What Is A Content Strategy And Why You Need One [VIDEO]

11 September, 2012

There’s a massive amount of buzz flying around the internet at the moment regarding the importance of content and content strategies. While we are in total agreement with the notion that every business needs to be producing high quality, useful content for their audiences, we felt that it would be contradictory to write a long winded blog post about it.

Instead, we thought we’d just SHOW you….

Share the knowledge

If this video helped make the concept of content marketing ‘click’ in your head, please share it – you could be helping out someone just like you!

Need a little more advice? Read below!

So…What now?

A content strategy in its simplest form is a plan around what ongoing information you need to publish to your website in order to help you achieve your business goals.

In the video above, Bob’s simple business goal was to increase sales. In order to do this, Bob needed to start reaching audiences at earlier stages in the buying cycle in an attempt to develop brand affinity and top of mind awareness prior to the point in which the consumer was ready to purchase. Bob did this through engaging, educational and/or entertaining website content.

Bob’s content strategy drove new, potential customers to his website that wouldn’t have found the site in the past. Furthermore, the content Bob produced was useful to his users and therefore created a positive affinity with Bob’s brand, leading to more purchases down the track.

What you need to do:

  • Review your business goals and align them with your content strategy.

Who are your customers?

If you haven’t already, define who your potential customers are and what information they need to help them make a decision about your product or service? With our example of Bob, he discovered what content he needed to create by talking to his customers directly. Bob’s customers consistently wanted to know how much it cost to look after pets, how difficult it was to look after them, what breed of cat they should buy on so on.

What you need to do:

  • Define your target audience and determine what information they looking for prior to making their purchase decision? Develop your content around this!

How Much Content?

The Zero Moment of Truth‘research study by Google found that, on average, a consumer looks at 10.4 pieces of content before purchasing. The more content these consumers absorb from your business, the more likely you are to influence their decision. Therefore it’s important that you produce as much useful content as possible. It should be an ongoing process that constantly addresses your customer’s questions. Your ultimate goal should be to become the online authority on your customer’s most important topics.

What you need to do:

  • After determining the information your customers require, you should be aiming to become the authoritative source on these topics in a bid to generate interest from new, potential customers.

What type of content?

Content can come in many formats’

For a really good list and when to use them check out First 10 & Smart Insights Content Marketing Matrix.

The format is usually dictated by budget and resources, but the effectiveness is really the information within it. If it’s great then it will get exposure with a little bit of help from SEO & social media. If you have the resources to produce infographics and videos, great. If not, just start off with blog posts.

What you need to do:

  • Get started! Whether you create something as elaborate as a video like the one we’ve created above or as simple as an informative blog post, the main thing is to just get some useful content up on your website as soon as possible.

Does it help SEO?

Absolutely. At the heart of any good SEO strategy is content. Good content creates lots of positive SEO ranking signals. The big search engines are constantly looking for great information to show its users amazing, usefull content won’t go unnoticed if it is being consumed and shared. In its most simplistic form, if we give search engines what they want (great content), they will give us what we want (great rankings!).

Next Steps

List common questions and concerns your customers have, and then brain storm ideas for answering these questions. Put these content ideas into a schedule and start producing them and publishing them on your website. With a bit of SEO and social media help, you’ll be amazed at the new customers you start to attract.

If you need any help with ideas or producing content give us call, we’d love to help.

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About Iain Calvert

Position: Strategy Director

Iain came to Reload after working as the digital strategy manager for Billabong over in the UK. With over 8 years of experience in search marketing and ecommerce, Iain now heads up SEO strategy at Reload Media. He is charged with ensuring the most effective white hat, best practice SEO techniques are being utilised and implemented by the Reload SEO team. Iain also consults on the strategic direction on a range of SEO clients in order to cohesively integrate their SEO strategies into their larger marketing activities.

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