A simple content strategy (getting the right content to the right people in the right place at the right time) will make it easier to keep your website updated and will help with Google search rankings. The steps below are good rules of thumb to follow when developing a strategy that works for your department or unit’s website.
1. Review Your Goals and Objectives
StePS to TAKE:
List your specific website goals (and results) and corresponding objectives (the steps you need to take to achieve them).
StePS to TAKE:
Identify the content (and types of content) that will help meet those objectives. Would a video help engage potential students? Would an infographic best illustrate important research findings?
Example:
Goal: Generate more potential student leads
Objectives: Increase SEO scores, promote contact
form submissions, highlight research opportunities
2. Set a Schedule
STEPS TO TAKE:
A basic spreadsheet can help you keep track of and plan
for content updates to your website.
STEPS TO TAKE:
Set a reasonable schedule for updates and additions that you can sustain.
STEPS TO TAKE:
Plan around important dates like application deadlines and department or college events.
3. Create Your Content
steps to take:
The content’s tone should be appropriate for the audience and in line with college standards.
steps to take:
Use search-friendly keywords in page URLs, headings, body content, image alt tags, and other metadata to make your pages easier to find via Google and other search engines.
steps to take:
When possible, create content that can be shared via multiple platforms (website, social media, email campaigns, etc.)
4. Measure and Review Results
steps to take:
Check your web analytics monthly to see what content is getting the most views and adjust the site structure and navigation, if necessary.
steps to take:
Periodically check in with your users to ensure ease of navigation and identify content gaps.
steps to take:
Ensure your content is meeting the metric goals set in your content strategy.
STEPS TO TAKE:
Review your entire content strategy annually and discuss any updates with stakeholders.