So content strategy is the topic of the day. The week. The year maybe. Some folks look at me a little googly-eyed when I say that, as if it has always been that way. But I don't think so. It's the perfect storm of elements that make it so. And they are:
- Panda and Penguin
- Multi-channel consumption behaviors
- Social (media) Engagement
I could have just put the Google updates in number 1, 2 and 3, but that would be boring.
So for us digital strategists who aren't knowledgeable enough about SEO nitty gritty to use all the right words to describe this, here is scoop using my own language.
You have customers. You have a business. You want customers to find you in organic search results (where you don't have to pay for it), preferably somewhere on the first page. Your customers want to find you, too, if you have what they need. So, how?
Well, start by understanding what your customer wants from you. And put content on your websites that gives it to them. Then put a content calendar together that plans out what the central narrative or theme should be on the site, say, every week. Plan out little snacklets of content related to this core theme and sprinkle them around on Facebook, Twitter, Google+, Tumblr. All links go back to your site. Videos go on YouTube and Vimeo. Make sure your content has keywords and key phrases that matter to your core customer! Robots like that, too. Watch what happens. Adjust. This is not a task for the most junior member of your team!!
And don't forget those smart little devices that we carry with us everywhere. What does your content look like there? Not so great? Well, then you need a mobile web strategy and fast. Mobile first, if possible. Need help with all of this? Contact us at Cimarron Winter. We'd love to meet with you.
So relevant content, frequent updates, social engagement, mobile presence, and click throughs will give Google what it needs in order to give your customers what they want so they click through and get to your website . Which makes you happy, and that's why content is King. Again.