When it comes to using content to support business objectives, the goal is to deliver the right content to the right user at the right time — in order to achieve measurable results.
A content strategy plans for the ongoing creation and maintenance of content that serves user needs while delivering on business objectives.
1. FAILURE TO PLAN = PLANNING FOR FAILURE (AND OVER-BUDGET PROJECTS)
Failure to adequately plan for content is one of the most common reasons projects go over budget and under deliver.
Any experienced project manager will tell you that content needs to be considered from day one. If not, you’ll likely end up spending much more money (and time) than planned.
2. GOOGLE LOVES CONTENT
Any serious SEO campaign is centered on high-quality, relevant content. Forget keyword-stuffing and instead write useful content that directly addresses your customers’ needs.
Organic search traffic is highly qualified because consumers are actively seeking information on your industry. Google’s keyword tools reveal what people are searching for, allowing you to create content that targets those needs.
3. CONTENT IS A BUSINESS ASSET
Content is as much a business asset as the products, people and services you offer — and it transcends “selling” and marketing.
Content can provide an improved experience throughout the customer life cycle – even reducing call center volume, complaints and pre-purchase drop-off.
4. CONTENT DRIVES PERSONALIZATION
Create personalized customer experiences to engage and motivate your target audience — make them feel like your product is designed specifically for them.
Use rich metadata and structured content models to tag content to match target audience segments. Then serve it up at the perfect time to influence purchasing behavior.
5. MOBILE CONTENT
Customers expect the right content on every device they own, regardless of screen size.
When using responsive design, you need a clear understanding of your content priorities to help users take action with limited space.
To compete in an increasingly mobile marketplace, your content must be mobile, too.