Wednesday, June 27, 2012

Devising a Content Strategy

In the world of SEO, the mantra, "Content is king" is used often.  Content is largely important.  It's a method of engaging consumers.  

If consumers want to bypass content and go straight for a purchase that would be great.  But that doesn't happen often.  What does happen is: users have an interest, conduct a search on the web, and come across content; and, ultimately, the reception of that content may or may not influence a sale.

Therefore, to ensure more apprehensions of content are favorable ones, a content strategy needs to be set in place.  Consider the following tips.


First, analyze the target market, those intended to read the content.  Think about the readers' personas.  What are they likely to want from the read?  Get in the head of the targeted personas.  

Only then can a brand begin to understand how the content should take shape.  If one does not analyze the needs and receptions of readers, the content strategy is not optimized.  There's a lesser chance of a great reception because the end user was not given enough thought.

Collect Data

Once the readership is analyzed, a brand can collect the data for formulation of content.  Editorial calendars may benefit larger corporations or outfits that champion orderliness.  Establish themes and particular messages engineered toward the target market.  

Sorting through data elucidates main topics and points of interest the content must focus upon.  This is a great process for brands that assume targeted readers desire particular information, coming to realize initial assumptions were off the mark.


Where and when will the content be published?  How will it be shared, increasing the likelihood of reads and extending the initial life of the content?  Most readers enjoy consistency and reliability, making brands publish on a regular schedule.  

However, exceptions can and will occur.  If a brand is engaging in alternative publishing times or places, it must ensure the news is provided ahead of time to readers.

Manage and Test

Managing content after publication is necessary to gauge how well the target market received the information.  Would the brand benefit from releasing more of the same content?  Did the reception of the content elucidate a new strategy or area of consumer interest?  

What can be done better next time to recruit more shares of the content?  These are all questions which can be answered via proper managing and testing of published information.

SEO content is worthy of a royal position but so are a brand's readers who double as consumers.  Ensure content strategies are engineered around the desires and behaviors of targeted consumers.
Richard Ortiz works with a team of writers at WebiMax, addressing SEO needs for clients big and small.

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