Content Marketing – Do you have your strategy in place?
Lorna McNamara, Marketing Director
Back in April I wrote a piece in our Industry Trends Blog category which highlighted the growing relevance of content marketing for overall site performance – Content Marketing Blog.
The focus is on content relevancy, frequency, timing and sharing and the impact that this has on both the user experience and on search engine rankings. Between the Panda and the Penguin changes to the Google algorithms for SEO have placed more emphasis on a number of factors such as site performance, trust worthiness and content. Research from a recent Econsultancy Content Marketing Survey Report shows that “with 90% of respondents believing that it will become more important over the next 12 months, just 38% currently have a defined strategy in place.”
It would appear that marketers are becoming publishers and as indicated in the report above content marketing is becoming a discipline in its own right. So what do you need to do to ensure that you do not miss out on this important area:
- Evaluate the current content on your site and also review competitors or similar colleagues in the marketplace
- Define a content marketing strategy – evaluating your existing and target markets – to ensure that the content you will provide will be relevant and of sufficient quality.
- Ensure that you factor in sharing options for key areas
- Adapt the tone, timing and the message for different channels – Blog, main site, Twitter etc.
- Regularly review the content and the performance and adapt when necessary to ensure that your content is displayed and delivered in the correct format, with all the required sharing options and above all is relevant
Remember Content is King as outlined by Bill Gates in an article back in 1996!
Thursday, October 4, 2012