Is Your Content Strategy Effectively Marketing Your Brand to Potential Customers?

Is Your Content Strategy Effectively Marketing Your Brand to Potential Customers?

With internet marketing, it can sometimes seem that there are a hundred different elements that all need to be perfectly aligned in order for your site to achieve any real results. While internet advertising and SEO are complex and ever-changing, there are some key, everlasting principles that you can follow in order to keep your head, and your business’ online presence, above water.

Nothing could be truer when it comes to your business’ content strategy. While Google may continue to change the way it ranks websites, one thing holds true: great quality content is vital to your business’ success online. The following is a set of principles that every content strategy should employ in order to guarantee your content efforts aren’t going to waste, but rather, are reaching, and more importantly resonating, with your potential customers:

Start with a Solid Understanding of What Your Brand is All About

No content strategy will ever be effective if it doesn’t start with a deep understanding of the brand for which content will be produced. Just like any type of marketing, internet advertising has to effectively convey what a brand is already known for and what they want to be known for. By first determining what it is that your business does best and what you would like to be known for or as by your potential customers, you will be able to more easily identify the types of content topics and forms that will resonate with site visitors, as well as the relevant keyword terms that must be used to optimise your content.

What do Your Customers Care About?

When it comes to your content strategy, nothing could be more important than getting a solid understanding of what it is that your customers or future customers care about. What do they want and how can you help them satisfy their needs? By tailoring every aspect of your content strategy according to your customers’ wants, you will be in a better position to actually convert site visitors into customers.

Different Types of Content to Achieve Different Goals

Successful internet marketing and SEO use content to achieve a number of different things and, therefore, the content you produce should take a variety of different forms or focuses. Your content strategy should include the following:

  • Content focused on educating new customers about your brand–brand promotion
  • Industry or company news that educates and engages existing and prospective customers, demonstrating your authority in the market

Of course, no matter how you focus your content, optimising it with the right set and ratio of keyword terms will ensure Google and others reward your efforts accordingly with rankings, which is undoubtedly one of the most important goals of any content strategy.

Sourcing New Topics to Use in Your Content Strategy

One of the most difficult things is constantly coming up with new topics. To keep things fresh and interesting not only for you but also for your visitors or readers, you can source topics from industry newsletters and trending topics in social media. Ask questions of your current site visitors so that you have a constant source of new material that’s tailored to what it is that they wish to learn about your products or services. Are there any news headlines that relate to your business?

Be Prepared to Change Your Content Strategy

As you produce new content, you’ll find that your site visitors, followers, etc. will engage with some forms or topics more than they will others. Be on the lookout for what works and be ready to scrap what doesn’t.

If you’re in need of more guidance or a complete content strategy overhaul, contact us to learn more about the custom content services we provide. The best solution for you and your site’s content strategy may be to leave it up to the experts.

About Paul Gregg


Paul heads up [g]commerce and The SEO Company, and is responsible for the overall management. Paul's experience extends from various roles in sales management for large domestic and international publishing firms, as well as global digital marketing companies.

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