Bill Gates once said: “Content is King”. Never were truer words spoken. But to make content that sells, it’s important to have a strategy!
Why is a Vegan Content Strategy Important?
When search engines look through your website, it’s not the aesthetics they look at (although this does affect user experience) but the content. And they’re very particular about what they find.
Content gives users a reason to visit your site and the more you have, the more potential entry points there will be from search engine results. It usually takes the form of blog posts.
Nevertheless, Gary Vaynerchuk went on to add: “If content is King, context is God.” In other words, you can’t simply upload loads of random content to your website; it has to be relevant. This is where a vegan content strategy comes in.
A strategy helps to align your vegan business values and aspirations with your digital marketing actions. It not only provides a clear and directive framework with which to reach your goals, but it also enables you to evaluate the effectiveness of your content and ultimately maximises your return of investment.
Creating a Vegan Content Strategy
We’ve simplified some of the steps we take at SHiDO to help you create your own effective vegan content strategy:
Arguably the most important step, a strategy should always start with research. This will ensure that you are writing high-quality content for your target audience (e.g. vegans, non-vegans, flexitarians, eco-warriors, etc.).
A strong strategy will be based upon research on the following:
- Brand (mission statement, vision, values, personality, etc.)
- Target audience (buyer persona)
- Customer journey
- Products and services on offer
- Competition analysis
- Keyword research
2. Establish Purpose and KPIs
To plan your content you must first decide what you want it to achieve and which Key Performance Indicators (KPIs) to use as a measurement of success.
For example, if your business sells vegan cactus seed oil then the purpose of your content might be to start ranking on Google for keywords such as “vegan cactus oil”, “cactus seed oil benefits”, and “cactus oil for face”. Your KPIs could include SEMrush keyword rankings, click-through rates, and increased traffic from those keywords.
3. Target Every Stage of the Customer Journey
To encourage organic conversions for your business, your content should focus on each stage of the customer journey:
This will create a funnel that leads potential customers towards your products and/or services. Furthermore, because you are providing all-encompassing valuable content, this will increase your authority on search engines and build trust from your website users.
4. Choose your keywords and blog titles
Based on the previous 3 steps, you can now choose which keywords would best suit each post and thus create relevant blog titles.
Some keywords are much harder to rank for but easy keywords might not provide your business with much traffic so make sure you pick some that have a range of keyword difficulties (low-high).
Remember to check out our advice on how to create titles that will optimise your organic CTR.
5. Be prepared to adapt your strategy
Things change! Be ready to adapt your content strategy accordingly.