The Web content strategy helps to develop a relevant editorial heritage over time. As inbound marketing wants. Tips for building a lasting editorial strategy…
In 4 steps, here is a methodology to develop a web content strategy that promises long-term loyalty to your targets.
- Inventory your web content in the different channels;
- Qualify this web content: objectives, targets, update;
- Define the archiving cycle such web content;
- Establish a strategyeditorial animation.
1. Take inventory of web content
The first phase is to list all the content currently published on the website. This is a bit of an inventory: any advertiser (or at least their website publishers) must be able to quantify the information published on their website if they want to be able to ensure its sustainability.
In other words, browse the entire site, list all the pages on the site and save them in an ad hoc file.
2. Qualify web content
Establish a series of criteria to be able to assess the quality of your web content. all editorial strategy must be based on qualitative guarantee mechanisms. Relevance, usefulness, appeal, freshness, originality, rarity,… Choose your criteria according to your editorial line and your DNA. These criteria will help you to comply with your reading contract.
On the basis of the document drawn up in the 1st phase, we will review all the web content concerned and assign them a series of criteria which will allow us to stay on course with the editorial strategy.
The ultimate goal is to avoid or get rid of unnecessary content. We take into account user needs, website objectives and the advertiser’s mission to determine what content is useful and useless.
3. Define a strategy for archiving Web content
Have you ever thought about the potential effects of keeping obsolete editorial content online? Have you noticed the impacts, then, of removing this web content? Whatever the choice: maintain or delete, the stakes far exceed the referencing of your website.
In any Web editorial project, a strategy ofweb content archiving is essential. It is about defining coherent processes to ensure good information governance and avoid the inevitable proliferation of redundant, insignificant or outdated content.
There are 2 ways to archive web content:
- keep the content online, but indicating that it is no longer updated. This is the role, literally, of the “Archives” section.
- unpublish or remove obsolete or unqualified web content from the site or blog.
Do you want to keep content that is no longer maintained or updated? Leave it online! But make it clear that it has been archived!
Editorial recycling enthusiasts reluctant to archive their web content. They prefer to rewrite, reorganize, aggregate and republish, just to capitalize as much as possible on the editorial efforts made.
It is at this stage that theeditorial animation. What strategy should be put in place to ensure, if not the freshness of Web content, at least the general relevance of the editorial heritage? Some answers:
- it is necessary plan content with various sustainability indexes: hot content, cold content, Flash content, custom content, storytelling, storymaking, etc.
- keep in mind the ” purpose »Published content: informing, entertaining, educating, converting… Web content produced to achieve one or the other objective may have another index of sustainability;
- you have to look for ways to group, aggregate, reorganize similar web content: aggregating themes into landing pages, moving and reorganizing pages and sections to create files, retrospectives, etc.
Editorial animation, dear to inbound marketing, consists of implementing all the actions of publication and maintenance of web content, with the aim of retaining leads and acquiring new prospects.