Maintaining a high-quality collection of online content is crucial to driving marketing engagement. According to the B2C Content Marketing report, marketers use content marketing to achieve three key goals: creating brand awareness, building credibility and trust, and educating their audiences. To achieve these goals for your organization, you must create a strong library of content for your website.
A website content library is a collection of assets such as photos, graphics, and videos that you can use to inform your audience about your organization and its mission. You can store these assets in your content management system (CMS), such as Drupal or WordPress, or a shared platform like Google Drive.
As a mission-driven organization, your content is critical to spreading awareness of important social, humanitarian, and health issues. This guide explores five tips for building a strong website content library to power your communication efforts.
According to a Semrush study, 31% of marketing professionals say creating content that resonates with their audience is a top challenge. However, it should be a priority for your marketing team because developing content geared toward your target audience can drive a higher return on investment (ROI) for your marketing efforts. Your audience members are more likely to engage with this content and take steps to get more involved with your organization.
To reduce the challenges of creating audience-centered content, develop personas for your core audience groups. Personas are fictional representations of different segments within your audience. For example, a healthcare organization could have personas for prospective patients, current patients, healthcare professionals, patients’ family members, and volunteers.
Get started by using this template to create between three and five personas for your unique audience:
Then, reference these personas when designing new content to ensure every new material you create has a distinct purpose. Kanopi’s healthcare content marketing guide recommends asking yourself the following questions as you create new content:
By carefully thinking through these questions, you can focus your time and energy on creating content that appeals to your audience and strengthens their connection to your cause.
Bare-bones, one-dimensional content won’t hold your audience’s attention for very long. Your audience members naturally have different learning styles and varying preferences for taking in new information. For example, about 65 percent of the population are visual learners, 30 percent are auditory learners, and 5 percent are kinesthetic (tactile) learners.
As you build your content library, prioritize the following types of high-quality web content to appeal to all types of visitors:
Getting Attention’s graphic design guide recommends telling stories using your graphics and other content elements. Throughout the content creation process, keep your organization’s primary message and mission statement in mind, and consider how each content element furthers the narrative to spread greater awareness to your audience. Ensure your content is uniformly branded with your organization’s logo, colors, and fonts to contribute to a cohesive story.
In addition, work with professionals or leverage marketing platforms as needed to fill your library with high-quality content. For example, with a video engagement platform like Gather Voices, you can access a simple, user-friendly platform to create user-generated video content that adds authenticity to your marketing.
Interactive content is content that website visitors can actively engage with. Some estimates have found that interactive content can drive 2x more conversions than passive or basic content.
Make your content more immersive by adding these elements to your content library:
Promote this interactive content across multiple platforms, including your website’s blog, your email newsletter, and your social media pages. Encourage audience members to share their quiz results or other informational content by including social media sharing buttons.
Share your content library with all team members who will be refreshing your website regularly. Establish clear policies and internal communications guidelines for creating, uploading, and updating your content.
For instance, you might create a standard process for adding new content to the library with these steps:
Develop a content creation calendar to keep your library fresh and up to date. For example, you might plan to record a monthly podcast episode or publish a new eBook four times a year. Also, set regular reminders for refreshing timely content, such as infographics or charts. This ensures that your content stays as accurate and updated as possible, providing more value for website visitors.
Assess your content performance over time to determine what’s going well, what needs improvement, and what strategic changes you can make to drive greater engagement. Measure performance using tools like:
These tools can help you identify common roadblocks in the user experience or content types that don’t drive a lot of engagement. Get creative and try new content ideas to find elements that work well for your unique audience.
Once you have a strong foundation and a robust content library, you can easily pull out assets and implement different content types within marketing campaigns on any online platform. This will help streamline your communications process to get crucial information out to your audience faster and offer a more positive online experience.