Quality Over Quantity
Visitors to your website do not want to read the same fluff pieces over and over again. In 2011, Google decided to help out those visitors who were tired of rereading boring content. They did this by making sure that content quality affects Organic Search performance. Since their latest Panda update, Google has been using a combination of disinformation tactics and algorithm improvements to give us the opportunity to deliver higher quality web experiences.
Content Marketing software has been helpful in generating more leads than paid marketing. In fact, the old practice has been more efficient in many ways. Over time, the quantity and cost per lead and therefore, ROI from paid search remain fixed if your budget remains fixed. But Content Marketing cost drops substantially over time. Content is a brand asset that compounds traffic from multiple channels if you continue to invest.
These expectations are require more than just loads of links, likes and traffic. Why? Well, it’s simple, if you are not generating usable or useful content that no one cares about then no one will link or share it. Your content is competing with hundreds of thousands of examples of great content marketing. But all of this comes at a time when graphic design, rather than traditional journalism, is burgeoning.
With more and more competition among graphic designers, developers, and even data scientists high quality work is easy to find. The question becomes about whether a marketer is creative enough to capitalize on them in a way that is useful for your audience and helps you meet your business goals.
One of the ways to make sure that you create content that works for you is to utilize Content Strategy. Here’s an explanation of the difference between Content Marketing and Content Strategy: If you have an idea for an infographic, you make it and release it–that is Content Marketing. Content Strategy on the other hand is when you identify and understand your audience and business goals. And, use metrics to measure content and ensure that it is both useful and usable for your audience. As well as plan the metadata and CMS requirements, then develop or adhere to a brand messaging voice and tone. And, finally, develop a process and identify resources for creation, release, and maintenance of the infographic.