If you’re wondering how a website content manager can help you grow your online coaching business.
You’ve landed on the right page. In this post, we’ll discuss the following in detail:
- Definition of website content
- Importance of website content
- Website content plan
- How a website content manager can help you grow your business
- Lots more
So if you’re ready to take your business to new heights through a winning content strategy, this detailed post will answer all your questions.
Let’s dive right in.
Definition of website content
Website content includes:
The content of a coaching website plays a crucial role in generating traffic from search engines and converting that traffic into leads.
Following are the main areas of your website you would need content for:
- Service or product pages
- Blog posts
- Lead generators
- Thank you pages
- Follow up emails
The purpose of all of the above is to generate traffic and convert that traffic into leads. The more engaging, optimised and organised the content is, the higher the chances of better search engine rankings and conversion.
Importance of website content
Content is the backbone of most successful websites. Let’s explore the importance of website content in every aspect of your website.
Google considers over 200 factors before ranking a site, and content covers a few of them, including:
- Quality content
- Regularly updated content
- Relevant content
- Optimized and well-organized content
The better and fresher content you have on your site, the better the chances of achieving higher rankings in search engines and the better organic traffic.
Well researched quality content generally ranks higher in search engines that helps you getting relevant traffic to your website. Quality content also helps you increase the conversion rate, which results in more leads and sales.
When relevant audiences land on your website, and if you have a relevant and valuable lead generator in place, there are high chances that you can get their email address when they sign up. Your email list will play a key role in your marketing efforts.
Helps you build authority
When you publish quality information regularly for free to help your target audience, it helps you establish trust, authority and credibility and helps you showcase your expertise.
How a website content manager can help you grow your business
Creating website content that drives traffic and generates leads consistently is challenging. To have a winning website strategy, you may face the following challenges:
- Lack of time
- Shortage of funds
- Keyword research expertise
- Coming up with creative content ideas
- Creating a content calendar and sticking to it
- On-page SEO
- Maintaining and updating the content regularly
This is where a content manager comes in and helps you develop a website strategy to win the game. A content manager can help you in the following ways:
- Develop a winning content strategy
- Save time on research
- Analyse your competitors
- Help you decide the content categories
- Create a better website structure
- Better On-page SEO
- Writing, editing and proofreading the content before publishing
- Placing CTAs to increase the conversion rate
- Use premium tools for research purposes
- Tried and tested framework for content creation
Content creation and management are considered full-time jobs. If you are a busy business owner and spend most of your time here, there are chances that you will have less time to focus on your business i-e doing what you do best.
For example, being an executive coach, if most of your time is spent on creating and managing content, you will have less time to give 100% to your clients and work towards business generation and lead conversion.
Website content plan
The most important job of your website content manager is to work with you and develop a website content plan.
Your website content plan should include the following:
Your plan should clearly define, who will be your project manager to lead your website content plan.
Website content manager responsibilities include:
- Supervising and making sure your content plan is on track
He should be regularly in touch with you, and have weekly or monthly meetings to update and explore the content plan and strategies with you.
You get a dedicated project manager to handle your website content.
As explained above, your content manager will be responsible for creating a tailored content plan for you. Ideally, the entire month’s content is planned in the monthly meeting.
Depending on your business needs, the following things are mutually decided:
- Consistency of content publishing
- How many posts/pages should be published this month
- Content categories
- Focused keywords
- Service or product pages
- What kind of content is working best for you
- Analyzing competitors and creating a better strategy
Although a content manager is responsible for the above, but your involvement is equally important. You know your business better than your content manager, and you need to be on the top of your game for this to succeed.
Keyword research is probably the most crucial part of content creation. If you’re writing great content but not around the keywords you want your business to rank for, it will only bring irrelevant traffic to your site.
A content manager does thorough research using premium tools like:
Having a low difficulty level gives you a chance to easily rank in the top 10 searches. Following are a few more factors to consider before choosing a keyword:
- Keyword difficulty (Should be low)
- Traffic volume (Should be high)
- Traffic potential (Higher the better)
- Cost per click – CPC (Should be high)
Here’s an example of a good keyword:
Doing keyword research requires having ideas, time, and skills. You need to learn at least one of the tools to make your keyword research effective and then invest your time and energy in doing so.
Your content manager should have the skills and expertise to use these premium tools and make this super easy for you.
Once you have your keywords figured out, the next step is to create a title that makes sense, is creative and grabs the attention of your readers. This further involves a bit of keyword research and competitor analysis.
For example, you need to check whether people are writing list posts or guides on your targetted keywords or simply creating service pages for that. It is better to follow the trend.
Once you have this figured out, then comes title creation; for instance, your keyword is “Website Management” You can either simply use this title and start writing a post which may be ineffective.
In this case, your content partner will do the research and give you a couple of options so you have better chances of ranking. For website management, we can use the following:
- Website Management: The Definitive Guide
- X Steps for Effective Website Management
- Best Website Management tools in 2022
The list goes on.
In ideal circumstances, your website content manager should be able to create content briefs by working with you (business owner) for your content creation team.
Content brief should include:
- Main Keyword
- Relevant keywords to include in the article
- Headings (H2 and H3s)
- Recommended word limit
A quality content brief can help you improve the quality of your content and speed substantially.
Editing and proofreading
Once the writers submit the content. The content manager should review the content if you don’t have a dedicated content editor.
This should include the following:
- Checking for grammatical errors
- Checking the flow of content
- Suggestions to improve
- Suggestions to include or exclude certain content
- Fixing punctuations
- Checking for plagiarism (As it has a negative impact on SERPs)
- Using premium tools for proofreading and editing
Once all of this is done, your content piece will be good to publish.
On-page SEO optimization
Before publishing a post or page on your website, you need to look into on-page SEO optimization. This will help Google understand your content and rank better.
Your content manager should help you with the following as well:
- Using Yoast SEO plugin
- Deciding the focus key phrase
- Make sure it is evenly distributed and used in the headings
- SEO title
- Meta description
- Meta tags
- Featured image
- Inbound/outbound links
- And so on
Most of these sound simple but are somewhat technical; for example, most users are not aware that there is a significant difference in the following:
- SEO title
A content manager can save you from all this hassle and do it for you. If you have checked all of these, your content is optimized for SEO and publishing.
Publishing on the site
If all of the above points are taken care of, now comes the publishing part. Although you can publish a post with a click of the button but having a content manager will do the following for you:
- Checking the pre-launch checklist
- Selecting the right category and tags
- Publishing from the correct author-name
- Final proofreading before publishing
- Checking the URL and permalink
Publishing may sound like the final phase of the content management process, but it certainly is not. After this, you need to move to post publishing checklist.
Most busy business owners, don’t have the time to write the content themselves or in some cases don’t have an in house content team.
In such circumstances, your content manager should be responsible for writing the website content for you. Ideally, the content is planned for the entire month with you.
Once you have your content plan sorted out with your content manager, he or she will take care of the following:
- A well researched complete article
- Including main and relevant keywords
- Relevant images
- Eye catching title and headings
- Editing and proofreading using premium tools
- On-page SEO
- Publishing on your site
Regularly updating content on your website
Updating website content is one of factors Google considers before ranking content. Search engines like fresh and updated content.
Your content manager should help you keep your content up to date by providing a customized list according to your content. You can also update our content following the given checklist.
- Update all dates/year
- Update all stats that you have included in your content
- Remove outdated content
- Review Google Search Console for keywords and include them naturally where possible
- Fix broken links (If any)
- Update/Improve images (Especially infographics)
- Check and update grammatical/spelling errors
- Update internal/external links
Staying on top of the above items will keep your content fresh, and you can maintain your rankings in search engine results.
Having a website content plan is the key to your overall online marketing. I hope the above details will help you understand the importance of website content as well as having a content manager.
Or you can use the above information to create your own winning content plan as per your available resources.
The best website content plan is the one that works for you and your coaching clients.