2017 Website Marketing Strategy
Content Marketing has been seized upon as the latest way to improve a website's performance in the search engines. It isn't actually a new idea - more of a re-focus. Websites should always be built for the visitor experience - not for the search engine crawlers. This places the content of the site as the prime area of importance. Quite right too.
It doesn't mean that websites should contain page after page of meaningless waffle - the aim should be to provide a unique and valuable resource for your potential customers or clients.
So What Exactly Is Content Marketing?
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action."
These are the sage words of a US marketing consultant and they sum the subject up quite well.
Know your audience and what they need from you. Write content specifically to help them get the information they're looking for - from you. But don't sell.
Search engines reward businesses that publish quality, consistent content. So you get a better search engine position. And the double whammy is you also get satisfied customers/clients - which is really the sole purpose of your website!
Note: SEO experts are plentiful in supply but it's a bit of a minefield for innocent companies picking a reputable candidate to work on their site.
If you lack the time and technical expertise to improve your site's search engine ranking yourself, it might be a good idea to hire an experienced, reliable search engine optimisation (SEO) consultant - me!