Content Strategy Gives Direction To Your Website Readers

Published: May 18, 2021 Read time: 6 minutes, 30 seconds What is content strategy? Simply put, it’s a plan to add information to your website, consistently over time, that will attract readers and direct them to the content they’re interested in. You’re likely familiar with the term “Search Engine Optimization,” or SEO, which is building your website in a way that will make you findable in the search engines. SEO is an important aspect of effective content strategy. But if you are only writing for the search engines, you are neglecting the very people you are trying to attract; your readers. Sites written only around SEO principals look very different than sites written for human interaction. Striking a Balance An effective content strategy finds a balance between following SEO principals and writing with your audience in mind. Both require adding content consistently over time; letting the search engines know the…
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Launch Boutique

Visit – and shop – LaunchBoutique.com The Challenge Opening an online and brick-and-mortar store during a pandemic is not for the faint of heart! The client had a vision, however, and boldly moved forward. We needed to create an ecommerce website that would feature a limited number of products and categories to start but grow over time. The client would be adding products and maintaining inventory herself and wanted to make sure the interface would be simple to use but still have all the features she needed. Solutions WordPress and WooCommerce allowed us to create an attractive, easy-to-maintain online shop. Products can easily be listed as on sale via the dashboard. On the front-end, sale items are then featured on the home page and a dedicated sale page. Extensions allow for integrated shipping calculations, printing labels and coupons. Key Successes A written User Guide allows the client to confidently manage…
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Stray H.E.L.P.

Visit StrayHELP.org The Challenge Stray H.E.L.P.’s website lacked clear, concise messaging. Every page appeared in the main menu making it difficult to discern relative priority of information. Additionally, a number of technical issues made the site difficult to update and maintain on the backend and plagued the user experience on the front end. Solutions An in-depth marketing questionnaire provided an opportunity to reflect on key services the organization provides. The information collected was used to create a content strategy that became the foundation of the new website content structure. Copyediting content brought key messaging to the fore and simplified the writing throughout the site. PDF forms were converted into online forms allowing the organization to move towards a paperless system and eliminated the need for volunteers to enter data into spreadsheets. Key Successes The adoption and foster application forms were extensive. By using conditional logic and reordering the fields, the…
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PFS Foundation

Visit PFSFoundation.org The Challenge The PFS Foundation’s new website had been stalled for a while and communication with their web developer was sporadic. We were able to get the site launched but the work was not done! Content needed to be translated into multiple languages, and “wish list” features, such a a Patient Quilt of letters from PFS patients and family could be shared, were yet to be included. Solutions The first order of business was simplifying the overly-engineered WordPress website. We were able to remove much of the custom-coding that was preventing staff from being able to update content. With the initial work done, we were able to implement a “phase one” launch, making critical information available to readers right away. Subsequent phases included adding additional languages as translations become available. The site is now available in Spanish, Chinese, Russian, and Hindi. A “Patient Quilt” of letters from patients…
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Mianus River Gorge

Visit Mianus.org The Challenge Mianus River Gorge is a private, not-for-profit nature preserve and conservation organization; but you wouldn’t know it from their old website. The website mainly focused on the hiking trails and only a subset of the diverse programs and research being done. A previous malware infection left the site difficult to update. As a result, much of the content was old and the look and feel were dated. Solutions Using bold images and simple copy we put the organization’s mission center stage. Program areas showcase the research and conservation work of the organization from the site navigation. A content strategy, based on program areas, keeps the site well organized and provides a structure for new content to be added over time. Key Successes Photos taken at the Gorge add significant visual impact and highlight the beauty of the Preserve. The new page structure – to say nothing…
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HVGateway Chamber Equity & Diversity Committee logo

Hudson Valley Gateway Chamber Of Commerce Taking Steps To Build Economic Equity

Business, civic, and nonprofit members, including the Peekskill NAACP, collaboratefor sustainable actions to address economic inequity PEEKSKILL, NY, October 19, 2020 –Hudson Valley Gateway Chamber of Commerce (HVGCC) members have come together to take action on economic equity. The statement issued by the HVGCC over the summer in response to the senseless death of George Floyd prompted members to look for concrete ways put those words into action. The Equity and Diversity Committee is the result. The 13-member committee, made up of HVGCC members with backgrounds in health care, education and business along with partners from NAACP, is focused on supporting underrepresented business owners by improving access to capital for business development, education and networking opportunities. Marianne Oros, HVGCC Board Chairperson, stated, “We believe that we can best help business owners of color, and others, grow their business by opening opportunities, where business ideas can be exchanged and shared issues…
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My 11 Favorite Online Marketing Tools

My Six ELEVEN Favorite Online Marketing Tools Last updated: August 10, 2020Originally published: March 4, 2014 Read time: 11 minutes, 2 seconds Westchester Marketing Cafe has been working remotely – using online tools – for, well, forever really. With so many people now finding themselves also working remotely, we figured it was time to update our list of favorite productivity tools. The following are my favorite online marketing tools and some tips and tricks for using them effectively. These are all products that I know and love and use myself. (There has been no compensation exchanged for any of these recommendations.) Communication Gmail Like most people, I have a business email address and a personal email address; and I know many people who have multiples of each. I prefer to have everything come into one place so I don’t have to log in and out or toggle between accounts. It…
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Support Connection v2

Visit SupportConnection.org The Challenge Westchester Marketing Cafe redesigned the Support Connection website over four years ago and while the page structure stood the test of time, the site was looking a bit dated. Online payments were also a challenge because the original theme did not play well with the payment gateway. As a result, online sponsorship payments and donations were problematic; a significant hurdle especially once COVID hit and virtually all events went online. We wanted to leave most of the current content intact. This meant we needed to update the look without reformating every page. Finally, essential features, such as site search, the support number, and a link to information about the new retail shop needed a more prominent place on the site. Solutions We began by creating a new theme that leveraged the technical improvements in WordPress since the last redesign. The new theme and limited use of…
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JessieJiang NY

Visit JJNY.us The Challenge Jessie Jiang New York needed a portal to attract premium American brands to their Chinese shop on Alibaba. It needed to be slick and engaging, but fast loading for visitors who would mostly be accessing the site on their phones. The client found a paid theme that they really liked but had trouble converting the demo site to their content. The Solution We eliminated the slow-load times and glitches caused by the theme slider by recreating the visual aspects of the slider using CSS animation. We built a scalable video library using categories and simple thumbnail links which provided the added benefit of reducing page load time. The final result is an attractive, interactive website with fast-loading pages to allow visitors to focus on the content not the technology. Key Successes and What You Can Learn A prebuilt theme is a good shortcut – if you…
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