Overcoming 3 Crucial Challenges. It's been a while since our last conversation with thought leaders, who I define as those professionals who walk the talk and by doing so advance their chosen field.
I met Kristina Halvorson through Tim Brunelle a couple of years ago when I spoke at the MIMA Summit. We found we had a mutual interest in content strategy and we kept in touch. She was the natural choice for a conversation about content strategy, given the progress we have made in our practice here. You were probably one of the first people in my network to write about Content Strategy for the Web.
When you talk about content strategy, what exactly does that term encompass in your mind? Kristina: Content strategy plans for the creation, distribution, and governance of content. Our agencies and internal teams can brainstorm all kinds of topics and formats (what content) based on audience research, analytics, competitor activity, and so on. Why are we creating this content? What’s the best content to cut through the noise?
Content Strategy: Content is King! 10 Types of Helpful SEO Content. The recent news of Google's "sting" operation with Bing caught my attention.
Much like my esteemed colleague Frank Watson mentioned, I could really give a damn. The bigger picture here is that Google went public with this. And, they're going public with this right after recent "admissions" from Matt Cutts that their search results could be improved -- perhaps they were becoming a bit "spammy. " Some of the new rollouts in Google's algorithm seem to be pretty easy to manipulate. But, as with link spam and content farms, certainly these issues can be addressed, too. Then again, here we are, years later, and paid links still work. Search engines algorithms are, without a doubt, very sophisticated.
Content is the Biggest Influence on Rankings As much as things have changed in SEO, especially over the past two years, some things remain a constant. I took on a client a while ago that pretty much tried to automate all of their content. Know what else? Another Case Study What's Your Content Strategy? Ten Reasons Why Your Content Strategy Fails. This is another post that is back by popular demand, with several changes and additions.
In the last two years, content marketing has matured, and many more voices have joined the conversation. There are a content marketing institute, an Alltop category, and now a content strategy conference, Confab2011. Why is everyone all of a sudden talking and writing about content? First the definition - content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience -- with the objective of driving profitable customer action. Many more interactions with products and services take place online today.