The single most important thing to do is “provide high-quality content on your pages” according to Google. 20+ years of creating and publishing web content has taught us a lot. Content is not just written words but your primary digital asset. We’ve learned to think of content in a strategic way.
We can no longer merely create content. We must design it. Good content sucks! Extraordinary content backed by a plan to design, deliver and amplify it wins.
Think of each piece of content as a production. A blog post is not a routine piece of content that keeps your site fresh for search engines but never gets read. It is a grand production involving brainstorming, scripting, testing and team coordination in promotion.
“Blogging is so popular and so played out that everyone is regurgitating the same information over and over again. Unless you’re creating amazing new information that people haven’t heard before, you’re not going to do well. Content marketing just won’t work to get links or social shares unless you’re creating amazing content that’s new and that people haven’t seen before.” – Neil Patel
Content strategy is part of SEO. Your approach to content is inextricably bound to your SEO performance. Going all the way on content starts with looking at buyer personas, analytics and mining your business for data that can be adapted for your audience.