The Importance of Content in an Integrated Marketing Strategy

Sometimes, on my travels around the World Wide Web, I’ll take a peek at a website’s blog and it really gives me a flavour of what type of company it is. If the site has a well-written and regularly updated blog, I know they mean business. If not, it makes me question what else the company is neglecting.

I mean that’s just me. I work in content for a living so I’m a bit of a nerd about these things. But at the end of the day I’m only one person, what does my opinion matter?

As a matter of fact, it matters quite a lot and that’s because Google happens to share my opinion.

Google LOVES Content

Ever since the Search Engine Optimization (SEO) biz got off the ground, content has rapidly grown in importance to become the single most important aspect of any marketing strategy. Google is known to change their search algorithm up to 500 times per year. These revisions cause headaches galore for those in the SEO game but one thing has remained constant during all this upheaval; Well-written relevant content will always rank highly and drive visitors to your website.

Make a Blog Central to Your Digital Content Strategy

In Google’s opinion, a website isn’t really open for business unless it can see regular content is being posted. This is why I place such importance on the presence of a blog. I mean, you’re reading this on a blog right now, so the approach works…

Whether you write the copy yourself, or employ the services of a copywriter (and it’s usually always worth it for their expertise) a blog should be considered a must. At this point, you’re probably wondering what you could even write about in your blog – don’t worry, I’m a writer by trade and this is something I grapple with daily. If you’re willing to do a little homework you can easily find topics to write about. Here are some suggestions to take a look at:

  • Brainstorm – Think of the type of things people in your target demographic would search Google for. Think up topics around these searches
  • Listicles – or “List Articles” are articles that consist of lists designed to spark debate. These types of articles consistently drive clicks
  • Solve a Problem – Ask your customers what their issues are. Write blog posts where you detail your solutions
  • Interview People – Have interesting connections in your field? Sit down and talk to them
  • Get Personal – Entrepreneurs often have amazing stories to tell that can help others. Don’t be afraid to dip back into your personal experiences for blog ideas.

Social Media and Content Strategy

Social Media shouldn’t just be a “nice to have” for your business, it should form another pillar of your content strategy. Despite this, many companies still aren’t on social, or they are just using it to deliver the hard sell.

Social is a platform to share your blog posts and engage with your community – and I use the world community intentionally. It’s amazing for talking to your customers and building a community around your brand. Chat with them, steering clear of anything overly-salesy. Find a tone and voice for your posts that’s consistent with your brand. Retweet articles and news of interest to your community to try and stimulate engagement.

There’s no magic wand when it comes to content strategy. Growth happens organically over time – if you continue publishing good quality content and engaging with your community online. Need a little help? We’re happy to chat with you about a content strategy that fits with your business goals. Find out more.


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