If you take a look at marketing magazines or those websites that are devoted to the ever-changing world of search algorithms, you'll notice a phrase that gets mentioned a lot: “Content is king”. Search engines such as Google and Bing have shifted their focus in the last few years and now reward websites with higher rankings if they are updated with fresh content that is both relevant and original. However, it's not just important from an SEO point of view, as PR campaigns, PPC and inbound website traffic all need great content in order to work.
Therefore if you want to increase the effectiveness of your online or offline business, good content is something you should take seriously. But to have regular, quality content implemented on your site, you are going to need a content strategy.
What is quality content and what effect does it have?
Quality content can be several things:
- Blog posts
- Promotional videos
- Tutorials/How-to videos
- Reader polls
By constantly putting out quality content on your website or through other mediums, you can build up a feeling within your potential clients that you are an 'authoritative voice' in your industry. Demonstrate your knowledge of the sector that you are in and share it with your audience. If they feel that what you talk about in your content is 'on the money', then your opinion and products/services will be trusted. This will lead to more client interaction and more sales.
What constitutes a content strategy?
A content strategy should firstly ensure that a positive message is put across about your company and shows that you are major player in sector. The content should reflect your firms knowledge and expertise. Work with different departments to bring their ideas to the fore. For example, you could create demonstration videos of employees demonstrating 'tricks of the trade', or you could have company department heads penning 'opinion pieces' on the issues that affect your industry.
Secondly, you need to create an administrative framework to ensure that the content is produced regularly on time and is distributed to the right outlets. Assemble a backlog of blog posts that can be uploaded to your site at regular intervals. Have articles or videos showcased as guest posts on influential blogs or magazine websites. Post links to this content on your social media accounts. With a bit of forethought and planning, your content output can reap dividends.