First, let’s just get the definition out of the way: Content is information published on owned or earned media for a clearly defined audience with a clearly defined goal.
Companies produce content at breakneck speed. Content takes the form of apps, blogs, case studies, ebooks, email, infographics, slide presentations, social media, videos, web pages, webinars, and white papers.
For the purposes of our discussion here, we’re going to focus on your website. Companies create content for two entities: search engines and consumers. And it’s important to understand where the two intersect to keep traffic moving to your site.
- Search Engines – How important is search engine optimization to your content strategy? Think of it like this: If you don’t have your porch light on, how can your friends find your house? If you don’t have your website optimized for the products and services your customers are looking for, they can’t find you, either.
In order for sites to be found by the people who matter most to us, we need to use proper techniques to optimize content to rank higher in search results.
- Consumers – As consumers rely more upon quick searches to solve their problems, it is essential that we as marketers put information available at their fingertips. It should provide value by answering a question or solving a problem. It should be relevant and consistent in style and tone. Lastly, it should be entertaining because great content keeps users coming back and increases your chance at conversions.
At the core of content strategy, a cyclical relationship exists between search engines and consumers. Trust us when we say that search engine algorithms are changing to increase the importance and value and user experience. When your website appears higher in the search results, it gets more traffic. By making you content relevant and valuable, consumers return to your website, engage, and share it. When search engines see fresh content, and return visitors, your website improves in the search results. And thus, the cycle continues.
What Gragg says…
A great website is worthless if nobody is visiting it and people won’t visit our sites just because we want them to. Developing a viable content strategy that considers search engines and your customers is essential to the success of your website.
Don’t know where to start? Let Gragg do this for you… we have great content creation package options to help you reach your SEO goals!