approach to identifying the appropriate content types and channels for the brands we work with.
While blog posts will work brilliantly for one client, a video is going to be much more effective for the next. The same strategy is necessary when it comes to channels: rather than trying to be on every new social media channel that pops up, understanding which channels are a strategic fit is necessary to build a fruitful content creation strategy. This can be achieved by assessing where your audience is most active – is it your website, a particular social media platform, or right in their inbox in the form of an email newsletter?
Step five: don’t forget the details
SEO. Engagement. Optimisation. Conversions. These aren’t just phrases used by digital marketers in an attempt to sound fancy – they’re the cornerstones of an effective content marketing strategy. Each element is crucial to making sure your content is in alignment with your goals, strategy, and long-term desired outcomes.
In our content creation strategies, we conduct continual monitoring to ensure we’re maximising the reach and impact of each piece of new content. Whether it’s keyword research, the optimisation of meta descriptions, link-building, social media responsiveness and engagement, conversion pathways, or more, we’re focused on the details that move the needle in every aspect of our content strategies.
Step six: craft, curate, and continue
Now that there’s an authentic and informed framework in place, it’s time for the creative parts: creating your actual content!
Alongside writing and producing in your brand’s voice, it’s important to focus on quality and consistency. We all know what it feels like to read a blog post or a social media caption that’s either been mass-generated with AI or written as an afterthought. It’s impersonal, inauthentic, and ineffective. Quality isn’t optional when it comes to achieving your content goals – content must be well-researched, thoughtfully written, and shaped with your intended audience’s experience in mind. By releasing new content on a regular schedule, you can also help to build trust with your audience and authority in your domain.
Brilliant content creation doesn’t happen by accident. From the importance of understanding your audience to measuring the impact of your content, building an effective content strategy is crucial to ensuring you’re not just releasing content into the void. When it’s in place, your efforts can begin to be met with consistent and reliable rewards.
Ready to elevate your brand’s narrative and online potential? Connect with our friendly team and we’ll explore how your content can fuel your brand’s impact, reach, and revenue.