Friday, April 5, 2013

Content Strategy - An Important Aspect of Marketing

It is not that simple to entice visitors towards the online destination of merchandises, oodles of search engine marketing efforts are desired to attract their attention. However, amid all those verticals of this improvised form of marketing that claim their credit in luring the potential visitors, it is perhaps the quality content that ultimately steals the show, let us know why.

Importance of content:
In the domain of online marketing, content could be deemed as a sensible stuff that could motivate the people towards buying a particular product. Having said that, it could be anything but gibberish; intelligently blended with the material that never seems like an advertisement yet manages to gather a respectable customer base. Whatever is its form, whether text, audio, video or image, it ought to be interactive. This evidently fuels the necessity of chalking out a sound and soothing content strategy that could appeal masses.

Content strategy:
Three effective points lead to the formulation of a thriving content strategy that could really lift the reputation of a website:
•    Creation of gripping content
•    Assuring increased search engine rankings
•    Mustering quality backlinks from other sites

Gripping content:
 An engaging content is one that could attract the potential visitors and at the same time could also be indexed by search engines more often. Intense use of keywords is likely to distort the originality of the content thereby making it more search engine friendly rather than user friendly. It is therefore necessary to design content that is appealing enough both for the users as well as search engines. After all, the ultimate goal is to make the most of a web page in the form of high end monetary benefits and only an informative, readable yet SEO friendly content could do the honors.

Enhanced search engine rankings:
Significant traffic boost together with high search engine rankings comprise of the most important ingredients of a thriving content strategy. Needless to say, quality content paves its part significantly towards helping these ingredients striking the right chords. Though, including good Meta tags is definitely a good practice that helps the web page to be identified by search engines. But yet again it is the actual text on a web page that enhances the chances of indexing, which is a must to make way for enhanced traffic and better search page rankings.

Mustering quality backlinks from other sites:
Search engine rankings are heavily influenced by high quality inbound links. If a particular web page is linked to multiple authoritative pages that own a higher credibility over the search engines, the chances of former to secure enhanced traffic and therefore high ranking, increase excellently. However, the number of inbound links could witness an appreciable surge only if the content is genuine, to-the-point and relevant.

Additionally, the number of social media websites such as StumbleUpon, Delicious Digg, Magnolia and so on has increased heavily in the recent times that have contributed towards assuring bigger and better customer base online. The importance of fresh and flawless copy that could enthrall the attention of these millions of online visitors has therefore grown to manifolds. Most of the big companies attain this coveted targeted by producing more articles, press releases and blog posts on regular basis and they have indeed got success in mustering high quality inbound links.

Content strategy in the post-panda and post-penguin era:
Google keeps on updating its algorithms so as to bar the low-quality content from getting any attention on the search pages, this instantly work sin the favor of websites that possess high grade content. Abiding by this fact, many of the SEO companies have been targeted that used redundant, keyword stuffed, and unattractive content, both with respect to the readers as well as the search engines since the past one year, thanks to the advent of Google Panda and Google Penguin algorithm (announced on April, 2012).
Implementation of these algorithms have left the room for only superior content to break the ice while those with lower grade no more share the space of search pages. Owing to this fact, certain important amendments in the content strategy are worthy to be taken care of the prominent of them being avoiding ‘thin content’ and combating the occurrence of LSI (Latent Semantic Indexing) issues. In short, attention to details is a must while drafting out a copy, such as:
  •     Reduce grammatical mistakes to all time minimum
  •     Avoid writing crap copy, full of keywords and devoid of real meaning
  •     Use keywords as well as the words that relate to them, such as synonyms in balanced proportion.
  •     Do not overuse or under use keywords
  •     Avoid redundant copy that conveys same intent repeatedly