Content is king! Every good marketer is acutely aware that quality copywriting is essential to almost every marketing initiative. The high importance of content is what can make it one of the most difficult parts (on the client side) of a project. Over the years, we’ve established processes and strategies to help navigate this complicated journey but, to start, let’s cover some types of projects we may embark on that include content development.
Website Page Content
During the course of a website redesign, many of our clients are also adjusting their market positioning, onboarding new marketing staff, rebranding, or addressing any number of other strategic changes in the business.
An updated website is often the product of other large changes in an organization. It comes as no surprise that when it is time to succinctly write down who you are, who you serve, and what particular value you bring to market, it is no small task. It also isn’t something we’ll be able to do for you entirely. We can help, but the meat of the page content needs to be written by the people in your organization with the best pulse on the vision. Our suggestion during the start of a website project is to work out the answers to those fundamental questions as soon as you begin the project. That way, there will be several weeks of lead time to iron out any kinks.
When it comes time to write the content, you’ll be well equipped to fill in the blanks. There are two phases where the bulk of the copywriting happens in a website redesign project:
After the wireframes have been created
After pages have been designed
Once we have created wireframes of the website, you’ll have a very low fidelity (think blueprint-esque) version of the website pages that you can use as a reference for where content will need to go and generally how much will need to be created. At this stage, we request that you begin to write for the depicted content areas so we can use that content when creating the page designs.
After we have received copy and fielded any revisions during the wireframe stage, we’ll create high-fidelity designs of all of the core pages on the website and include your real content. This helps us work out any kinks if the content isn’t working well with the design. Once the page designs are complete, we’ll send them off for your final review. Our goal is to include all of the copy in the website designs before sending the designs off for development. Doing so removes a step in our process where a web developer creates pages with placeholder content and later we need to place real content in the website.
In many cases, editorial content on websites takes place as blog posts, insights, or articles. This type of content is different than the content on the core pages of a website, because while it should serve the same audience, it normally isn’t intended to “sell”. Editorial content typically exists to create value to your customers that in turn causes them to attribute good will back to you. Editorial content should be SEO optimized and does not always need to be produced by your internal teams. Our team can support marketing teams at various levels of involvement: Optimizing existing content, suggesting new content based on consumer demand, and creating new content.