Your business has always been competing for visibility, whether you’re a lone website, a brick-and-mortar storefront or a corporate business headquarters. But today, the competition is fierce. Without a website, you’ve had traditional marketing communications, referrals and networking to get people in the door.
On the Web, you have a global audience. But how will you reach them? How will you build trust within this medium? The answer is by translating those marketing and communications principles online.
Web content strategy is simply a way for your business to do its marketing and branding on the Internet. A way to get people “in the door.” Why content? It’s the catalyst for that communication. Plain and simple.
And while the medium has changed drastically over the past 15 years or so, the principles of marketing and communications still hold true on the Web, like the art of quality content. But now we’re adding layers of complexity, like how search engines work and what their guidelines are, which are ever changing.
We also have new tools that give us more data than ever before about how our business and its content is performing online. And we have new forms of content outside of just words, like graphics and videos as part of our marketing arsenal.
But why is a Web content strategy so important?
- To keep your business visible online.
- To compete in the digital environment.
- To offer something useful to your target customer.
- To build customer loyalty by being a “human” part of the equation.
- To build and uphold what your brand stands for.
And why is quality content so important?
- Without an understanding of your customer, your content isn’t useful. This is why content on the Web often just takes up space.
- Your target audience wants something unique and helpful from your brand.
- Your site can get into a world of hurt if your content is considered spammy by search engines.
- Content needs to be able to reach the right people in the right channels at the right moment.
For all these reasons and more, Web content strategy and quality content development is a craft, and brings together multiple skills for an end product that represents your brand and makes a connection with your audience.
Just one more way to remain relevant as your business — and its competition — continues to grow. And that’s why content is will always be king.