Integrated Content Strategy: How It Will Apply to Your Business
We know what you’re thinking. “Great, here comes another digital bandwagon to siphon away my hard-earned cash with little to no ROI.” Online fads tend to fade quickly and rankings rarely increase. We know, we’ve seen a lot shimmer and sputter into nothingness.
But content strategy isn’t a fad.
Since a certain revitalised Google Panda sent the internet into a tail-spin, content strategy has emerged as a hot button topic – services have been created, ‘experts’ have popped up everywhere, and big, small and medium businesses are starting to take notice. Going from page 1 to page 56 tends to inspire innovation. The terrifying fact of our bamboo loving algorithm? It can catch you out at any time, often without warning, unless you rethink your content strategy.
The Basics: What a Content Strategy Looks Like
The Mirror – The Content Audit
You’ve spent a lot of money building your website. The end price alone is staggering and the content pops off the page – in fact, your customers repeatedly comment on just how user friendly and engaging your services pages are, how funky your social media updates can be, and how familiar you feel to them as a brand. Do they? If not, something is wrong. A Search Factory content audit will burn through every page and backlink, operating on two levels.
Level 1: The Site Audit
Our writers, editors and strategists scour your website for audience and brand driven opportunities, focusing on content improvements, recommendations and rewrites. They are detailed, meticulous and experienced. A content site audit considers the cold hard numbers of your existing engagement metrics – numbers never lie – and results in a tailored advice document, packed with marketing innovation and long-sighted changes.
Level 2: The Neighbourhood Audit
Content marketing is a balancing act of making the right connections, managing a healthy backlink portfolio and making sure no smear-worthy websites are pointing to your business site. Don’t fall prey to dirty competitor tactics or past mistakes – the Neighbourhood Audit will ensure your business will receive the ranking and reputation sanity check it needs to land on the first page and stay there.
The Hard Questions – A Tasting Platter
Search Factory Content Strategists like to get down to the fine details of audience interaction, brand projection, company perception and the analytics involved. Expect to leave with a detailed understanding of who you are, what you mean to your customer base and how your company can move forward as a business and an online presence. But before all those great things happen, you need to consider a long list of questions, be open to consultation, grant access to analytics and be honest with yourself. To give you some practice, we’ve included three of our favourite questions from our ‘Start with Content’ presentation.
• What brand perception do you want to create or change?
• Who and where is your audience?
• What motivates conversion? Or what’s putting a spanner in the works?
Discovering Audiences – Where Is Content Published?
An audience is an audience is an audience. They click, they buy, they tell their friends – everybody is happy. While this very simplistic version of events worked in the golden age of print marketing and early online advertising, audiences have turned the tables on brands like yours. They own you. They’re discerning. They’re savvy. They require a bit more attention, a bit more care and, above all, they require targeted information to invest in, reflective of their interests and buyer goals. Trust is earned.
Sounds like a lot of work, doesn’t it?
The internet has introduced countless platforms for sales and interaction, almost guaranteeing brands prime real estate at every stage of the buying process – content strategy enables brands to embrace and engage these media types and attract new, diverse audiences. How?
Video – We’re sure you’ve heard of YouTube. How long do you spend watching videos a day? How long would your general customer spend watching videos a day? How many videos do they link to their friends per week? And how many times has your advertisement appeared? Have you created video content to exploit this thriving channel? Did you know Google owns YouTube? Think about it.
Channels – Everybody has a social media profile. A fair whack manage multiple profiles across channels like Facebook, Twitter, LinkedIn, Vine and Tumblr – the average Australian spends over 24 hours online per week, surfing social media sites and blogs. How many conversions are you missing by not conversing with connected audiences?
The potential is there. Your audience is ready. Are you willing to start with content and contact Search Factory? Book your content audit today before Google releases another round of punishing pandemonium. You won’t survive what’s coming.