The importance Of A Good Content Strategy

With Google recently rolling out it’s much talked about “Panda” update, prioritising fresh and well written content, it’s more important than ever to make sure your content strategy is designed to get you the best results. Too often, it can become an after-thought, with clients concentrating more on the technical side and hoping that SEO will magically keep users interested in their site instead. A content strategy should impact on UX, design and even functionality, so if you really want to get the most out of your website it is important to think about this early in the process.

As time is usually a constraint, we can sometimes find ourselves advising clients about their content strategy and sitemap whilst we organise and carry out the build aspects.

If you don’t put in place a strong and ongoing plan for generating relevant quality articles and start the ball rolling at the earliest opportunity, this can also be a huge threat to the launch date. Nobody wants to be waiting around while content is being put together and the worst case scenario is that the quality of any such material then suffers as a result.

Even worse, this rush to get the content written can then be followed by months of neglect after launch while those in charge move onto other priorities.

Don’t be “content”, (boom boom) to be the victim!. Follow our tips to take your CMS by the reins and ride straight into the first page of Google.

  • Plan your content strategy. Review the usefulness and engagement of your content against your business goals and audience needs. Don’t forget to keep a consistent voice.
  • Don’t forget SEO – Google may have tweaked its algorithms to reward good content but there are some things that never change. Don’t forget to focus on keywords and encouraging those with a high PageRank to link in your direction.
  • Keep the classics coming – don’t give up after a first push of content when you launch. If you get complacent, you may lose any visitors that you attract when they see that the site has been dormant for months.
  • Know your audience – will they want long format stories or might you want to integrate a tumblr and simply post interesting short videos and links to other interesting posts? With content, it’s never a case of one size fits all.
  • Monitor the performance of your content – check your analytics regularly to see how your readers are reacting and where they go after reading each piece. Are they thirsty for more?”
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