We’ve talked recently about how site plans and content maps help organize a website. The next question is how the work they identify becomes a content plan. Moving from a site plan to a content plan involves decisions about what to create, what to update, and what to prioritize. Here’s how Rocks Digital Marketing makes those decisions, drawing on Managing Partner Lissa Duty’s 15+ years of digital marketing industry experience.
What a Site Plan Reveals About Your Website
A site plan gives our content team a full picture of what a business website needs. That includes identifying missing pages, topical gaps, and published pages that lack depth. The site plan also points to structural problems (such as pages in the wrong hierarchy), along with updates to existing pages and new content opportunities.
How We Prioritize Content From the Site Plan
After completing a site audit and developing a site plan for our clients, we typically uncover a range of website needs. Some are urgent, some are useful but not pressing, and others have minimal impact. At this point the task is to weigh each one against business priorities, ties to a core service, existing content, and potential search opportunities.
Foundational pages will usually take priority here, because later articles or location pages will point back to them.
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