It’s growing more and more important for companies to produce content for the Internet. We have one emerging technology client who recently asked how we can product 500 pages of content for their website so they can compete with their competition. Easy. Start writing. BUT there are some tips that you need to be aware of first.
The first and foremost challenge, and there’s a reason that I am saying this, is that you MUST know your customer. Content marketing is all about producing content that addresses the concerns of your customer. Your Internet content can and should include web pages, traditional press releases, PRWeb releases, articles, white papers, blogs, forum posts, and podcasts. Content marketing is relevant information delivered by a company to a targeted audience with the goal of changing behaviors. The Internet offers plenty of opportunities for placing relevant content. But it MUST be optimized properly first, or Google can't rank it for when a customer searches for what they want to know using key words and phrases.
First you need to dedicate one person or group to the editorial content you create. Whether this is an internal communications specialist or a contracted team of social media marketing and SEO experts like MarCom Broadband, you must create great content for customers and prospects – and you need to have someone who knows how to optimize the content with your keywords perform their magic.
Next, invest in a good design team. Your customers deserve to enjoy looking at your website and reading your material, so make sure to use designers who have a good understanding of user behavior and preferences.
Use microsites – you don’t need all of this content on your main domain. Vertical portals or microsites are a great way to add content to a site. But for Google and the search engines to be able to read these pages, make sure they are meta-tagged properly and that they don’t go any deeper than three clicks. Make each micro page on one topic, and optimize each page with relevant key words.
I always say that I can take one single topic for a client, and write and use content for that topic – six ways to Sunday. Have fun.
2 comments:
Hi Kristin...nice post. It's great to read about others positioning the importance of content marketing. In the future (and possibly present), valuable and essential web content may be more important to a business than any other form of marketing.
Great Post! I started a blog to see about content. Our blog is out ranking our website in 3 months. I have limited access to the website, so I can not change it up.
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