I suppose you’ve read all the previous posts on our marketing plan for Nelio Content, but if you don’t want to miss any, here they are all of them:
- The Idea
- Strategic Objectives
- Marketing Training
- Marketing KPIs
- Buyer Persona
- SEO Strategy
- Web Content
- The Blog
- Social Media and Emailing
The purpose of this post is twofold. On the one hand, I’d like to explain the plan we set up for our website content. That is, I’ll present the goals of our website and the types of content we need to fulfill them. On the other hand, I’ll share an estimate of the costs involved in developing this plan.
Before continuing, though, I’d like to remind you that Nelio has three partners only (David, Toni and myself). We dedicate most of our time to product development, customer service, and management startup—in other words, the time that we have left to devote to marketing is limited. Therefore, it’s crucial we balance our resources and our needs—the cost of developing any type of web content, both in hours and price (if you outsource work), is a determining factor in deciding what content to create!
Goals of Our Website
Recall from a previous post that our marketing KPIs were:
Initially, we set out to create a website for Nelio Content and, as you can see in the graphic, our goal was to get 12,500 visits per month for that site within 6 months. We based this numbers on our marketing KPIs and the assumption that Nelio Content would have its own website with its own blog. However, we finally opted to have a unique website for Nelio Software including all the services we offer, and share a single blog. You can see how we made this decision in the post, “Is it a success or a failure merge our blogs?”
Since we already had some visits in Nelio Software (that is, we’re not starting a web/blog from scratch), our goal can no longer be “we want 12,500 visits per month”, but “we want 12,500 extra visits per month”. Therefore, if we look at only the objectives we have to reach for our website by the end of 2016, they are:
- get 12,500 additional visits/month on the website, of which
- 1,250 subscribers take the free Nelio Content plan, of which
- 104 subscribers are converted to the Nelio Content payment plan.
Of these 12,500 additional visits, 4,000 must come from organic search. Therefore, it was clear that our content must be attractive to our target audience (described in the post on our Buyer Personas). For this, as we discussed in our previous post in this series, it’s very important to define a SEO strategy. In addition, not only must we generate content that our buyer personas find attractive enough to come to our website, but once they get there, we need to give them all the information they need to become Nelio Content subscribers.
In conclusion, we have to create content that is interesting enough to attract our buyer personas and also to fully convert them. If in mentioning the term convert, you think I’m talking about something related to changing one’s religion, I recommend reading Marketing 101: What is conversion? by David Kirkpatrick 😉
The content should serve to inspire, entertain, educate, and convince, as shown in the content of the HubSpot marketing matrix:
Types of Website Content
In The Ultimate Guide To Editorial Content Types and Formats by Roobin Good, you can see another interesting classification of the types of content:
Some of the content is clearly essential in your website (such as a landing page). Others (such as a documentary or a podcast) may be less important, depending on the purpose of your website.
What types of content we should be able to develop in 6 months? How much time do we need to do it? And how do we organize ourselves?
I’ll start with the first question and answer the other two later.
Essential Web Pages
First, we defined all the elements that any visitor should find when arriving at our website. This way, our designer agency could go ahead with website design while we worked on the development of Nelio Content.
We divided the content development of the web pages in several phases. You see, we are computer geeks and like to use the principle “divide and conquer.”
First, we defined the Nelio Software pages that were essential for the launch of the new website after the merger of our blogs:
- Landing Page for Nelio Software, which would be our blog,
- Our Services,
- About Us,
- Contact, and
- Legal Pages, including the terms and conditions of our services, privacy and cookies policies, and so on.
These pages are the core of our website. They tell the world who we are and what we do, and so they help the user identify Nelio to real people—us. Moreover, addressing these pages first, along with the blog, allowed us to drive some traffic to the new web before Nelio Content was actually launched, so when it was, we’d have plenty of visitors that’d see it.
In the second phase of design, we had to prepare the necessary content before releasing Nelio Content to the market:
- Nelio Content Service. including product benefits and, as soon as possible, customer testimonials.
- Plans/Prices. It describes the differences between plans and the subscription price.
- Subscription. It lets visitors subscribe and pay.
- Support Page (Knowledge Base). contains all the information on the main characteristics of the product, its use, and how to subscribe, including:
- Video-tutorials on how to use our product.
- FAQ with about 130 entries.
The idea is to provide visitors with all the information necessary to understand the service and price, and to allow them to subscribe to Nelio Content.
Once we defined the content that should help us make conversions, we’ve focused on the content that should attract visitors: our blog posts. We’ve made the following estimate: Out of 12,500 visits that we get, 4,000 arrive from organic searches. This involves having a regularly active blog with posts that may be of interest to our target audience.
We have proposed to publish at least two posts a week. Each of them should be in two languages (English and Spanish). Given the keyword analysis we run, we should be publishing:
- 1 post about online marketing or our business and
- 1 post about WordPress and/or its community.
The aim of our blog is to attract our buyer persona. Therefore, the types of content to generate for our blog are:
- Tutorials or resources that may be useful for anyone who has a WordPress website and wants to optimize their content and gain maximum exposure in social networks.
- Descriptions of our experiences, with examples of what’s necessary for a startup (like this post).
- News that may be of interest to the entire WordPress community.
- Interviews with WordPress professionals (not just to make them known, but because they can also become our “influencers”).
In future posts I’ll explain in more detail how the articles are planned and the process we follow to ensure their quality. Don’t miss them!
Now let’s go to the second question we had asked ourselves: How much time do we need to generate all the content?
One of the added difficulties which we find ourselves in is the issue of generating content in two languages (English and Spanish): to translate and maintain all the content of a website is very expensive. And indeed, this was the reason why we chose to have our previous service in English only. In that case, we believed that our target audience was primarily English-speaking, which proved to be true.
But with Nelio Content we didn’t want to give up the second most spoken language in the world, after Chinese, so we decided that all content should be in both English and Spanish.
In the following chart you can see our estimate of what content generation will cost us. The cost includes both our working hours, plus the additional cost of using external services (I’ve included translation costs here, but not the cost of web design).
In the first and second columns I show, respectively, the type of content that we should create, and the number of units we have to do in 6 months for each type. In the third, time per unit, is the working time dedicated to perform such work, and this time includes everything from writing assignments and revision in both languages of everything we write, to the completion of videos and communication with third parties. In the fourth column you’ll find the total number of days of work involving us. And in the two remaining columns you’ll see the costs and descriptions of outsourced services, which are basically the English translations of content and narration of the video tutorials in English.
As you see, we have estimated that for 6 months (182 days) there is the equivalent of 108 full-time days exclusively dedicated to generating content for the website, and we have not listed any other marketing activities, such as searching for contacts, promoting content on other channels, etc.
Finally, we needed to create a timetable for content development. We basically had to keep in mind that (a) some content couldn’t be created until Nelio Content was released—for instance, a screencast of our product—and (b) that there’s an extra effort required for translating all our content.
We set the following dates in which the Spanish version of the website content (not including blog posts) should be completed:
We are currently a little bit ahead of our forecasts: we finished FAQs on the end of July and we’ll see if we’ll have the time to have some video tutorials by the end of August 😇
I guess you’ve already got an idea of what we’ll be doing in the upcoming months. Clearly, we’ve decided to prioritize “educating and convincing” our buyer persona ahead of entertaining. We have also taken into consideration the balance between the challenge of creating such content and the effectiveness or impact it can achieve.
In the next post we’ll continue to talk about content. We’ll examine the details of planning the blog and the whole process of preparation. I hope to see you here!
Featured image: 1800s Library from Barta IV.