Content 101: Why having a Strategy Matters

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The idea behind having your content is two fold. One is to get on top of a SERP, the second really for social media. Both count towards your eventual goal of reaching the top 10 but let’s not also forget that content plays a huge part of it all. Whenever you do a search, UGC from different sources (country IPs) also help to boost your visibility. Whenever you do a search for a product or service, reviews from consumers and users will show up results that is linked to your brand. This is why having a solid content strategy matters.

Back in the days where social media was nothing more than online communities (it still is btw) you posted stuff you did, stuff you want to do and shared some pictures online. It was like, Buzznet, and my profile is still active there too. Social media like Foursquares, Tripadvisor, Linkedin, Facebook and G+ are intrinsically linked to content found on Tumblr, Blogger and self hosted WordPress sites.

Facebook and G+ changed it all in recent years as your social profile also became your brand and what you associated with. So if you happen to run a business or work for one, they would have their own presence online outside of the traditional website. The game changer was that your businesses could  qualify as an online entity thus was born the need for social media content. This entity should be alive, as determined by Google Algorithms, and updated to show it is alive.

Online Brochureware versus Content Development

Still relevant in today’s online world are online brochures to show you have a company presence for people to drop by and browse your services/products. If you are lucky, they might even send you email. But any long forgotten and undated revision to your website will only show that your strategy isn’t about content but more of a online brochure, with that your SERP gets gunned down by Google for being too plain and unhelpful. Brochure ware sites are Zombie entities, not entirely living or dead so this gets bumped down the search chain over time. Using keywords within your brochure site  isn’t going to help you rise to the top of a SERP but at least you’re somewhere in the top 100, or maybe top 1000. Oh…maybe that wasn’t your intention to begin with?

Why Site Planning Matters

There are plenty of places to host your own online brochure. That one page calling card which you call a website has many advantages, like maybe your email and fax number for contact. However if you want to be found outright in a SERP, you need to invest.

First, you don’t have to do this. Your business is going great and you won’t miss those emails screaming for orders from the darkest corner of Africa. However if you want to sharpen your online presence, you need to take note of a few following details.

1. Migrating to a CMS System

When do you graduate from a website to one that is content friendly? This is time you finally decide to use a CMS or Content Management System. If you have no content, heck you can even do that on a free WordPress account. Free hosting too. It’s done so let it sit! But if you have regular updates (meaning weekly or monthly as opposed to once in a year revisions) then that needs to be managed. There are three popular CMS platforms for self management, WordPress, Joomla and Drupal. Each has its own advantages and disadvantages.  Having a web designer isn’t the ultimate solution. Designers work on design and are totally clueless when it comes to your content needs.

2. Web Designers are Not Content Developers

This is another thing that people have to understand, web designers are not content developers and have little or no regard to what makes your business work. They do not come out with content on the fly or make that work with social media. Designers create sites which suit the content you have or the content strategy you have in mind. They worry about how the system will perform and how the content will look. The also have to think about the back-end system based on your content requirements.

3. Web Designers are not SEO Consultants

Here is another problem people face, if you want to have an SEO friendly site, you don’t hire a designer to do that, this is not their role. 5 years ago, SEO was real easy. You could use Black Hat techniques to fool search engines to display your site ontop of a SERP. There were web tools and even downloadable programs which can do this. Those same tricks aren’t going to work now as the whole SERP business has gotten a lot more complicated. This is where the SEO consultants come in. Today, SEO consultants have to transition to content consultants as their role to find the easiest way to the top of the SERP has gotten so much harder. Most of them are snake oil salesmen. And you know why? They cannot guarantee a metric in which to prove any success. Pageviews or web traffic can be generated without having to hire a consultant, you can pay Google to put your name on top. Web traffic can also be gained by putting up banners on partner sites. SEO consultants can lend a hand to boosting your SERP rank but they cannot guarantee a return on your investment. So go figure.

4. Content is Dynamic

Content has to be shared via multiple platforms that we all know as social media. People want to know what works and how to do things. Even B2B sites need content that showcases their services or products in the best light. This is why so much effort has been given to Google’s Hummingbird update. There is no point of having content that is locked into a particular platform. That platform has to help disseminate your content to a wide audience. This is why YouTube works so well. It is share friendly. You can post videos you made to both G+ and Facebook. However if you post video to Facebook, that content gets locked into that platform and it can’t be shared outside of the FB community.

Google’s algorithm is being tweaked all the time. Every month, they do something to adjust it and this can be viewed on Mozcast, a site that monitors the SERP turbulence created by these minor changes. These changes affect how your content is placed in a SERP and if you are chasing a SERP rank, you probably need to have full time staff monitoring such changes that affect your site ranking.

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5. Know your limits on Budget

From the onset, having a CMS isn’t going to be easy as you need someone to manage it. Then there are other cost factors for each strategic decision. For example, shooting a video and putting it up online might seem relatively easy but you have to ask yourself who is going to do this if you’re not video savvy. The same can be said about graphics for your site. If you want a highly customized graphic, then you need a web designer who knows how to manipulate images in Photoshop or create one digitally in illustrator. Do not expect that to come from one person. Everyone has a different role as what your want sometimes lies outside your intended budget. Let’s not forget the budget for SEO consultants and content developers if you don’t have the time to develop them yourself. All this adds up as part of your ongoing budget.

6. A Dead Site is a COMATOSE Site

There are plenty of comatose sites on the Internet. Businesses who concentrate mainly on existing customers do not update their own company websites when they have new products. This becomes very exasperating for customers when they hear of something new and can’t find any resource on it. Just coz you paid for the hosting and put up a static front page isn’t helping you or your customers in any way. Today, people are information driven. They need information to make credible decisions. Having a static site that sits there minding its own business is a waste of money.

One way of avoiding this is to cross post content from Tumblr, Instagram and even Pinterest to your own website. Social Media management systems like Hootsuite, Buffer and IFTTT.

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IFTTT.com is probably one of the most creative uses of web action fucntiions where you can trigger cross posting of content to various other media channels. The only downside is that it doesn’t support either Pinterest or G+ for the time being but Facebook profile, pages and groups are supported.

Online isn’t cheaper than Print

One of the age old paradigms is that having a website is going to be cheaper than printing a brochure as it was suppose to disrupt the traditional way of doing things. Not anymore. It cost more to get your brand recognize and even more for you to make money from it.

You should instead take websites and social media as complementary channels for your marketing strategy and not rely on it solely to bring home the bacon.

Online has gotten to be as expensive if not more than what it takes to print a brochure. One of the reasons is that technology has made it more complicated to reach out to new customers as everyone else is clamoring for that same piece of the pie. Your voice gets drowned out if you don’t shout loud enough in the marketplace and this is where you need to strategize your priorities. Big brands with millions of dollars in advertising budgets never have to worry because they have what it takes to create their own online presence whereas for the SMB, your budget is limited. Competing with the big names isn’t your priority but find your niche is. This is where you have to formulate strategy to get things going for yourself.

Content marketing is all about attracting eyeballs and you need to spend time, effort and money to make it all work.

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