Content strategy is the process of creating content that resonates with the brand’s online objectives. A sound content strategy is crucial to establishing credibility in the eyes of the search engines as well as your target audience.
A WELL-PLANNED CONTENT STRATEGY INVOLVES STUDYING THE AUDIENCE TO KNOW THE TYPE OF INFORMATION THEY'RE SEEKING.
How Good Content Strategy Helps
Search engines like Google are highly focused on delivering websites that offer the most relevant of information for audiences. Google’s latest Penguin update has been designed to be unforgiving toward keyword stuffing and low-quality content (e.g. content lifted from other sources, spun content, etc.). A solid content strategy helps develop quality content that can stand up to current and future algorithm updates.
Good content featuring a judicious keyword usage increases the chances of ranking better on search engines. A good content strategy determines top keywords based on thorough research.
Well-written content is one of the primary and most reliable ways to create a good first impression on your visitors. A well-planned content strategy involves studying the audience to know the type of information they’re seeking. A solid content strategy enables you to provide content that addresses the needs of your audience, in the format they desire. By being audience-friendly, you’re more than likely to succeed in getting search engine attention, and attracting audience visits and revisits.
Tips for Evolving a Strong Content Strategy
DETERMINE YOUR AUDIENCE
Your audience may be people with specific characteristics – age, gender, ethnicity, education, lifestyle or other; define them first. This helps in creating content that suits your target audience.
STAY AWAY FROM SELF-PROPAGANDA
Refrain from content that talks solely about your product features and is soaked in marketing jargon. Focus on giving information such as tips and suggestions, how-to videos, articles about hot happenings in your industry, or entertaining images of recent celebrations at work. Such content conveys to your audience that you’re not online to just promote but give them what they want too.Consider combining information in different formats; for example, how-to text with accompanying video, to capture the interest of your audience.
PRESENT CONTENT TO SUIT READING STYLE OF YOUR AUDIENCE
Online users scan more than read content on a webpage; they consume only about 20% of the content displayed. Your challenge then is to convey the most important message within that 20% space.Headings, sub-headings, listing (e.g. bullet points, numbered text, etc.), paragraphs and bolded text are some ways to make your highlight the most important content.Avoid using a uniform word count for all webpages; compose content of different lengths to lend naturalness. Include share options on each page to encourage people to share and promote your content.
HIRE AN INTERNET MARKETING SERVICE TO SAVE TIME AND COSTS
From researching to strategizing, creating, implementing and refining, an internet marketing service can cater to all aspects of a successful content strategy.
LEVERAGE OPPORTUNITIES
Timing your posts makes a huge difference. For example, if there has been a major development in your industry, audiences will be searching for information. Creating articles, blog posts and social comments on these topics during these times can generate substantial traffic from search engines and social media networks, aiding in brand exposure.
Content Marketing Tools To Help You Along The Way