content strategy without blogging

Content Strategy for Clients Who Don’t Like Blogging

Let’s say you run a web development agency and run across a client who will pay you a lot of money to optimize his content and help him rank higher in search engines. There’s only one catch – the client doesn’t want to invest in blogging. How can you create a content strategy for that client?

Before we can move forward, we need to understand that a content strategy doesn’t involve only blog posts or written content. If you want to know more, read the following definition of a content strategy.

What is a Content Strategy?

Your website or company’s (in this case, the client’s website) content strategy consists of researching the right type of content for your audience and creating a fully-working schedule to distribute that content across all platforms. These platforms can be owned by yourself: website, blog, mobile apps, content delivery platforms such as Medium or LinkedIn Pulse, and social media networks: YouTube, Facebook, Instagram, etc.

When it comes to what type of content should you focus on when creating your content strategy, don’t be afraid to use all types of content available: text, images, videos, audio files.

Your content strategy should encompass short-term and long-term plans. While the short-term plans are focused more on content distribution, long-term plans should create guidelines for the company in the years to come.

Creating a content strategy for clients who don’t want to blog

Although blogging is a great tool to optimize your website content and structure, some clients may feel that they don’t need it. When you encounter such clients, don’t end your collaboration just because they don’t want one thing you’re offering. Instead of letting them go, provide them with alternatives for content creation and optimization.

If you want to focus on creating new content so you can optimize and position your client’s website in search engines, there are several things you can try.

content strategy if you don't want a blog

Your client doesn’t want a blog in their content strategy. What now?

Update the service pages

If you want to work with a client who doesn’t fancy blogging as a content creation tool, there’s a high chance that their website needs a lot of work. This type of client will probably have some content on their service pages but they’ll undersell themselves by just listing what services they have to offer.

Your client probably offers a lot of services but by choosing not to create separate pages for each service, he’s wasting a good opportunity to optimize specific keywords. Instead of starting a blog, optimize their service pages and create several pages for each service they’re providing. This will allow you to add fresh content and to rank better for relevant keywords in their niche.

Extend your client’s FAQ website section

Even if your client doesn’t want a blog on his website, he probably has some sort of FAQ content on his website. You can use this section of their website to add more content and optimize for targeted keywords.

You should focus on what their clients are asking: how are they providing their services, how long does it take to complete, what’s the availability of certain products categories, etc. You’ll have the possibility to create new website pages and use your content optimization skills to boost their rankings.

Transforming their FAQ page from boring to optimized content should be one of your priorities.

Slowly ease them into creating personalized content

Event calendar.

OK. So they don’t want to blog about stuff, but what about events? Every local business has to be present at some events where they showcase some services and get clients. Try to convince them to add website pages where they showcase their events presence by adding images of their booth, employees and by adding snippets of text.

Guides for clients.

Long-form content is always a factor for websites who rank higher in SERP. Your clients can add this type of content to his website without starting to blog but through the help of seasonal or product guides for their own clients. Create web pages where they teach users how to use their products and use that content as a tool in your content strategy.

Curated content.

If you’re planning to add blogging at some time but you think your client needs to slowly understand the benefits, opt in to publish curated content on their website. Curately is an easy-to-use tool for generating curated content. You can use it to add blog-like content on your client’s website or teach them how to use it.

Curated content requires minimal work from you and your client and while it’s not the same as starting a blog, it serves its purpose of:

  • Improving your client’s image.
  • Adding fresh content on regular basis.
  • Grow traffic on their website.
  • Boost your content strategy options.

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