The Copy Connection: Content Strategies for Web Developers

The Copy Connection: Content Strategies for Results Oriented Web Developers Drupal Camp Lethbridge 2009 @karriflatla | snap! virtual associates inc. | www.snap-va.com

In a perfect world …

Client engagement

Targeted content and using keywords

What your copywriter can help with

Inputting content for SEO and usability

Special offer

Seminar Overview @karriflatla | snap! virtual associates inc. | www.snap-va.com

Holistic Approach Gets Optimal Results

3 Pillars of Web Marketing:

Content – what you say

Usability – how you say it

Search – who’s listening

What about Development & Design?

@karriflatla | snap! virtual associates inc. | www.snap-va.com

Own the big picture = more $$ for you and the client

Developer as Gatekeeper

DEVELOPER

Marketer| Manager | Traffic cop

Client-Developer “Pre-Work”

No money exchanged hands yet.

Start with what client knows today .

Analytics (usually poor)

Past successes / failures

Pain points for client

Pain points for his market

Create climate of engagement:

Identify gaps – upsell opportunity

Educate around the whys and what-fors

1. Project Kick Off – First Things First

Goal: client commitment to process

Specific tasks and outcomes

Key assumptions (market unknowns)

Identify and clarify grey areas

Questionnaires – necessary evil prevents costly rework later.

Function & design

Copy & content

SEO (on page / off page)

2. Who Are We Marketing To?

Work backward from target market .

No market = No results = Unhappy Client

Who is your client’s ideal client?

Research / brainstorm

Demographics (age, income, etc.)

Psychographics (values, beliefs, lifestyle)

Age biggest predictor of behavior

3. (*sigh*) Content is King

Users engage with a brand and brands require images + words

Strategize content first

Topics of interest to target market

Brand / Unique Value Proposition (UVP)

Competitor websites / benchmarking

Special offers / downloads / VIP content

Social media (blogs, forums, other)

Review analytics if available

Keywords as Jumping-Off Point

Engage client to create “seed list”

30-50 key phrases

Understand how target market thinks

May impact overall architecture / feel

Not just for SEO though rankings benefit

Brainstorm content / blog posts

Create multiple, topically focused pages

Impact on navigation scheme

Keyword Research Tools

Google Keyword Suggestion Tool

https://adwords.google.com/select/KeywordToolExternal

Wordtracker Keyword Tool

http://freekeywords.wordtracker.com/

Avoid 1-word key terms

2+ terms less competitive, convert well

1-3 key phrases per page

What Copywriter Can Help With

Navigation scheme / blog categories / product categories

Tag line (impacts logo/graphics)

Domain name (if new domain)

Meta descriptions, title tags

Social media strategy (micro-content)

Get client approval / sign off before anyone actually writes or codes!

4. Getting Down to Work

The writer works on content.

The developer builds the site.

Coordinated effort

Collaboration software helps (BaseCamp, Smartsheet, Google Docs, etc.)

Behind the scenes conversations

Have client on hand for reviewing draft content, mockups, changes and approvals

5. Uploading New Content

Developer or other team member should handle (not copywriter)

Use in-text hyperlinking per copywriter suggestions (usability/SEO)

Protect typography

The dreaded MS Word document

Preview of how copy looks / feels

Or create protocols doc (styles, header tags, whitespace, alt text, etc)

Project Path Summary

Client-developer pre-work (pain points)

1. Project kick-off (questionnaires)

2. Who are we marketing to?

3. Content is King

4. Doing the work in coordination

5. Uploading content

6. Track, monitor, adjust

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