Yesterday, we talked about finding and developing ideas for Web content. However, those ideas exist only in support of a strategy. Your strategy develops from your goals.
Before you create a piece of content, ask why — what will the content achieve? How will it serve your customers, and site visitors?
A vital strategy: content to support your marketing goals
You have marketing goals, and you advertise to support them.
However, using content to support advertising is often neglected. Content is seen as separate from advertising.
When working with my copywriting clients, I find that few pay enough attention to landing pages. They advertise, and send traffic to their home page, or to another page, without specifically creating content in the form of landing pages which best meets their advertising goals.
Consider how you might use content to support your advertising.
When you create a new advertising campaign, create a content strategy too.
Your strategy could include:
* Landing pages developed specifically for the campaign
* A separate mini-site for the campaign
* Social media outreach
* Videos (YouTube)
* Podcasts (iTunes)
The benefit of using both YouTube and iTunes to create content is that these sites have their own search engines. If you plan well, you can reach customers you could reach in no other way.
Yes, Web content is vital. When you use it to support your marketing goals, and your advertising, you’re less likely to waste your ad spend. Someone once said that half the money you spend on advertising was wasted. The challenge was in knowing which half. Grow your content, and you’ll waste less money.