We have all heard the buzz words that proclaim “content is king,” but what exactly does the word “content” mean? Basically, content is free, useful information that you place on your website or blog. It can be in the form of articles, templates, code, webinars, photos, ebooks, white papers, check lists, videos or a myriad of other “freebies.”
Content marketing means giving away free “stuff” to attract people to your website to get them to trade their contact information for your valuable, free content. It’s much more effective — and cheaper — than traditional “interruption” marketing.
But just any old “content” won’t do. Following the most recent updates to the Google algorithms, it is not enough to simply populate your website with a bunch of articles you threw together at the last minute. With search algorithms becoming more and more sophisticated, unless you are regularly providing fresh, unique and relevant content, your website may languish on a low-ranking search results page.
Blog your way up the rankings
One of the best ways to meet this requirement for content is to attach a blog to your website and keep it updated at least once per week, although more often is better. Your blog posts should not be sales pitches. Instead they should cover relevant topics that are going to be interesting to potential and existing customers. If you are able to link to your product from the text then that is an added bonus.
Remember that you are writing for human beings — not search engines, and that means that you cannot save a quick buck by buying cheap content from offshore content mills. The best case scenario is to have someone in-house who is capable of writing a blog regularly.
If you must outsource, then be sure to hire an experienced writer who understands the topic. It is also important that your articles and blog posts are error free. The posts represent your business, and they must present you as professional and credible. Customers need to know that they can trust you.
Content means more than just words
One of the common misconceptions when we ask “what does content mean?,” is that it only means text. However, it is just as important to add other forms of content such as videos, images, graphics and infographics. They not only help to make your site more interesting, but also offer layers of SEO to help your site become more visible.
Image SEO is often overlooked, but since it is not as competitive as text-based SEO, it is fairly easy to grab some additional traffic for your website. Just be sure to always add “alt text” for every image you upload. This is an important place to add the keyword phrase you are trying to rank for in a blog post or web copy.
Build up your social life with content
There is another important answer to “what does content mean?” That answer is social media activity. One of the best ways to encourage consumers to engage with your business is through social media sites such as Facebook, Twitter, Google+ and Pinterest. The key to building a successful social media presence for your business lies in creating compelling content. It is important to generate discussion with your target audience by sharing relevant posts on social networking sites. This can offer you a short-cut to additional leads.
So in conclusion, “what does content mean?” Content means leads and conversions. Content means success for your business. Get started today and create compelling content that your target audience wants to read or watch. If you understand your customers’ needs, you should have no problem creating articles, video content, ebooks and webinars that will hold their interest and ultimate convert those leads into sales.