Strategies in Content Creation
As we’ve evolved through phases of how to manage on-site content, blog content, and external content creation, we’ve finally come to think about the following factors when creating great content for our business:
i) Optimizing for SEO – of course, this isn’t as easy any more and will probably be less profitable what with all the changes Google is making to its algorithm, affecting many sites in scores of ways that aren’t easily understood.
ii) Optimizing for the experience – we want to make sure our content is topical, relevant, and useful for readers who stumble upon the information to position ourselves as thought leaders in our respective spaces.
iii) Promoting great content elsewhere – we want to be a resource for everything about our niche industry, and while we won’t always have all the right answers, we want to be able to easily direct people to the right places for the answers they seek, and they’ll value that and remember that we helped them in getting to the right place rather than trying to BS an answer.