Creating your content inventory
A detailed content inventory itemises the content that is either published – or required - on your site. It defines the status of that content: whether it is already published, requires updating, exists in some other form (a printed media release, for example), or remains to be created. And it prioritises the development of your content based on - for example – prevailing legal requirements, commercial objectives and changing market demand.
Now the good news: much of the content you’ll require will probably already exist - in your brochures, ads and other promotional literature.
With this in mind, Steve will work with you to
- uncover your 'hidden content gems' – valuable material that you may not even realise you had;
- suggest new ways to adapt (‘web-ernise) your current literature – to meet the needs of your site visitors;
- recommend new topics that you may not have considered – that will add real value to your customers’ website experience; and
- create – or commission – additional copy to meet your immediate and anticipated needs.
'Web-ernising' your printed literature
Unfortunately, the editorial approach that works so well in traditional media can prove disappointingly ineffective online.
Steve will therefore review your brochures, data sheets, press ads, media releases and so on - to assess their suitability for the digital media. And to repurpose your content where necessary - to reflect the needs and preferences of your time-starved and capricious online readership.
He'll evaluate your core messages, copy structure and style – ensuring your content is consistent with your integrated (print and online) marketing and communications strategy.
And, perhaps most important of all, he’ll review each page’s keyword usage – to determine the ease (or otherwise) with which new prospects are likely to find your site.
Developing your selling messages
As a highly experienced direct marketing copywriter – specialised in PPC (pay per click) advertising - Steve writes engaging marketing copy that commands attention, captures interest... and closes sales.
He can help you to define your principal differentiators, your key sales messages, and – most importantly – your online value proposition: that is, the unique benefits that a visitor will derive from your website.
Then he'll suggest innovative customer-focussed offers – and devise convincing calls to action - to convert new enquirers into profitable repeat buyers.
Optimising your web pages
While more than 80% of Internet users find new websites through search engines, 75% of those searchers never look beyond the first results page (source: Georgia Tech/GVU Users survey report).
Which means the closer your site comes to the top of page one, the greater is the likelihood it will be visited.
SEO (Search Engine Optimisation) is the process of improving your natural (organic) ranking in the search results pages – to maximise the number of visitors to your site.
Correctly structured, relevant and regularly updated copy - rich in keywords and phrases – is the acknowledged cornerstone of SEO (search engine optimisation) success. But Steve takes SEO to a whole new level - creating pages that are written first and foremost for people, yet are technically fully optimised for Google and the other main search engines.
Steve's people-centred approach to SEO combines time-honoured direct marketing copywriting principles with a suite of industry standard keyword research and analysis tools.
Those tools enable Steve to identify the search terms that your customers are really using to find your competitors’ websites. And to create new website pages based on the keyphrases for which you’d like your site to be recognised - and highly ranked.
Managing your news pages, blogs and email campaigns
Steve and his freelance associates manage the day-to-day content and online marketing needs of a raft of website publishers - ensuring their content and communications remain relevant, fresh and up-to-date. And keep customers coming back for more.
In particular, Steve is regularly commissioned to moderate user-forums; to research, write and edit case studies, media releases, blog posts and articles for syndication; and to manage regular enewsletters, promotional emails and ongoing social media programmes: creating video and audio scripts for, for example, regular vod- and podcasts; maintaining profiles and pages on Facebook, MySpace and LinkedIn; scheduling and publishing regular tweets...
whatever it takes to achieve your online media, marketing and communications goals.
Localising your content for international markets
To support clients who are seeking to extend their marketing reach overseas, Steve has partnered with TWI – a proven network of translators and industry-specialist writers whose challenge it is to overcome the legal restrictions and cultural taboos that make international communication such a minefield.
Through a combination of regional and market insight – and a thorough awareness of contemporary and cultural trends and influences – the company's carefully selected translators, writers and editors will hone your online communications so effectively that your customers will believe they have been developed locally.