If you want to win in today’s digital landscape, your success is going to rely heavily on quality content that meets user intent. With every algorithm update, Google representatives have stressed the importance of relevant content and, in many cases, improving content quality has become their sole piece of advice.
In order to establish what ‘relevant content’ means to your brand, you’ll need to know who your audiences are, what queries they are typing into search engines and what they talk about amongst themselves. Based on the gaps in your existing content – and that of your competitors – you’ll need to tackle the challenge of developing content campaigns that are specifically designed to achieve your (digital) marketing goals.
Contrary to some outdated beliefs, content marketing is a very measurable discipline that is essential in making your online presence generate results for you. If you’ve ever asked yourself ‘what is content marketing?’, you can find the low-down here.