Producing digital content goes beyond a leaflet or an email. There are loads of factors to take into consideration before you even start the writing process.
The beginning
Assuming the brief outlines what the proposition is, what is required, what the objective is, customer insight and success factors. We start with content production.
When tackling a web page, you must first consider:
- The CMS platform
- Templates and components you're using
- URLs (optimised for increased SERPs)
- H1 (needed for SEO)
- Metadata
- Google Analytics tags
- Assets needed, i.e. images, API, etc.)
- The journey for where will customers come from and where are you taking them
A content producer/editor (usually the copywriter) will need to work closely with UX and UI to ensure stakeholder expectations are managed.
The middle
Next, is the most crucial, the top half of the page, as that's what Google deems as the most important information. And in digital, you have 5 seconds to grab a reader's attention.
- H1 - must be a search term. Some web pages, the H1 is the hero title.
- Hero - if it's not the H1 needs to lead with the benefit, why should someone read the page, what's in it for them and what's your USP.
- H3 - subtitle, expands on the hero.
- Intro (standfirst) - sum up the page, manage expectations for the reader while forcing them to read down the page
- Body - use standard tone of voice principle, be relevant and break up copy with subtitles and bullets.
- CTA - verby tends to convert better and say what's going to happen next.
The end
The beauty of digital is you can assess how your page is working.
Try doing AB tests on the hero title, perhaps your audience doesn't respond marketing led messaging, but does respond to pain solution messaging.
Have a look at the content by testing it with real users. This is a great way to see if the content is working hard enough and if it's written clearly.
Just because a page is live, doesn't mean you should forget about it. Digital marketing and content is an evolution based on user behaviour. Each page should be seen as learning ground for writing effective copy that converts and continuous improvements of the experience.
