There is a direct link between the content your constituents are consuming on your website and how they feel about you as an organization. The job of content, and that of marketing professionals, is to help create an emotional connection with your constituents and also to create a digital space for your constituents to have meaningful moments around your organization’s mission.
Nyleva Corley, principal user experience designer at Blackbaud, recently shared tips for creating more effective and meaningful content on an episode of The sgENGAGE Podcast. Read some of her tips below to get you started, and encourage you to listen to the episode to hear all of Nyleva’s advice.
Here are Five Tips for Creating Effective Web Content
- Take an Inventory: A content inventory is a quantitative assessment of the footprint of your website – it’s a granular view of all of the pages and collateral that you have on your site. An inventory is essential for beginning to understand both the breadth and effectiveness of your content.
- Perform a Content Audit: Content audits can be exhausting, but they are critical to assessing the performance and qualitative merits of your site content. In addition to including analytics data, you’ll also want to note the purpose of the content and what it supports. Looking at all these factors will ultimately help you identify and update content that will assist you to improve SEO, increase engagement and improve conversion rates.
- Create a Message Hierarchy: A message hierarchy is a system that you can use to make sure that every single page on your website is meeting your business objectives. You’ll start with building your primary message – a single, bold and concise statement of what your organization is fighting for. You’ll then create a series of secondary or supporting messages about how your organization gets the job done. And then finally, you’ll have a call to action. Ultimately, that’s what you want your constituents to do on that particular page of content.
- Cut Content: After you perform your content audit and create your message hierarchy, you’ll want to sit down and impartially evaluate your content. Don’t be afraid to nix content that doesn’t support your most critical organizational and audience objectives. You want to make sure that all of the content that you have on your site is not frivolous and effectively communicates the messages you are trying to convey.
- Perform a Gap Analysis: Now that you’ve done your content audit and you know what you have, you know how well it’s performing and have done the necessary editing, you’ve probably also identified some missed opportunities with your content. The gap analysis will allow you to create content that truly bridges that gap between what your business objectives are and what your constituents need on your site.
Want to learn more about these steps as well as dig into the five additional steps that Nyleva has identified as being critical for an effective content strategy? Listen to the sgENGAGE Podcast Episode 175: 10 Tips to Supercharge Your Content.