Content Continence
Content is king unless it is crud. There is no grand magic to content marketing. Yet many promotion probationers manage to muck it up. Long ago Google established that relevance was what people wanted in search, which really means they want relevant content. Producing relevant content and putting it where your target market can “discover” it makes content marketing works. Producing irrelevant content and forcing people to trip over it will cause you (and your company) to fail. Many content marketers work on the volume of content, assuming that a large number of keyword rich pages will cause customers to connect. Such “strategy” once produced high traffic but low conversions. With Google constantly refining relevance filtering, voluminous content it isn’t even producing much traffic these days. Yet when it does, the outcome isn’t conversions, but annoyed ex-prospects who feel their time was wasted chasing the promise of meaningful information and … Continue reading →