In today’s digital marketing ecosphere, content defines almost everything, and inbound marketing and outbound content claim an increasingly important role in user experiences, social media tactics, blogging to target customers and reaching customers through multiple channels. It’s no longer enough just to interact with their clients on your website. Successful companies engage their customers at various touch points with well-crafted and focused content campaigns.
Understanding What Content Is
Content is everything that you use to market to your customers and includes emails, newsletters, tweets, social media blog posts, PPC campaigns and the content that you use on your website to convert customers. Content includes written descriptions, videos, graphics, images, information within proprietary client apps, product demos and FAQ sections and testimonials. Content also includes customer reviews, testimonials, SEO service, news releases to the press, company biographical information and much more. If you want to attract customers and engage them in back-and-forth dialogue, shepherd them through the sales funnel and foster brand loyalty, content is the engine that drives these results.
Developing Your Content Strategy
If you pay close attention to Google updates, changes to its ranking criteria and even the search engine optimization service of company rivals Bing and Yahoo, you’ll find that most searches are ranked on keywords and features of high-quality content such as correct grammar usage, providing relevant information and coding appropriately for HTML and SEO. Other SEO efforts that focus on responsive design, personalized content, custom displays on different devices and user friendliness are just ways to measure the quality and relevance of Web content. Customers engage with newsworthy content, and visitors to your site decide whether they like your site in within 15 seconds or less.
SEO Experts and Web developers can help you manage the technical aspects of coding your website, designing site architecture and targeting customers through analytics, but you have to develop your content strategy. Key questions to answer when developing content include:
• Who do you need to foster communications with — a particular demographic group or multiple buyer personas?
• Why and how do you want to interact with customers?
• Are you a B2B company that needs to provide white papers and product research?
• Does you B2C website need to offer features for comparing products, conducting internal catalog searches or providing unbiased third-party reviews?
• What journey do you want your audience to make when visiting your website?
• Which kinds of content work best for your targeted audience?
• Do you plan to engage your audience on multiple Internet channels such as social media, industry blogs, customer review sites and other platforms?
Answering these questions can help to guide you in developing a content strategy that complements your brand, engages customers, builds loyalty and promotes better personalization, which is the latest benchmark of digital marketing success.
–  Huffingtonpost.com: 5 Steps to Creating a Powerful Content Marketing Strategy
–  Blog.hubspot.com: 55% of Visitors Spend Fewer Than 15 Seconds on Your Website. Should You Care?