Join David Booth for an in-depth discussion in this video Overview of long-term content strategies, part of SEO Foundations.
- With many businesses turning to online as a medium to market their products and services, it's more important than ever that business owners understand why having a content strategy will help propel them forward and achieve success with their search objectives. A content strategy is the planning, creation and management of usable content. Let's take a look at each of these components individually. Before you begin writing content and posting it, or syndicating it across the web, you need to have a plan. This starts by understanding who your target audience is, and what their needs are.
Think about your content as bait, and your audience are the fish. If you use the wrong kind of bait, or you throw the right kind of bait in a pond where there are no fish, well that's no good. You won't catch what you're looking for, but understanding who your audience is, where they hang out and converse online, and what they're talking about will help you to both find your targets, and learn what's important to them. When you couple this with keyword research, you'll have a strong understanding of the themes and kinds of topics that you'll want to produce content for. When it comes time for the actual creation, there's no question that content is king.
Creating content is a task you're going to need to factor into your entire online marketing plan, whether you like it or not. If you're not writing content and publishing it on the web, you're losing out on a share of traffic to your site. Every way you can think of to help your potential customers that's relevant to the themes and keywords that you've targeted, and the audience you're going after is an opportunity. And if you think about it, if you're not answering the common quesions that your customers are asking, then your competitors will. Content creation involves writing usable, relevant and targeted content.
The quantity of content is not nearly as important as developing quality pieces, that customers can always refer back to and share with their friends. For SEO purposes, remember that it's the content that attracts audiences and links, and relevant high-quality pages are then rewarded further with authority in the eyes of the search engines. Whether it's you, your team, or outsourced help that's responsible for executing on the plan, you'll need to make sure that content is being written on a regular basis for the keywords and audiences you're targeting.
And once your content has been created, it needs to be managed and maintained properly as well. A sound content management system lets team members write, edit, post, and maintain content quickly and efficiently, helping with workflow and encouraging a more collaborative environment that each member of the team can be a part of. Going through the cycles of planning, creating and managing usable content will have you well on your way to a sustainable and successful execution.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is SEO?
- Understanding how search engines index content
- Researching keywords
- Using SEO tools
- Optimizing pages for keywords
- Optimizing code and site structure
- Building links to your content
- Optimizing nontext components of a webpage
- Analyzing content quality
- Defining your audience, topics, angle, and style
- Promoting your content via social media
- Measuring SEO effectiveness
- Setting up Google+ Local
- Optimizing ecommerce sites for search
- Configuring sites for mobile