Content is the foundation of your digital marketing success.

Content population is the way in which your website design helps to deliver your message, textually AND visually.

There is an erroneous assumption that content population is as easy as Ctrl+C, Ctrl+V (copy-and-paste). It's not. The actual mechanics of uploading content to a web page are typically quick and simple. However, that assumes every single piece of content is fully developed, properly placed and ready to move. In truth, content population is in itself its own separate phase of website design and development that requires organization and preparation, creation, revision and THEN uploading. It can be a huge task.

But our experienced Go Media content population specialists are here to help.

Content is the foundation of your digital marketing success. Content population is the way in which your website design helps to deliver your message.

At Go Media, our Cleveland content population team understands that designers can't simply slap the content on the page and expect it to be effective. We take the time with each site to create effective content population by creating a storyboard for your entire site. We analyze not just the layout but the flow of content - from your Home page to your Product Catalog to your Contact page and everything in between.

We work to develop a solid understanding of who you are, what your company is about, how your products and services work and then we determine the best way to decipher all that into a functional, responsive website design with top-level content population optimized for search engines.

What is Content Population and Why Do I Care? 

The term "content population" actually encompasses a variety of services that involve getting words, images, logos, videos and SEO metadata on your website.

Content population can include:

  • Moving existing content from an old site to a new site;
  • Evaluating and updating your menu layout;
  • Repurposing copy from print materials, advertisements and other sources for your site;
  • Creating new content (via a ghostwriter/ blog writer) or updating the content you have;
  • Resizing or optimizing images;
  • Creating/ populating online product catalogs.

All of this is typically done via a web Content Management System (CMS) interface. The goal is to prepare your site to go "live" on the web.

There is an erroneous assumption that content population is as easy as Ctrl+C, Ctrl+V (copy-and-paste). It's not. The actual mechanics of uploading content to a web page are typically quick and simple. However, that assumes every single piece of content is fully developed, properly placed and ready to move. In truth, content population is in itself its own separate phase of website design and development that requires organization and preparation, creation, revision and THEN uploading. It can be a huge task.

But our experienced Go Media content population specialists are here to help.

How Website Designers Help With Content Population

Figuring out the format of your page and the general flow of information is key before actually putting words on the page.

That involves developing the text and font styling that is dictated by a Cascading Style Sheet (CSS). It's important to keep this styling consistent from page-to-page because you want users to be able to intuitively and easily find what they are searching for. This will require determining:

  • Font size
  • Font face
  • Treatment of italics, bolding and justification;
  • Boarder treatments;
  • Color choices for certain words/ links;
  • How images will be displayed across the site.

In some respects, starting a brand new website from scratch can be a simpler task than content population because the latter requires going through each page - each paragraph - and determining what should stay, what should go and what should be refined.

A good Cleveland website designer will lay the ground rules for basic site styling and font rules and how existing and old content is going to fit within those guidelines. It's important to adhere to these rules because your content not only needs to be good, it has to be web-friendly and render properly across all intended browsers.

Keep in mind that any page of your site could be the point at which someone enters your site. That means every page has to leave a good first impression. So not only does the copy need to be good, it needs to be legible. The call-to-action needs to be easy to act upon. Users should also have an obvious way to find out more information about the company, product, service or industry, if they so desire.

Understand that content population can be time intensive. It's best to have the process be ongoing in conjunction with the design.

Consider also that a website redesign can be a great opportunity to clean up and organize your copy, your images and your documents. With our background in branding, marketing and design, our talented professionals can help you identify solutions.

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Our web marketing team will help you determine which combination of services will best serve your purpose.

Web marketing is one of the best ways to edge out your competitors. It requires an internet strategy road map. The skilled web marketing team at Go Media will guide you to the best strategies for your firm.

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Our Content Marketing Services

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Content Strategy

Content strategy involves elements of information design, content planning and user experience (UIX) planning. A good content strategy will reach users at all the most important touch points and do so in a way that serves them and helps you achieve your goals.

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Content Population

This is a strategy that involves taking the copy that you, the client, provide and effectively arranging it on the site or incorporating it into the design. This includes services like migrating existing pages or supplied text, uploading images, improving the layout of pages using the rich text editor, setting up menus & links and formatting typography.

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Copywriting & Blogging

Having dynamic copy on the core pages of your site will help to boost visitor confidence in your authority. But you also need new content regularly to drive more traffic.

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Social Media Marketing

You do not need to strive to become a Social Media Influencer to reap the rewards of social media networks. Simply keeping your followers updated with your brand happenings and taking advantage of advertising on the platforms can go a long way.

Content marketing is a fundamental element of every modern successful business marketing plan.

Your website content has to be:

  • Unique
  • Engaging
  • Educational
  • Timely
  • Frequent

If your content is poorly-written, uninformative or stale, readers will quickly "bounce" to a competitor site.

Search engines track these "bounce rates," and constantly scan for relevant copy that benefits users. Absent a solid content strategy, your search engine optimization (SEO) score will tank. That beats up your bottom line.

Go Media's Cleveland content marketing and strategy specialists understand SEO and how you can carve out a competitive advantage with well-placed, compelling content.

Elevating customer experience, click rates and SEO ranking involves more than simply writing an occasional blog. Slapping together a rushed, keyword-crammed mess every other month and throwing it up on your Facebook page won't work. Increasingly, search engines rely on content to figure who you are and how valuable you are to their customers. That's how your rank is determined.

Here is what you need to understand when you're developing content strategy:

  • Content is mission-critical. By a wide margin, it's the most important factor in advertising and marketing. It has been proven to inform customers, drive leads and promote sales.
  • Content must be good. The average human attention span fell from 12 seconds in 2000 to just 8 seconds in 2015, according to the National Center for Biotechnology Information. To put that into perspective: A goldfish has an attention span of 9 seconds. If you want to capture audience attention, you better do it fast. Content strategy pushes for higher-quality content, which in turn gets consumed, liked and shared.
  • Content should tell your story. Americans overwhelmingly report they are far more likely to pledge brand loyalty to companies "actively trying to make a difference." Make sure you are communicating your core values and any ongoing efforts to propel progress.
  • Promote engagement at every stage. That means using charismatic content to address the challenges and rewards for buyers or readers at every level of the process.

To meet these objectives, your content strategy must be tailored to your target audience and  true to your brand identity. This involves:

Curating a presence that is consistent and strong across social media networks.
Publishing a well-written blog on a regular schedule.
Covering topics that interest your target audience and give them a reason to return time and again to your site.
Measuring your content strategy effectiveness and identifying what might need fine-tuned.
Crafting a plan for your team that is clear and uniform.

No longer is this a task to squeeze in the summer intern's schedule. Content strategy is necessary to establishing an edge and authority in your industry. By connecting with your audience and stepping up brand experience, you are increasing and improving  your brand "touch points," which almost always translates to more sales.

Results are undeniable. Business-to-business firms that maintain a regular blog generate nearly 70 percent more leads monthly than those who don't, according to HubSpot.

The more you blog, the more web traffic you generate. That's why companies with more than 200 blog articles have five times the number of leads as those with 10 or fewer. That means even older blogs might still give you an SEO boost, as long as they are still relevant to visitors - and relevance is only ensured when the blog is high-quality to begin with.

Marketing strategists who prioritize blogging report they are a dozen times more likely to see an ROI (return on investment).  More than three-quarters say exceptional, branded content is more effective at drawing customers than magazine adverts.  By the year 2020, analysts speculate consumers will handle 85 percent of business relationships without conversing with another human. That makes regular blogging is one of the best and sometimes the only way to build a bridge to your audience.

And yet, only 35 percent of B2B content marketers have any kind of documented content strategy.

If you are one of the lagging 65 percent, it's not too late to dive in! Let us help you develop a savvy content marketing plan that will improve your authority, SEO ranking, sales rates and customer loyalty.