Friday, November 2, 2012
Content Marketing Optimisation
Content Marketing needs a lot of thought and effort to do it correctly, so it is definitely not something you should rush into. You first need a content marketing strategy, and then you need the right team & appropriate inputs to be able to create the content. But creating content across your owned marketing channels (website, social media sites, etc. ) is not the end of things… content needs continual review & refinement to improve its effectiveness as an in-bound marketing (and conversion improving)channel. But, just updating content to make it more timely and relevant for the sake of it is a thankless and unnecessary task.
To truly optimise your content marketing over time, you not only need to back in the results of your efforts (visits, bounce rates, pages viewed per visit, conversions & other goals) but you really need to take this information and use it to create further content or amend your existing content.
You web analytics package should help give you the information you need to produce various insights into what your content is doing for you. In fact, Google’s new A/B testing tool (which I have decided not to use as it currently looks a fairly immature product) is now called ‘Google Analytics ContentExperiments’, now indicating the search giant’s emphasis of the benefits of content optimisation as a means of gaining decent website traffic.
However, let me just state that I believe content marketing is not (as a lot of other people have stated) just about SEO. Search Engine Optimisation is just one of the tools in the content marketer’s toolbox and should therefore be considered along with everything else.
In other words, you need to consider content marketing optimisation as business as usual, in just the same way as (hopefully) your online PR, eCommerce merchandising and other staff currently consider search engine optimisation.