Content Strategy
For an effective content marketing strategy, you need to know how content will be used before you create it. This starts with an analysis of your audience and their interests both as business decision-makers and personal information-seekers. As an example, one of our clients found a high percentage of their prospects were interested in spectator sports, so they created a content campaign with the National Football League as its subject.
You also need to know how to optimize your content for Search Engine Optimization—something Beasley excels at, since SEO is one of our primary services along with content marketing. The proper use of article titles, keywords and placement within your website can make a huge difference in how your content is discovered and indexed by the search crawlers. A content marketing strategy using optimized content earns you higher rankings, which means more people will see it—a double bonus in content marketing.
One key SEO factor in content strategy is real authorship—proof that an actual person wrote it and it is unique, not repurposed from another source. You can do this by including names and bios of article authors (and of course the bios can include keywords appropriate to your content and your audience). Real authorship also brands content as yours exclusively. Other content publishers must ask your permission (or follow your guidelines) to reuse it and will usually give you a credit and hopefully link back to your site, giving you still more audience exposure.
With a well-planned, SEO-optimized library of appropriate content, the final step of your strategy is to deploy it. Beasley, as a seasoned content strategy agency, can help you with the “where” of how to get noticed and also the “when”—a schedule that makes sure your audiences see your content at the appropriate time or the relevant step in the sales cycle. For example, one of our clients turns unqualified inquiries into informed prospects through a series of emails that took readers through a sequence of increasingly specific content offers. We’d be pleased to tell you more.
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