@RonellSmith Content strategy has been a hot topic for the last few years, but most brands/agencies were only paying lip service to it. It was too often an add-on to an SEO agreement or something brands half-heartedly committed to. Lately, however, I’m seeing more brands demand real, holistic content strategy & more agencies scramble to deliver it.
Weird as it seems, content strategy (even now) means different things to different brands. Why do you think that is?
@RonellSmith It’s easy to lump it in w/content marketing strategy b/c we’re conditioned to view creation > strategy. W/o content strategy, it’s impossible to (a) know if the brand is headed in the right direction or (b) enjoy lasting success.
@oc2015 Content strategy is everything from the blogs you write, the social posts, the marketing message, & the brand tone
@chrismaxson So many avenues for content to reach consumers. Each brand might need content strategy in several different areas.
@kkenyon86 I think it can depend on what the brands strengths are. If they are better at video, that’s their content and so on.
@Tinu There’s not really a central consistent definition. & different brands have different needs & approaches.
@Rob_Bonham I think its really dependant on the brand’s audience. Develop content that resonates. There is no one size fits all approach.
@AmccartPPC Content these days is typically part of a much bigger omnichannel strategy. Content needs to flex more to fit those strategies.
@olinjdowns Brands have different personalities and audiences. Brands need to find the best channel and message to reach their audience.
@dan_shure Content Strategy is a tool that can help a huge variety of biz/marketing goals, & those goals differ among brands.
What does content strategy mean for you/your brand? Do you view it as essential to SEO/marketing success?
@RonellSmith Content strategy is your brand’s guidepost ensuring that every element of marketing is aligned and providing value. It’s essential for brands committed to consistently putting their best foot forward and besting the competition.
@kkenyon86 My brand would say content is blogging and SM. We do our best to inform our customers about our industry & related industries.
@AmccartPPC Building familiarity and trust with potential customers. Providing a pressure-free gateway to better understand your business. and of course, that strategy just happens to build links and keywords at the same time, not the other way around.
@Rob_Bonham Solid content strategy is paramount to SEO success. Without content your website’s ranking potential is null.
@oc2015 Generally speaking, content strategy has moved under the umbrella of production. Blog, videos, marketing, labels, products etc. SEO should always be involved in understanding your audience and target. Keep content natural but be sure to hit the target.
@EricLanderSEO In short, content strategy refers to having an objective and measurability to gauge the success of the content you create.
More brands are FINALLY committing to content strategy—alongside SEO, not simply as a part of SEO. Why do you think that is?
@oc2015 They’re finally learning.
@EricLanderSEO Because more players and traffic mediums are in play.
@MaryBowling because many brands look first for cheap and easy and listen to SEOs who want to sell cheap and easy to them.
@RonellSmith From my experience, these are brands who realized something was amiss that they couldn’t account for. Many now realize content strategy has tentacles running through the entire biz, from HR to sales, not simply marketing.
@kkenyon86 SEO used to be solely about your website – now there are other areas in play.
@AmccartPPC I think brands are finally realizing the power of dwell time and social sharing for SEO rankings. More value on UX these days. For their part, the search giants have done a good job of selling the value of those tools and the danger of unnatural links too.
@searchrook Content has slowly but surely started to “work” more than link building for #SEO, as Google promised.
@RonellSmith It was never billed as a quick fix, though. Those who had that mindset should have been disappointed.
@searchrook However, many brands still want “an estimate” by when their content strategy/marketing will “start bringing results”.
@RonellSmith So much of what matters won’t always be measurable. Like trying to measure not eating junk food at the ind. level.
@searchrook can’t beat that analogy!
@Tinu True, a lot of things can’t be tracked in conventional ways, even with all the attribution advances.
@RonellSmith Indeed, value and measurability are not necessarily conjoined.
@Tinu & it’s hard to express that sometimes. Just because it can’t be measured doesn’t mean it’s not valuable.
@Rob_Bonham Organic traffic can yield lower CPA than other channels and brands are realizing SEO is the result of content done right.
@khepritech Because content is more than just getting a good index. You have to education and entertain your audience.
@dan_shure Not all content impacts SEO & not all SEO impacts content. They’re not mutually exclusive but some practiced it that way.
SEO pwned content strategy for years. Now that it’s recognized as vital, how will you make clear it can stand on its own?
@searchrook By pointing out results on other digital channels. However, #contentmarketing works BEST with SEO!
@RonellSmith I’m sharing how it provides clarity and direction to all levels/layers of the business.
@Hirendream content drives links for a long term. Safe and good for a longer time
@RonellSmith Yes, and we have to separate content from content strategy. One adds value; the other IS valuable.
@Hirendream yup if content is well worth for readers and if they find it helpful then you get links automatically for long enough.
@Tinu That involves setting up tracking from the beginning & showing the impact of content strategy directly & indirectly.
@AmccartPPC Search engines provide great studies of those doing things right. Bring key stakeholders those samples as “we can do this too”.
Content strategy is a brand builder, esp. when you consider it helps build connectedness inside & outside the biz. Agree?
@Tinu I would agree. Particularly if the strategy is implemented in a way that involves all content, not only digital assets.
@RonellSmith It’s ability to ensure a brand’s alignment with core goals and the needs of prospects makes it a powerful weapon. It also helps guard against “waste” in the form of doing things that won’t add to the bottom line. If what you’re about to do doesn’t align with your core goals, you never start it. No need to wait on data.
@searchrook Not totally w.r.t. “connectedness” but definitely Yes on brand awareness, voice/message and recall.
@Hirendream to create actionable content with clear message with different statistics which drives loyal audience to your site.
@dan_shure Content strategy is a HUGE brand builder esp when you brand the content w/unique words (ie: Skyscraper Technique).
In the fight to get found in the SERPs, content strategy can help our brands stick out for consistency & excellence. Agree?
@RonellSmith I share with brands that SEO might get you found, but content strategy will help you get chosen. We must move beyond placement in the SERPs and focus on being the top-of-mind choice for those who could use our services. When give content strategy the chair at the table it deserves, we become the sought-after choice, not merely a link or a blog.
@searchrook Keyword research, multiple content formats & structured data, anyone?