Effective Content Strategy Builds Strong Strategy
I hope you don't mind. But I wish to bore you to death in the next two minutes. Now, don't be silly and believe that. The next 5-7 minutes, depending on how fast you read, you will be informed and engaged on how to deliver great content to your websites.
Content strategists aim to deliver valuable content across different media channels to help build strong brands. As change agents they help companies develop approaches to sell their products and services. They are publishers who decide what information should go out, how they should be crafted and in what format and how frequent they should come out at which channels. They are therefore integral to content marketing.
The business case of content strategy is simple. There is no shortage of information in this age of web and social media revolution. Consumers steadily get an avalanche of information seamlessly delivered to them. Consequently consumers are increasingly tuning out making outbound marketing ineffective, along with the rest of traditional marketing strategies. This places content strategy at the core of marketing.
Given these facts what should be your content strategy then? It's not complicated. Your content should be valuable to consumers by providing information that is helpful to them. It is information they want and need delivered in an engaging manner. The mindset and culture of content strategists is focused towards helping consumers. It should be about them and not your company or your products and services. To determine if you are answering customer needs check the search terms that drive traffic to your website. This will show you which content attracts and gets the business of customers.
Additionally, provide information that will answer key customer questions, similar to a FAQs page. This shows that you have solutions without directly promoting your business. It also helps to make your content accessible in mobile devices so consumers can access the information they need whenever they want, wherever they are.
Ensure that you optimize content. Aside from satisfying fastidious human readers, it should also cater to the web crawlers of search engines. Optimizing content means using keywords and anchor texts in strategic areas. Search engines are also keen on word count, and thus a typical web page should have at least 250 words.
Your business' online reputation is further enhanced with increased incoming links or backlinks from reputable sites. Great content attracts links from trustworthy sites. It also gets shared in social media sites like Twitter, Facebook, LinkedIn (for textual content and images) and YouTube (for video content). This is a measurable result of democratizing content. It maximizes utility.
By: Odette Montelibano
Content strategists aim to deliver valuable content across different media channels to help build strong brands. As change agents they help companies develop approaches to sell their products and services. They are publishers who decide what information should go out, how they should be crafted and in what format and how frequent they should come out at which channels. They are therefore integral to content marketing.
The business case of content strategy is simple. There is no shortage of information in this age of web and social media revolution. Consumers steadily get an avalanche of information seamlessly delivered to them. Consequently consumers are increasingly tuning out making outbound marketing ineffective, along with the rest of traditional marketing strategies. This places content strategy at the core of marketing.
Given these facts what should be your content strategy then? It's not complicated. Your content should be valuable to consumers by providing information that is helpful to them. It is information they want and need delivered in an engaging manner. The mindset and culture of content strategists is focused towards helping consumers. It should be about them and not your company or your products and services. To determine if you are answering customer needs check the search terms that drive traffic to your website. This will show you which content attracts and gets the business of customers.
Additionally, provide information that will answer key customer questions, similar to a FAQs page. This shows that you have solutions without directly promoting your business. It also helps to make your content accessible in mobile devices so consumers can access the information they need whenever they want, wherever they are.
Ensure that you optimize content. Aside from satisfying fastidious human readers, it should also cater to the web crawlers of search engines. Optimizing content means using keywords and anchor texts in strategic areas. Search engines are also keen on word count, and thus a typical web page should have at least 250 words.
Your business' online reputation is further enhanced with increased incoming links or backlinks from reputable sites. Great content attracts links from trustworthy sites. It also gets shared in social media sites like Twitter, Facebook, LinkedIn (for textual content and images) and YouTube (for video content). This is a measurable result of democratizing content. It maximizes utility.
By: Odette Montelibano
Effective Content Strategy Builds Strong Strategy
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