Getting Focused

In order to build a successful public website, it is important to have a strategy. We hope this document will help you achieve successful content marketing on your new site.

What is your group’s mission statement?

• what is your reason for existence? OR why do you do what you do?

• this resource might be helpful

What is the mission of your web content?

• what do you expect to achieve by putting information on your new website?

Who is your audience?

• who is your core audience?

  • ie. new members, potential donors, fans, ticket purchasers

• create personas of your target audience.

  • here is a great article that will help you create these personas

  • note: you will probably have several target audiences

• what will be delivered to that audience?

  • news, events, audition information, expectations that potential members my want to know, opportunities to give financially...

• what is the intended outcome for that audience?

  • what do they expect to learn on your website?

Messaging

What is the primary message you need to communicate?

• answers what and why

What are the secondary messages you need to communicate?

• answer questions like who, how, when and how much

What action do you want your audience to take?

• contact you, come to a rehearsal, buy tickets

• you will need to provide an opportunity for this action

Per Page Goals

• what is the objective of the page?

Images

What do you want your viewers to think of you when they see your images?

• ie. approachable, friendly, accomplished, entertaining, fun, serious

Further resources

Here's a an article discussing SEO and quality content.