Content that Serves, Not content that sells

The landscape of online content
marketing has become much more populated in recent years, but is still
relatively wild and open.

The earliest prospectors in the digital marketing
arena learned the tricks of the trade through trial and error and many of them
have the profits to show for it, while others just have advice about what not
to do.

A number of these tried and true tips are listed below from both sides:
those who struck gold in the pioneer days of digital campaign
management
and those who didn’t, yet still know the landscape better than
most.

There is one consistent theme here—spend time and money on your content
and you will be rewarded.Blogging

  • Content drives the
    marketing machine

Content should always be the
focus of the site, at first. If there is no content worth reading or seeing on
the site, than people won’t go. Sure, the “if you build it, they will come”
saying works to a point, but people still have to play a game on the field.
Always make sure content is never undercut in favor of other aspects of the
digital campaign. As the more popular saying goes these days, content
is king
.

  • Include SEO from the
    very beginning

SEO, better known as search
engine optimization
, is integral to the success and failure of website. It is
almost as important as content in many ways as it is necessary for future
marketing strategies and drawing users to your site. However, the trick to good
SEO execution is to seamlessly integrate it into the content on the site itself
so that it doesn’t stand out. Top-tier
digital marketers
are skillful enough to bake this element into the recipe
of the website when it is first being designed.

  • It's not just content,
    but relevant content

In truth, the hard part of
successful digital marketing isn’t drawing an initial amount of attention to a
website, but to keep people coming back. This means you will need a regular
stream of relevant content, not just good content every so often. The content
should be directed at a targeted audience
, as modern-day marketers should focus
on trying to understand their customers, rather than just tell them what they
should be paying attention to. This will change regularly, as the target
audience’s interests will change with time. But the more consistently a
website’s content is to their target audience’s interests, the more relevant
and, in turn, successful it will be.

  • Pay attention to title
    tags

While coming up with new
articles or videos or photos is a tall order on a regular basis and often
requires an editorial staff to do it successfully, changing title tags is an
easy way for a single savvy marketer to up click through rates and draw more
traffic to the website. These are just a couple of words and can be tweaked on
a daily basis so your website links come up in more searches or appeal to more
people, helping your rankings and overall traffic to the website itself.

Above all, focus on having a
style, tone and brand. There is a reason magazines and television networks
focus on a specific group of people or try to cater to their interests and
needs. Websites are an amalgam of all of these things and should be focused in
the exact same way. Content should be tailored to this theme so users know what
they are getting when they come to the website. Start with a clear strategy
when developing content for your site and appeal to the visitors who search for
you.

(Today in a guest post from the wonderful Joseph Baker, who works at Professional Intern)

Comments

  1. felixstonelee@gmail.com' says

    I like what you said that “content is king.” I agree with that and people who don’t believe that should start believing it. You also made a good point about being focused on your brand and your target audience. Great tips!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>