Content Marketing

Top 5 Reasons Web Marketing Now Relies on Content Strategy

It’s very rare that anyone prefers the packaging of an item to its contents. Consider for example, a bottle of a wine or the cover of a book—sure, what’s on the cover or label may be what initially appeals to you. But it is only when you taste the wine or read the book that you know what’s good—and what’s not. So while appearance is important, content is still king.

content-strategySimilarly, in web marketing and everything on the social web, visitors read content, search engines refer to content and determine the ranking of your website. Will it be a hit or miss? The result depends a lot on your web content strategy. With this in mind, here are five perhaps obvious reasons why online content strategy has now become so important.

Top 5 Reasons and Tips for Improvement

1. The Advent of Social Media

Social media is crucial in getting your content in front of your intended audience. People now dictate what’s great. They like and recommend on Facebook, re-tweet and quote on Twitter, plus one in Google+, and share links through other sites. They also forward emails, share their RSS feeds, participate in online forums and promote content through word-of-mouse-advertising among their peers. Maximize this opportunity to get their attention. You just have to identify and focus on your niche and target market. Research where your target customers are most active, then respond and address them correspondingly.

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social cloudIn social media, what appeals is that you are a person and not a bot. One tip for writing your content conversationally is to use a tone like you are talking to one specific person only. Tell a story like you’re speaking over a cup of coffee. Comment like they are your friends and don’t treat them as customers in a formal business setting.

2. Google Algorithm Updates

If you chase Google’s algorithm to optimize your blog and content, you’ll be frustrated. Google is finding and implementing ways to improve its code and with its most recent updates, Panda and Penguin, ranking of websites is becoming more unstable. Rather than obsessing over specific tactics, focus on writing high-quality, relevant content for your audience and building links through social sharing. A blog content strategy which entails goals such as lead generation, traffic generation, link building and branding will support both search and business objectives over time.

3. Information Era

As the amount of content online has exploded, quality has become more critical. To build traffic without spending excessively on online advertising, it’s vital to keep publishing unique, quality content. Identify the subject-matter experts within your organization and supplement their knowledge with outside writing, video and graphic design expertise as needed. Having cornerstone content is future-proofing your site. Make sure that you deliver what yours customers view as valuable.

4. Competition for Attention

Content marketing is more than just the latest catchphrase. Competition is not just about the best product, lowest price or biggest ad budget, but about who can provide prospective buyers with the most compelling and search-worthy content. If your website provides substance, you’ll establish a reputation as a trustworthy source of information. When customers trust you, then Pagerank and other such measures matter far less. Market confidence in your content will be reflected in social shares and search results.

Content Strategy5. Thirst for Updates

Regular content updates give visitors a reason to return to your site. In addition, major search engines value fresh content. Create an editorial calendar that reasonably reflects your ability to produce new content. Break longer content into a series of shorter posts. Blog post and social status updates must be written clearly and concisely.


Excellent content doesn’t magically appear, it requires hard work and carefully planned strategy. Creative content, aligned with your overall business goals, will attract readers and turn them into buyers.

  Discuss This Article

Comments: 8

  • Curious what you think about content creation services. Businesses understand that they need content but not every business is great at producing it. Shouldn’t they focus on their core value?

    This is a great article. Curious about the next steps once the decision to generate all this content is made.

  • El Social Media Manager debe tenerla capacidad de darle a los medios sociales
    un enfoque empresarial, impulsar los objetivos de la empresa y crear una
    comunidad alrededor de los propósitos de cada negocio o marca.

    La estrategia debe estar basada en responder: ¿por qué es útil para mi
    empresa?, ¿qué busco al utilizar estos medios? (por ejemplo: ¿busco más
    usuarios en mi sitio?¿busco aumentar ventas?¿busco mejor atención al cliente? ,etc.)


    The Social Media Manager must have her ability to give social media
    an entrepreneurial approach, furthering the objectives of the company and create a
    community about the purposes of each business or brand.

    The strategy should be based on answer: why is it useful for my
    company, and what I seek to use these media? (for example, is looking for more
    users on my site? looking to increase sales? Seeking better customer service? , etc.).

  • Good stuff, especially the recommendation to focus on creating quality content vs. getting so hung up on what Google is doing. If you’re trying to find an easy way to get ranked, it’s always gonna bite you. Focus on providing good content and you will most always prevail. Nothing like hard work:)

  • Antonio and Ramya – thanks! Glad you found the post helpful. Antonia, agree completely about setting goals and having a strategy that drives content creation.

    Ryan – yes, but not all content creation services are created equal. Churned-out, generic content has little to no value. What’s critical is to communicate the unique knowledge that lies inside a company. But often, an internal subject matter expert may not have the time or inclination to write blog posts. That’s fine – connect that individual with an external writer / videographer / infographic designer, or whomever to produce the actual content based on the SME’s unique expertise.

  • I cannot stress the importance of slow and steady wins the race when it comes to attracting links and the right social followers. Really out of the box marketing and content will provide this, you just have to keep trying and trying until it clicks. The more legit and focused followers you build, the easier and easier it gets to have them share your content and attract a bigger crowd.

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