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Developing a Successful Content Strategy

Posted on March 8, 2012 by Josh Mc

Fresh content is an integral part of any internet marketing strategy. Content can be anything from posts on social networking sites such as Twitter and Facebook, to blog entries or product descriptions. In order to be effective, a business content strategy should have a cohesive goal and direction, and be centered around the natural use of targeted and long string keywords.

#1 – Update Regularly
One of the mistakes that many business owners make is starting a content marketing strategy and then not following through. If you want your business content strategy to draw in customers and improve website traffic, you need to update your content at least once a week, more often if possible. Plan on sending out at least three social network posts a week, updating a blog at least once or twice a week and updating important product descriptions as needed. Updating product descriptions does not mean rewriting all of your product descriptions, it means adding or deleting information or setting up a schedule to rewrite several product descriptions on a weekly basis (obviously easier if you have a smaller site).

#2 – Use Keywords Naturally
Once you have researched and chosen your targeted keywords then they should be integrated into your content. Optimal targeted keywords are single or double words that are popular but have low levels of competition (hard to find these but they are optimal). Additionally, research long tail keywords to use in your content as well as these can be easier to rank for. Long tail keywords are phrases associated with your targeted keywords but are at least 3 or 4 words. For example, your targeted keyword may be “shoes,” but your long tail keyword phrase might be “red women’s high heeled shoes.” Research from the Pew Foundation has found that consumers are using long string keywords more often when they conduct online searches.

Keywords should be used naturally within the text of your content. Readers should not notice that you have inserted keywords. Instead, the content should flow easily and be easy to read. Make sure to run a spell check and grammar check before posting content to avoid glaring errors or mistakes.

#3 – Use a Variety of Content Types
Utilizing a variety of content gives you a broader audience to drive customers to your website. For example, you may use posts to Twitter or Facebook to announce new products or seasonal sales; however, posting informational video content to YouTube may create a following for your company and bring an entirely different kind of customer your way.

Blogs and article marketing are also excellent forms of business content to utilize in developing following and driving website traffic your way. Both forms of content can serve as a medium for positive public relations, increase your online presence and establish you as a leader in your field. Additionally, they also are a method of creating backlinks, which can improve your website’s search engine ranking.

When putting together a business content strategy, it is important to carefully choose keywords and integrate them naturally into your content. You should plan on updating and posting fresh content on a regular basis. It is also a good idea to utilize a variety of different types of online content to blanket the internet with your message and to broaden the scope of potential customers your message reaches. By developing a business content strategy, you can improve search engine ranking, increase website traffic and increase your online business presence.

If you have any other tips for creating a content strategy make sure to leave them in the comments.


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