Posted on March 10, 2016

Relevant content is King – content marketing challenges

Yes content is King, but there are challenges is making that content interesting and available. And this is where is starts to become a bit jargon filled and tecky. Have a look at the chart below created by Curata (a content marketing platform, site link below). But before you move to this stage you must be clear and state what your objectives are, then devise a strategy of how to achieve those objectives, by all means using the tools and tactics outlined below – to suit your needs and resources.Content Marketing ChallengesWho in your organisation is going to provide this content? How do you balance that age old problem that web visitors tend to spend a lot less time on you page so you keep the content short and snappy BUT Google prefers you to have lots more text content that most visitors actually like, yes you can bullet point your key benefits/comm have extra links to more text but not at the costs of visitors needing to to click more times. Also don’t forget to consider how all of this extra content this will look on a tablet/mobile screen and our Google Analytics data will have told us how much traffic is coming from non-desktop devices as Google have openly stated that they favour responsive sites over sites that are non auto formatting, see our recent Blogpost on this subject. In most cases the content is either on the page or on a blog, some of the sites with most traffic have blogs and for example our client  Ramsay Cornish Auctioneers who also send out branded e-mail campaigns with good relevant text and attractive images of chosen articles for sale to a mailing list of thousands each week, along with good use of social media (Twitter: @RamsayCornish) together brings in over 13,000 unique visitors every month, very good news of you are a seller as it widens your potential market considerably. The site also has Online Bidding so buyers from anywhere in the world can log in and bid. That is a good productive use of content, in an environment where each item is unique and for sale once only, on that day, so no second chances and the more bidders the higher the price achieved for the buyer.

Recently E-consultancy posted a good reminder that “content marketing isn’t SEO – and SEO isn’t just content”.  Surely the best tip is that it is all about balance, and ongoing testing of the results to your chosen metrics and KPI’s to evaluate what will work best for your site to meet your objectives.  Sounding like a full time job? And these objectives surely must be about more that consumer engagement they must be about enquiries, sales, lead generation; so some form of direct customer contact for most businesses.

The chart above produced by Stickyeyes (an SEO, Pay Per Click (PPC) and Biddable Media, Social Media Marketing, Digital PR, Content Marketing, Digital Consultancy, Blogger Outreach and Influencer Marketing, Design & Development, Video Marketing, Google Penalty Removal & Recovery, Mobile Search & App Store Optimisation agency), shows how little has really changed over this period, based on a mountain of data and metrics there has not been such a sizeable shift in any one real area (social has gone up-down-up a bit but ends not far from where it started). So balance is key and not being too dependent or skewed to one tactic alone seem to be the lesson here. Based on what works for your business!

There is a 160 page 8mb report from Google titled: Google search quality evaluator guidelines (dated 12 November 2015) available but you might prefer to skip to the Blogpost by Stickyeyes where they have broken it in down a much friendlier 1,324 words. Nicely written piece! If you want the full report PDF see link in article footer.

So with this in mind start by evaluating your own website page and blog content and social media content. Both have their own analytics and you may need to move into the test area first. It is going to take time but ought to provide benefits to your results and business over time. To get a better grip on the issues there is some further reading below:

E-consultancy post “Why content marketing isn’t SEO – and why SEO isn’t just content”.
E-consultancy post “Four marketing sinkholes and how to get unstuck”
Curata blogpost “content marketing tools ultimate list”
The Power of Blogging > “the irresistible business case for blogging” by Econsultancy
Google search quality evaluator guidelines (160 page report PDF)

And when you add content you also need to spend time on editing and updating this content, important housekeeping as Google will penalise you for broken links, so don’t send your visitors to cul-de-sacs when you can check here if your site links are 100% up to date > it’s fast and free!

Posted by Neale Gilhooley March 10 2016 (updated 30 Mar 2017)