“Search engine optimization” has become “search everywhere optimization.” Once upon a time we created video, audio, local, mobile and social content to justify a keyword-rich link who’s purpose was to help us rank higher in Google. Today they are destinations and platforms and mediums that have specialized optimization needs of their own.
However, you can still say SEO Strategies revolve around technical, onpage and offpage factors. And it’s still true that you can’t win at any of them if you can’t be indexed by the engines (or the social network, or the video site, or the mobile platform, etc.) in the first place. So there are some basic things we’ll always need to do to make sure your business can compete online.
- Please see our Clients list for examples of SEO Strategy projects we have done.
But this evolution has led to a supposedly new kind of inbound marketing commonly called “content marketing” (it’s the “new” part that makes me laugh) and to two possible definitions of content strategy that in turn has led to a whole lot of discussion in a lot of groups and forums about how I should define myself and what I do. Here’s my take on it.
Content Strategy A = or basic content strategy, is where I help I client make sure that the content portion of their project is handled properly to be delivered on-time and on-budget. Whether I’m auditing their existing site, conducting a gap analysis, or managing a team of producers moving and creating new content for a launch, migration, redesign or whatever. It’s just management of the content process from start to finish…on-time and on-budget.
Content Strategy B = frequently comes from the content strategy A or SEO Strategy work I do for clients. Here’s how that can happen.
As part of a thorough SEO project for a client, I’ll conduct some keyword research that uncovers a whole new set of keyword terms the client hadn’t considered before. Or, I’ll find them when I do a little digging for a competitive review. In either case, we’ve now identified a gap in my client’s content arsenal that could be earning them money/clients/etc. I will propose a strategy that includes what kind of content should be developed and where that content should be placed to reach the target audience at the right time in their buying cycle to maximize the return on the effort to create that content.
Here are some examples of the kind of deliverables that are created during either type of Content Strategy project: