Content Strategy Consulting

01 Oct
2013
    Content Strategy Consulting

    How many times have you thought about the “About Us” page on your website? Probably the moment after it was live, you most likely have never returned to that page. Did you know that 73% of all people who arrive to your site for the first time click on that page?

    Think that might be important?

    The days of “build it and they will come” are long gone. Every pixel of space on your site needs to grab the attention of the reader. That doesn’t mean display some animated, blinking text to annoy the reader, but make decisions based on data, not hunches.

    Everyone know that you need to optimize your site and everything that gets placed on the web. But is everything you add content?

    Absolutely.

    Every image, video, tweet and plus one vote can be measured and are factored into search results by Google. Are you taking advantage of this amazing opportunity?

    Press releases, white papers, powerpoints can all be optimized and consumed by people looking for what you have to offer. Just because you might not personally enjoy listening to a podcast, don’t ignore the 23% of people who prefer to get their information this way.

    We all consume content differently. What works on Twitter probably won’t have the same impact on Facebook. Just as your LinkedIn profile and messaging is targeting other like-minded people, those on Pinterest are clearly more of the visual type.

    The point to all of this is to demonstrate that every piece of content you upload to the web can be turned into an experience for your brand, product or service. Are you taking the time to make sure you are placing this precious data in front of the right people at the right time?

    What used to be “shout” marketing has now evolved into “learn about it when I’m ready”. Consumers are smart and know that the company will be using marketing dollars to promote themselves, so they want to see what’s being said on review sites. Know who else is reading that? Google. Just because you earned a top spot in Google for your killer conversion terms doesn’t ensure success. They have stated that someone with top rankings can lose them if they continually see negative reviews about that top ranked product or service.

    So what’s the solution?

    Give up? Use paid search? Well, if you even thought about option one, you should leave now and go play some Angry Birds. If you said option two, at least you know that’s an option. But paid search can get really expensive. As someone who prefers the organic side of the business, I can say that there is great value in using paid search, and if you can do both, even better.

    But that’s not why you are here. By searching for content strategist consultant, content strategist consulting, content strategy consulting or content strategy consultant, you made your way here.

    Unlike others out there, I believe my role is to teach you how to correctly assess the content you already have, and how to leverage that into rankings and targeted traffic for your site. Additionally, if you are in the position to create new content, knowing where to place it to get the most out of it is also something that I specialize in.

    For those who like bullet points, here are some of the components that I can deliver:

    • Content inventory and audit
    • Information architecture, taxonomy, metadata
    • Site navigation and user experience
    • Content management process
    • Editorial calendars
    • Editorial staff and freelance management
    • Instructional and how-to copy
    • Web content creation and placement

    If you are ready to take full advantage of all the content you have or are thinking about creating, contact me today to get started on getting the most out of it.

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Paul
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Get his thoughts at his blog (www.ranksurge.com) or follow him on Twitter (@semconsulting) G+ (https://plus.google.com/+PaulBliss3)

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