We’ve all heard the familiar cliches associated with digital marketing: Content is king. SEO is dead. We’re all publishers now. In a sense, these are all true. The important thing, though, is not strictly adhering to the cliche, but understanding the thought behind it. At that point, it doesn’t matter if it’s true or not because there will ultimately be some nugget of truth that you can apply.
Take what you can, throw the rest away!
What we really need to understand about SEO and content is that content plays an important role in the amplification of your overall optimization strategy. That doesn’t mean you need to write more content. It means that your content must always serve a purpose for your intended audience.
A good content strategy helps provide information that searchers want. Content that amplifies your digital marketing campaign is content that:
- answers questions
- provides tips
- offers tutorials
- explains strategies
- discusses tactics
- outlines strategies
- makes recommendations
- details solutions
- shows how
- gives demonstrations
- and about 70 other things.
But you have to start with an actual strategy. Don’t just throw content out onto your website or blog. Take the time to develop great content that people want, need and are looking for. Content that supports the overall goals of the web marketing campaign.
Content such as this helps people find you — not because they were looking for your products or services specifically, but because you have answers they need. Every new visitor reading your content today is a potential customer down the road. Your SEO may be attracting visitors, but great content amplifies those visits exponentially.