The funnel web spider builds an intricate web, layering silken thread upon silken thread until she's built a perfect funnel. We'd like you to be more like this spider. Your silken threads will be pieces of beautiful content, all relating to one another, so that when you are done, you have crafted the perfect content theme—an irresistible, sticky tunnel, designed to carry web visitors deeper and deeper into your website. The end result for the spider is a meal; for you, the end result is a newly converted client, patient, or patron.
Content themes are a highly effective method of showcasing your knowledge and engaging visitors in your site. This is because the articles, when done right, build upon one another, giving the reader more information and leading them to click and read through your site.
At FWM, we have worked hard to build a content theme strategy that is highly effective. Luckily for you, I'm feeling generous and would like to share with you exactly how we do it.
Many Spiders Make Light the Work
What’s our secret to keeping our content fresh and interesting? We involve our entire team. At Foster, we have nine departments. Each department is responsible for coming up with the theme for their assigned week. A few weeks before the content is scheduled to post, the department meets with our lead writer, giving their opinions, providing statistics, and ensuring that their voice comes across in the pieces.
The writer then sits down and crafts an average of five pieces: 1 library article, 1 blog, 1 FAQ, 1 news item, and 1 video script. These pieces are reviewed by the department, given the once over by one of our professional editors, and placed in DSS for publication. Then it's just a matter of shooting a video, sharing the articles on our social media accounts, and waiting for analytic data to roll in. You didn't think we would just post them and walk away, did you?
Each theme will post over the span of a week, generally one piece a day, Monday through Friday. The next week, we start over again with a new theme and a new department. This keeps our content fresh and ensures that we speak to every segment of our audience. One week, the SEO fans will get their block; the next week, social media enthusiasts will get theirs.
If you don't have a business with multiple departments, do not fear. You can still use our technique. Just define your top three or four areas of focus (for an attorney, this could be your areas of practice) and rotate through them, focusing on a subject within the designated practice area each week. And while you likely don't have an in-house editor, we do recommend that you find someone you trust—grammatically speaking—to look over your work before you load.
Hello, You Beautiful Fly, You!
I hate to point out the obvious, but you're here reading this blog, right? And there is a very good chance that you got here by way of another article you had been reading. Perhaps you got here through our detailed library article on exactly how to create killer content themes or our FAQ on how to track the success of your content themes.
But even if you didn't get here via a related article, there is still a good chance that you'll click on a link in this article or in the related link box. Why? Because you want more. Sure, you learned how we do content themes, but you need more detail. You need the full picture. And that's exactly why content themes work. They lure the interested reader in, keep them engaged, and keep them clicking. As long as your articles are well written, concise, and unique, they will help you convert site visitors.
To learn more about our content creation system, or to hire our writers, editors, and social media experts to do the work for you, call 888-886-0939. We'd love to help you catch more flies.