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What Content to Develop First When Launching a New Website

When you’re launching a new website— whether for a new brand or a rebrand— content will likely be one of the first things you think of.

What content should you create? When should it be published? And if you’re rebranding, what about old and maybe out-of-date content— should that be refreshed, or done away with altogether?

Knowing what content to prioritize when launching a new website can directly impact its success, so we talked to Dave Shanley, founder and CEO of content management system Content Camel, to hear his insights on the content brands need for marketing and sales (and maybe what they don’t) during a site launch.

Dave Shanley is the founder and CEO of Content Camel, a sales enablement and marketing content management tool that helps companies of all sizes sell better by leveraging their marketing content more.

Dave was the technical founder of CrowdCompass, a live-event mobile app, and rocketed the company from his apartment to $25M ARR with an exit to Cvent, and an IPO along the way. After Cvent, Dave founded a product analytics company (acquired by Jama Software) and led go-to-market growth at the private equity backed parent company. Dave advises VC-backed companies on their go to market strategies to help speed their time to market.

The Type of Content Businesses Should Prioritize During a Site Launch

“Content” can mean a lot of things, including the following:

There’s a lot that fits under a single umbrella, and it’s hard to know exactly what to prioritize first.

Here’s what Dave had to say:

Understanding your core objectives and your GTM plan is essential… but so is avoiding common prioritization mistakes.

So, don’t be afraid to start with product-heavy content, as long as you’re creating the value and strategically choosing objectives for each post.

How Quickly Businesses Should Start Blogs

Blogs are undeniably the most significant method of content marketing that most businesses rely on for attracting and even retaining customers.

Some businesses wait until their website has been up and running and their copywriter has time to start on blogging before they launch a site; others start writing posts before the site is even published.

Dave recommends the latter.

You can’t launch a product, sell a service, or pitch your latest idea without a receptive audience. The hardest part of everything that comes after – is figuring out what segment is going to engage the most and the deepest first.``

Why Style Guides Matter

Style guides— also sometimes referred to as “brand voice guides”— are commonly used by brands to keep everyone on the same page and detail exactly how they want content to be created.

In many cases, style guides include instructions for grammar, word choice, formatting, and tone. And while some teams don’t use them— embracing the uniqueness of different voices for the blog— they can be incredibly helpful when it comes to establishing brand awareness. 

The most important thing to keep in mind, though, is that your brand and style guides must be created with your ideal customer profile (ICP) in mind.

The Types of Content Sales Wants

Marketing and sales should be in alignment, but sometimes they aren’t. When that happens, the marketing team may end up focusing on one type of audience— and certain types of content— while sales is left wishing for something else.

In many cases, sales may benefit (or hope to receive) content that can help them sell more to their leads. The content may include pitch decks, product tutorials, and late-funnel content.

Creating Urgency With Positioning & Messaging

Creating urgency is a common marketing practice that’s used to motivate leads and customers to act right now. Using positioning and messaging within your content marketing can actually create urgency that drives real actions like clicks, email sign-ups, free trial demos, and even sales.

And that may look different than what some companies might think:

How Can Businesses Track Content Results

Content marketing success is often much more difficult to track than some other platforms, like PPC campaigns, where you can easily see a “click to conversion” path.

While it may be difficult, however, it’s still crucial, and having the right KPIs in place can help.  

In many cases, asking both sales and marketing what they think is working and why can also offer plenty of insights. They’ll each have their own opinions, and may be tracking different metrics or advice from customers.

Want to keep an eye on how your audience is engaging with your on-site content? Learn more about MyTracker’s website analytics.

What Happens to Existing Content During a Rebrand?

When your company is rebranding— or even dealing with a new product use case, or new buyer personas—, it sometimes means that older content isn’t quite as relevant as it was before.

There may be product information that’s no longer relevant, for example, or blog posts written with a certain audience in mind that you’re no longer targeting.

So the question becomes what do you do with the content during that time?

Refresh it, or get rid of it? And if you’re going to refresh it, should it stay up for the duration of the time that it does take to refresh it?

That being said, you want to be strategic about what you start reworking first so you can hit the high-value, high-visibility, and high-intent content first with updates.

When to Consider Working With Third-Parties

Content marketing and copywriting can be done in-house, but many brands also often rely on third-party agencies or freelancers to help.

So the question becomes when they should start working with third-party content experts. This will depend on your goals, your budget, and the team you have in-house… but if you need to work with third-party content creators, “today” is the best time to get started.

Final Thoughts

Content marketing is a vital marketing strategy for many brands, both B2B and B2C alike— which is why this post is here in the first place! Knowing what to prioritize when you’re launching a new site can help you start building momentum from day one, which is why Dave’s advice is so valuable.

Which brings us to our last snippet of wisdom he shared:

That’s great advice if we’ve ever heard it!

Make sure that you’re tracking your website and content data from day one. See how MyTracker’s website analytics can help.

Tags: marketing analytics web analytics