Content Strategy

Your content strategy should be more than words on a page.

It's about telling your story.

It needs to underscore your value. It must connect with your audience in a way that motivates and inspires.

Our content strategy experts can help you not only create compelling copy, but smart copy. Every word has to count. The content has to be succinct and well-written, but it also needs to incorporate the best keywords for your product or service.

Content strategy is a fundamental element of every modern successful business marketing plan. Your website content has to be:

  • Unique
  • Engaging
  • Educational
  • Timely
  • Frequent

If your content is poorly-written, uninformative or stale, readers will quickly "bounce" to a competitor site.

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Your content strategy should be more than words on a page. It's about telling your story. It needs to underscore your value. It must connect with your audience in a way that motivates and inspires.

Go Media's content strategy experts can help you not only create compelling copy, but smart copy. Every word has to count. The content has to be succinct and well-written, but it also needs to incorporate the best keywords for your product or service. And all of it needs to be packaged, designed and delivered in a way that is going to reach the right customer at the right touch point.

Content strategy is a fundamental element of every modern successful business marketing plan. Your website content has to be:

  • Unique
  • Engaging
  • Educational
  • Timely
  • Frequent

If your content is poorly-written, uninformative or stale, readers will quickly "bounce" to a competitor site.

Search engines track these "bounce rates," and constantly scan for relevant copy that benefits users. Absent a solid content strategy, your search engine optimization (SEO) score will tank. That beats up your bottom line.

Go Media's Cleveland content strategy specialists understand SEO and how you can carve out a competitive advantage with well-placed, compelling content.

Elevating customer experience, click rates and SEO ranking involves more than simply writing an occasional blog. Slapping together a rushed, keyword-crammed mess every other month and throwing it up on your Facebook page won't work. Increasingly, search engines rely on content to figure who you are and how valuable you are to their customers. That's how your rank is determined.

Here is what you need to understand when you're developing content strategy:

  • Content is mission-critical. By a wide margin, it's the most important factor in advertising and marketing. It has been proven to inform customers, drive leads and promote sales.
  • Content must be good. The average human attention span fell from 12 seconds in 2000 to just 8 seconds in 2015, according to the National Center for Biotechnology Information. To put that into perspective: A goldfish has an attention span of 9 seconds. If you want to capture audience attention, you better do it fast. Content strategy pushes for higher-quality content, which in turn gets consumed, liked and shared.
  • Content should tell your story. Americans overwhelmingly report they are far more likely to pledge brand loyalty to companies "actively trying to make a difference." Make sure you are communicating your core values and any ongoing efforts to propel progress.
  • Promote engagement at every stage. That means using charismatic content to address the challenges and rewards for buyers or readers at every level of the process.

To meet these objectives, your content strategy must be tailored to your target audience and  true to your brand identity. This involves:

  • Curating a presence that is consistent and strong across social media networks;
  • Publishing a well-written blog on a regular schedule;
  • Covering topics that interest your target audience and give them a reason to return time and again to your site;
  • Measuring your content strategy effectiveness and identifying what might need fine-tuned;
  • Crafting a plan for your team that is clear and uniform.

No longer is this a task to squeeze in the summer intern's schedule. Content strategy is necessary to establishing an edge and authority in your industry. By connecting with your audience and stepping up brand experience, you are increasing and improving  your brand "touch points," which almost always translates to more sales.

Results are undeniable. Business-to-business firms that maintain a regular blog generate nearly 70 percent more leads monthly than those who don't, according to HubSpot.

The more you blog, the more web traffic you generate. That's why companies with more than 200 blog articles have five times the number of leads as those with 10 or fewer. That means even older blogs might still give you an SEO boost, as long as they are still relevant to visitors - and relevance is only ensured when the blog is high-quality to begin with.

Marketing strategists who prioritize blogging report they are a dozen times more likely to see an ROI (return on investment).  More than three-quarters say exceptional, branded content is more effective at drawing customers than magazine adverts.  By the year 2020, analysts speculate consumers will handle 85 percent of business relationships without conversing with another human. That makes regular blogging is one of the best and sometimes the only way to build a bridge to your audience.

And yet, only 35 percent of B2B content marketers have any kind of documented content strategy.

If you are one of the lagging 65 percent, it's not too late to dive in! Let us help you develop a savvy content marketing plan that will improve your authority, SEO ranking, sales rates and customer loyalty.

To learn more about our Cleveland content strategy services, call Go Media at 216.939.0000 or contact us online.

Content Strategy Examples