Let’s be honest, you probably already know that you need to create content for your website, otherwise why would you even be here. The problem you are probably having is know how to create content for your business!

Creating content for your website can be a great way to get your business services and products in front of potential new clients.

But did you know that it also gives you one of the best ways of connecting and engaging with your existing customers?

If you create the correct kind of content, then it can showcase products and services and allow you to really establish your brand.

Content creation allows you to communicate your message to your target audience and take the first step in building relationships with them.

One of my favourite things to work on with our clients is taking them from being clueless about content to having a clear content strategy, one that will help them get more traffic to their website and of course get a lot more sales 

So where should you start when it comes to creating content for your website ? Will you hate me if I say at the begining? I always remember when I was studying or preparing for something new, If I got overwhelemed I would walk around muttering to myself, just start at the beginning and go from there. And my old dad in his lovely Glaswegian way would say – “where the F***k else would you start? the middle” 

Well in the case of SEO you don’t actually start your content creation plan at the beginning (ha dad) at least you don’t if you think starting at the beginning means starting to write one line at a time.
No in the case of content for your website you start BEFORE you write a word. One of the first and the most important steps is in creating content for your business should be to research your target audience. 

That is your step one. figure out who the hell you are writing for. For example, I know who I am writing for when it comes to this post. I’m writing for people  like you, who want to know how to create content for your website. ( I also just sneaked the keyword in there again) 

So not to freak you out or anyting but I’ve researched you. Before I sat down to write this, I have figured out all the things that might be stressing you out when it comes to not only creating content for your site, but for getting traffic to it and for increasing your business sales. 

I know you understand that you NEED a content strategy (if you don’t here are the reasons WHY you need one) but you just don’t know where to get started. Thats a problem you have and I know I have the soloution (newsflash you are reading it) 

In other words knowing who your content is aimed at will help you create content that resonates with them and makes them feel seen and heard.

Knowing what their problems are will allow you to create content that makes you, your business and your products / services the answer to that problem.

Therefore, researching your audience will help you better understand their needs and interests, and this knowledge can be used to create content that is tailored to their interests.

Once you have a better understanding of who your audience is, the next step is to develop a strategy for your content. One you really know your customers you will know the type of content that they want to consume.

I know I have content that I love, people I never fail to watch their stories , read their posts, open their emails etc. For example just now Im in my Scottish contnet creator era, I just finished listening to the latest podcast episode from the wonderful Niki Hutchison.

As a business owner, looking to grow her business in a different way these days, Niki’s podcasts and posts are spot on for what I need. Her marketing knowledge and her way of delivering it are exactly what I need and shes building a community along the way. She also gets Bonus points because she’s Scottish and I love supporting fellow Scots, even the East Coast ones (only funny if understand the Glasgow – Edinburgh  west / east dynamics)

So for business content right now, I’m loving podcasts and blog posts. However as a mum im consuming loads of youtube videos and stories about raising teens especially neurodiverse ones and ones sitting exams. And the ones that teach me how to get my head round the fact my daughter moves into college digs in August and my son the following year (broken mum heart right here)

We are also in the middle of a renovation project right now and for that im binging content from my favourite tiktok home creators and pinterest boards and blogs.

So the type of content you create should match whats best for your potential clients, so you can show them how your product or services helps them fix their problem or desires.

So yes you have to create contnet that meets your visitors where they are at, but it also has to be the type of content that you enjoy creating otherwise it will just feel off and you won’t be inspired to create it.

You should consider what kind of content you want to create such as blog posts, videos, podcasts, infographics etc, how often you want to create it, and what channels you want to use to reach your audience.

However, regardless of the type of content you create first, it should make its way to your website both for SEO and for your clients.

Transcribe that podcast and add both versions to your website, same with your videos. Create mood boards or case studies etc

It is important to come up with a content plan that outlines your objectives and the steps you will take to reach them.

When we help our SEO kickstart or monthly SEO clients with their own content strategy for their website we also look at how often they will be adding content to their website.

We look at what the industry standard is for each clients niche, the average length of content, the type of content and of course what our clients can realistically manage each week or month.

For example for our photography client Vantage Windows And Doors we created a content plan that added between two and new blog posts a month, for our client Blossom Tree Ceremonies it was one piece of content a month, but for our seasonal SEO client Castle Race Series they were adding at least 2 pieces of content each week on the run up their race season

This is where too many business owners fail when it comes to content creation. They post and go. They post a blog post, video or social post and then they disappear. Think its job done and move onto the next thing. 

If you do this, then sorry you aren’t going to get the results you want from this. Your content will only be effective in growing your business if it encourages engagement with your audience. This could be through comments, shares, and likes on your content, as well as responding to any questions or feedback they may have.

While this post isn’t really about Google Business Profile, this is one of the places I see people fail to engage the most. Clients write them a review and good or bad you should reply to it, engage with the real people behind the review. But over 45% of business owners never reply to a GBP review.

Its maddness. Don’t do this. 

Engaging with clients on your content, websites and various platforms will help build relationships with your audience and make them feel valued.

Additionally, you could use email newsletters to keep your audience informed about any new content you have created, as well as upcoming events or promotions.

Once you have hit publish on your blog content then the next step is to promote your content. A good SEO strategy can help drive targeted free traffic to your website, but it can take time to achieve.

There are ways you can send traffic to your blogs in the meantime. You can do this through social media channels, email newsletters, paid advertising, and other methods.

While SEO is a slow burner it offers long term results, your post can stay on top and driving traffic for years to come, but what you need to do is find the best ways of promoting it while you wait on that to happen. 

Social media, emails etc they bring quicker wins but the results don’t last as long. Which is why Social marketing and email marketing should always work hand in hand with SEO marketing

Once you have published your content and you know its live on your website, it’s vitally important to track its performance to see which methods are providing you with the best results.

You can also use SEO tools like Google Analytics and Google Search Console to measure how your content is performing and make changes to improve it.

Both of these tools can let you see what’s performing well and what isn’t. It will allow you to see the content that is perhaps hovering on page 2, and with a little extra content, onsite optimisation, keywords or backlinks can get you to page 1.

It will also let you see what content is causing your website visitors to switch off and allow you to change the flow of your site to prevent that from happening!

Hopefully this post has help you understand how to create content for your website and that creating that content for your business can be a great way to reach new customers and engage with existing ones.

If not then I’ve failed at step one, which really wouldn’t be a good thing! I do hope this post has shown you not only that creating content is important but that it doesn’t have to be overly complicated either.

The key is to research your audience, develop a strategy, and engage with them. With the right approach, you can create content that resonates with your audience and helps your business grow.

Investing in content creation is an important part of building a successful business and will help you reach your business goals.

If you want more help with this on a 1:1 level then why not book in for an SEO power hour and we can hash it out together