Thinking Ahead Strategies for Planning Your Next Website Content

So maybe you already have a website for your brand, and you’ve done everything you can to ensure that the user experience for your customers is as seamless as possible. While this is definitely a great step forward, you shouldn’t stop here. There’s no way you’ll stand out in the crowded online marketplace if you don’t keep your website’s content fresh and new. 

Planning your content effectively ensures that you reach your audience, meet your business goals, and find your way to the top of SERPs (Search Engine Results Pages). In this article, we’ll explore key strategies for planning your next website content, ensuring your digital presence is impactful and engaging.

Understanding Your Audience

Creating Audience Personas

Understanding who your audience is can significantly impact the success of your content strategy. Begin by creating detailed audience personas, which are fictional characters that embody your ideal customers.

Consider various aspects such as their demographics (age, gender, income level, etc.), interests (hobbies, passions, etc.), pain points (challenges, problems they face), and behaviors (buying habits, online activity). This comprehensive understanding will enable you to craft content that effectively addresses their specific needs and preferences.

Identifying Audience Needs and Preferences

After creating your personas, delve deeper to understand what they truly seek. Conduct surveys to get direct feedback, use analytics tools to track behavior and preferences, and engage with your audience on social media to gather real-time insights. This comprehensive understanding of their needs and preferences will enable you to produce content that resonates deeply and encourages repeat visits.

Setting Clear Goals

Defining Content Objectives

Identify what you aim to achieve with your content—be it increasing brand awareness, driving traffic, generating leads, or boosting sales. Having clear objectives will steer your content creation process, ensuring each piece aligns with your overall business goals.

Aligning Content with Business Goals

Ensure that your content strategy is not just about creating content for the sake of it. Align it with your broader business goals. For instance, if one of your goals is to establish thought leadership in your industry, your content should focus on providing valuable insights and expert opinions.

Conducting a Content Audit

A content audit helps you understand what you already have, what’s working, and what’s not. It’s a comprehensive review of your existing content, allowing you to identify gaps and opportunities for improvement.

Steps to Perform a Content Audit

  1. Inventory Your Content: List all the content on your site.
  2. Evaluate Performance: Use analytics to assess how each piece is performing.
  3. Identify Gaps: Look for topics you haven’t covered or areas needing more depth.
  4. Update or Remove: Decide whether to update, repurpose, or remove outdated content.

Analyze your findings to inform your content strategy. Identify patterns in high-performing content and replicate those elements. Use insights from the audit to refine your approach and focus on content that resonates with your audience.

Keyword Research and SEO Strategy

Keyword research is the backbone of SEO. It involves identifying the terms your audience is searching for and incorporating them into your content. Effective keyword research helps you understand demand and optimize your content to meet it.

Tools for Keyword Research

Enhance your keyword research with tools like Google Keyword Planner, SEMrush, and Ahrefs. These powerful resources deliver essential data on search volume, competition, and related keywords, enabling you to select the most effective terms to target.

Integrating Keywords into Content

After identifying your keywords, integrate them naturally into your content. Avoid keyword stuffing, as it harms readability and SEO. Focus on creating valuable content with keywords included organically.

Boosting Earned Media Value

Understanding Earned Media Value

Earned media value (EMV) refers to the exposure you gain through organic means, such as word-of-mouth, social shares, and media coverage. It’s a powerful indicator of your content’s impact. That’s why having strategies to boost Earned Media Value is crucial for maximizing the impact and reach of your website content. 

Here are a few: 

  1. Create Shareable Content: Produce content that is valuable, engaging, and easily shareable. Infographics, videos, and interactive content tend to garner more shares and exposure.
  2. Build Relationships with Influencers: Team up with industry influencers to supercharge your content reach. Their backing can dramatically boost your content’s visibility and credibility.
  3. Encourage User-Generated Content: Prompt your audience to create and share content related to your brand or products. Through user-generated content, you can boost engagement and extend your reach organically.
  4. Participate in Online Communities: Join relevant online communities and participate in discussions related to your niche. Sharing valuable insights and content within these communities can attract attention and drive traffic back to your website.
  5. Pitch Your Content to Media Outlets: Identify media outlets, blogs, and publications that cover topics related to your content. Craft personalized pitches for these outlets, highlighting the value your content can offer their audience.

Measuring Earned Media Value

Measuring earned media value is crucial to understanding the true impact of your content and to fine-tune your strategies for better results. Here are some key metrics to track:

  • Social Shares and Mentions: Monitor how often your content is shared and mentioned on social media platforms. Tools like BuzzSumo and Mention can help you track these metrics.
  • Backlinks: Track the number and quality of backlinks your content receives. High-quality backlinks from reputable sites indicate that your content is valuable and trustworthy.
  • Media Coverage: Measure the extent and impact of any media coverage your content receives. This includes mentions in articles, blogs, podcasts, and other media outlets.
  • Engagement Metrics: Look at engagement metrics such as likes, comments, and shares to gauge how well your content resonates with your audience.
  • Traffic and Conversions: Analyze the traffic driven to your site from earned media sources and track the conversions that result from this traffic.

Utilizing Analytics and Feedback

Analytics tools like Google Analytics, SEMrush, and Moz can provide valuable insights into how your content is performing. Track metrics such as page views, bounce rates, and conversion rates to understand what’s working and what needs improvement.


Effective content planning is essential for the success of your website. By following the strategies outlined in this article, you can create engaging, valuable content that resonates with your audience and drives results. Remember to stay flexible, measure your performance, and adjust your strategy as needed to stay ahead of the curve.

If you don’t have the time or resources to create high-quality content in-house, outsourcing may be the right option for you. Get your customized SEO plan now with Profit Parrot! 


Lark Begin is a digital marketer from Ottawa, Canada. Lark is an SEO Master, PPC expert and content writer. She helps many small businesses get ranked on Google each day.