A content development/building strategy is a plan defining the kind of content you’ll regularly add to your site. When establishing your strategy, be realistic about what you can actually do. Can you write a weekly update, a monthly newsletter, a daily blog? Don’t bite off more than you can chew. Consistency can be more critical than frequency.
Content can include pictures, company background, case studies, blog posts, testimonials, advice, videos, resources…or just about anything else that has some relationship to who you are and what you do. Write up descriptions and editorial copy to any photographic or video content, especially if imagery is your primary content strategy.
Whatever kind of content you develop, it must also be compelling. The more interesting, helpful, fun, entertaining, or informative the content, more compelling it will be.
For any service business one of the most important things is the goal of establishing trust. Trust is built not only by demonstrating your competence, but even more importantly by establishing a level of personal confidence. Expertise and confidence are two elements that need to be established before anyone will trust a service to do a good job, whatever the field.
How might a content strategy convey trustworthiness? Trust can be established by being open, honest, helpful and free with information. Here are a few content ideas that are trust oriented.
- Testimonials
- Open forums
- Personal blogs with open commenting
- Professional blog with open commenting
- Articles that demonstrate competence and passion for your business
- Videos
