The often-quoted term, “content is king” could be translated for today’s marketplace as, “Content is central to your survival and, if done right, to your success.”
“The factors that drive buying behavior today rely on content,” says Kevin Hourigan, the president and CEO of Web design, Web development and Internet marketing agency Bayshore Solutions. “A strong content strategy will be the distinguishing factor in companies that succeed in 2011 and beyond.”
Without it, adds Hourigan, your target audience will find another source for getting educated on the products or services you provide and, eventually, buy from them.
Smart Business spoke with Hourigan about how to develop and deploy the online content that will make and keep your business ‘king.’
What exactly is content?
Content is often mistakenly thought of as the words on website pages, brochures, articles, reports or white papers. Such a definition is dangerously short-sighted. In today’s marketplace, online content is anything presented to a visitor that shapes their impression of your business. This includes traditional written content (website messaging, case studies, blogs, articles, testimonials, marketing and e-mail campaigns) as well as visual content (videos, images and maps) and aural content (soundtracks, podcasts and audio clips). Equally important is the layout and design in which that content is presented.
A critical element of content is its syndication. Posting to your website is just the beginning. Distribute your content beyond your Web pages in as many variations, formats and places as are relevant to your prospective customers. Content syndication should include social media groups that feature reviews, helpful advice, interaction and problem solving engagement; video and photo sites such as YouTube, Flicker and Slideshare; bookmarking sites and other sharing portals.
