Brands have a new-found appreciation for content outside of media placement, and realise that there are two big reasons why building a quality content strategy is important.
One, it is fast becoming one of the core elements of SEO, and today, getting found through search engines has more to do with amazing online storytelling than almost anything else, and secondly, a strong content strategy provides support for all your paid media activities.
If your paid media activity is feeding the funnel, your content is what sets you apart from competitors in the middle phase of the funnel, setting your brand up as a subject matter expert.
Content has evolved rapidly in the last few years, and the ways in which people consume content is changing all the time. Visual content is now driving higher engagement metrics than written content, and publishing to social channels has been slowly eating into blogs and websites. With this in mind, it is vital for any business to understand exactly what content formats and what platforms they need to be producing content for.
One of the most time consuming activities for marketing teams is creating and producing quality content. This is because creating strong, engaging content is not something you can throw together overnight, instead it requires extensive research and planning. Content creation isn’t just about long-form articles. It can mean video, audio, articles, interviews, infographics, slide decks, commentary, reviews, and more.
Ciara Roca – Marketing Director, CBC