Do you have a detailed content marketing strategy? by Craig Nicholson
The way consumers access content is changing. Visuals such as infographics and video content are now more appealing. Are these mediums forming part of your content strategy?
It is important to come up with a clear yet detailed content marketing strategy in order to achieve the best possible results.
Content marketing is a broad spectrum and businesses looking to increase their exposure through these means should have a very clear strategy, strong editorial and good design.
While content may still be king in terms of driving traffic to a site, simply publishing information is no longer good enough. This is particularly true in today’s environment as people are consuming content in a variety of new ways.
The growth of internet-enabled smartphones and tablets has made it imperative that marketers convey the message they want to get to consumers in the right way, appealing to the different ways they access content.
This has led to a significant rise in visual content in recent months, with infographics bursting onto the scene, alongside video, but it is important that businesses using these new types of content marketing do it in the right way.
Matt Cutts told Eric Inge of Stone Temple Consulting, that while there is “nothing wrong” with the concept of an infographic, many of them are off topic or contain poorly checked facts that are either wrong or out of date.
“The infographic may be neat, but, if the information it’s based on is simply wrong, then it’s misleading people,” Mr Cutts added.
Google has hinted that it may even view infographics less favourably as a content type in the future as the search engine giant continues to clamp down on poor quality content.
Often firms fail to develop a detailed and clear content marketing strategy, instead preferring to adopt a “get it done and get it out the door mentality”, according to Lisa Kay, creative director at Last Exit.
She told the Financial Times that this approach means that there is little attention to detail. “The stuff I see that people often create in PowerPoint presentations posted online makes me want to cry.”
Ms Kay also noted that sloppily-produced material can damage the most luxurious of brands, which is certainly something that should be avoided by businesses looking to improve their search engine rankings.