How a Content Strategy Plan Comes Together

Interview Questions: Home Page

• Does client have logo and/or tagline already? Ask for media files for logo.
• If no tagline, brainstorm with client to generate ideas for tagline and/or set up time frame to send ideas to client for selection/approval
• Clients often have terms they use often – note their “speak” as this is often the same “speak” their audience will have.
• As home page should provide brief description of client’s business, ask for info on that. (More in-depth details would be on About page)
• Ask what client thinks makes business unique (locally owned and operated for X number of years, etc)
• Verify location info and phone, will there be a search box, links to facebook (like us) and other social media links (if none, also discuss employing these to increase visibility).
• Why come to client’s store? Want to increase residential foot traffic/sales so what are some draws to bring in locals? Specials, regular sales, free stuff.
• Can also ask if client has input on home page: simple and clean or more detail desired?

Interview Questions: About

• Does client have mission statement – sometimes it can be just idea rattling around in their head about how they view business so if no defined mission, can brainstorm a bit with client: Strives to be best/no one does X locally, etc?
• Expand here on locally owned aspect, history, when founded, etc
• Provides storytelling opportunity – how did business get started?
• Ask for photos, early days, etc.
• Growth of business over time?
• Links to newspaper articles about store?
• How have people heard of business – word of mouth, reputation, long-standing local business, other business referrals/mutual relationships, etc. (This info can also help with creating future promotions*.)
• What do you do in community (does business sponsor local teams maybe?)

Interview Questions: Product

• Goal of website should be to make product pages easy to find and navigate for users (and easier for search engines for find) – one way to do this is to consider having different types of products on separate pages, so one landing page contains content for types/categories of products (to allow users to find type they want without a lot of scrolling), and each page includes pricing, free in-store pickup info, etc. May want to also discuss possible option for users to ‘view all’ to allow them to open one page with all products displayed.
• Intro content on these product pages helps to determine what you’re looking for, etc.
• Highlight bestsellers? Include content about promos* on home page and on these product/brand pages – prominent displays of sales opps, refer-a-friend promos, along with other ideas such as $10 off free shipping, similar products, cross-linking from product pages to promotion page…

Interview Questions: Contact

• Short and sweet: Address, phone, hours of operation, etc
• Contact info is client-driven; may also include driving directions on page
• Can suggest having Location menu

Interview Questions: Promos

• Promotions page could maybe latest coupon downloadable in pdf, but this is where could include Yelp/Google Plus (others: angie’s list) links and discounts for regulars/seniors/students, etc? Other promos might be for users to sign up to receive a text when client has 20 percent off sale, signup for newsletter, etc
• Discuss sales opportunities with client – does he/she have sales events during month, special year-end deals, discount days, etc., that can be promoted on website and through email alerts or newsletter.
• Again, prominent displays of sales opps, refer-a-friend promos, along with other ideas, $10 off items, cross-linking to product pages
• Beyond target market, where else can we help grow business – is strength in one type of product more so than others, for example?

Interview Questions: Testimonials

• Does client have regular customer(s) who I can contact for testimonials
• Any brochure or retail info with testimonials from prior experiences etc
• Can also have client’s expertise and experience in field included here

Interview Questions: Blog

• Suggest start with ‘Who we are’ blog – storytelling how company came to be, why they got started in biz, family roots, community connections etc.
• Then work with client to gather more ideas, such as:
• why brand X is better than brand y;
• why we don’t carry brand Z;
• “did you know” pieces on why something is important;
• links to brand websites on products;
• reviews; tips pieces
• This is also where you could include ‘Resources’ with links to brand help pages/manuals (this could also be good info to cross link for Product pages)
• Topics for blogs should always be geared toward sharing.
• Discuss consistent schedule for blog writing – you want regular new content to site.

Other Details

Case Study: Gardenworks

Initial email to client

Initial Draft