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Content marketing: why and how

In a new infographic focusing on content marketing, Demand Metric has undertaken research to analyse the current state of content marketing, the reasons why to invest in content marketing, and the process involved in successful deployment.

The research, detailed in full below, is not wholly revelatory, but more reaffirms many of the messages that content writers and genuine SEO practitioners have been aware of for some time. For example, are we really surprised that content marketing keeps reader attention and improves brand loyalty?

Of course, that’s not to denigrate the research. Far from it. This kind of attention is making a huge difference with how content marketing is being addressed by companies and practitioners alike. And, in the end, don’t we all just want more users to embrace investment in quality content?

How to launch a website

When looking at how to launch a website, it is surprising how often content is overlooked. Time and again we’ve witnessed companies face a mad dash to populate their stylish new site with compelling, quality content… and failing. Why the failure? Quite simply, like any piece of art, quality copywriting and exceptional content take time to develop and produce.

Naming no names

Now, it would be churlish to point the finger and apportion blame for an oversight in the production of web content; with the design and technical aspects of a modern site becoming more and more complex, it’s perhaps no surprise that website copy often falls down the pecking order. That said, the content on your site is your direct line of communication to internet customers, so failing to place suitable importance on the discipline will mean you will be playing catch up once your site goes live.

This is where forward planning and a content strategy comes into play. The early stages of how to launch a website will doubtless include preparation of a sitemap and website specification. These will be the blueprint from which your site is constructed and should act as the starting point for preparing content for your website.

How to launch a website: content checklist

  • Prepare an editorial schedule from the sitemap/website specification
  • Research the relevant keywords for each individual page
  • Formulate your internal linking structure
  • Ensure you prepare relevant meta descriptions, headers, alt tags and page titles
  • Invest in professional copywriters to write and edit content
  • Proofread all content before uploading
  • Carry out an audit on content before launch and ‘fill any gaps’

Copywriting is an integral role in any website development. It is the means by which your message is communicated to your existing – and potential – customers. Investing in the preparation and professional writers will ensure the quality of your site is as high as possible, and will serve to engender trust between you and your customer base.

Content marketing

Once you’ve carried out all the necessary measures for the production of your website content, and your site is launched, you will be ready to turn your attention to the next piece of work: content marketing – a subject we’ll cover separately.

For the time being, if you find yourself asking ‘how to launch a website’, don’t forget the importance of the content.

Fighting back: the rise of quality content

The rise of quality content

The buzz around content marketing shows no sign of abating; but what really is generating this buzz? Is it a demand from clients for greater investment in something tangible? A revolt led by creatives against menial online tasks? Or simply the rebranding of SEO under a more appealing moniker? At this juncture, it’s a little bit of each.

To those with a history in marketing and advertising stretching back before the internet age, the shift of focus towards producing high-quality content is one that was well overdue. For content producers – be they writers, editors or designers – the digital environment has, until recently, placed weight and importance on measures anathema to their craft.

Finally, however, it appears that the industry is cottoning on to the tried and tested principles those Madison Avenue advertising giants espoused decades ago. Quality content that connects with the audience will always sell.

The view from here

As a seasoned copywriting with experience in print and digital environments, client investment in content is something that has been obvious from day one. While the need to technical SEO is intrinsic to the success of any website, it has been apparent that many SEO agencies were following misguided practices and utilising black-hat techniques. How do we know this? Google. The Panda and Penguin updates sent shockwaves through the SEO industry, with many agencies quickly trying to align themselves to the next money-spinning venture in digital: content marketing.

A victory for common sense

A lot can be said for common sense. In marketing, it pays to regularly take a step back and assess precisely where – as an organisation, a brand, and as individuals – you stand. By doing so, you are able to see where your position within your industry and how – if at all – you need to evolve. Coupled with clear objectives, you can tailor you content marketing plan accordingly. No more should you be investing in shady techniques which suggest buying links and syndicated articles to directories; you should embrace common sense and develop content that serves a purpose.

Think like a customer

If you’re a company that is looking to sell a product, being able to think like your customer is of unparalleled importance. Putting yourself in their shoes can help you plan your content strategy and website copy far in advance.

A warning

There is a dangerous trend that clients need to be aware. Many agencies that, in years past, have been labelled ‘SEO experts’ are riding the coattails of those with a genuine expertise in the production of exceptional content. While that’s not to denigrate the importance of SEO, nor deny the undisputed link between content and search engine optimisation, the dichotomy of the disciplines is, and will remain, great.

Before spending your marketing budgets following an eye-catching sales pitch, embrace common sense and determine where you are, and where you need to be. The message you’re sending to your audience needs to be a message they understand and a message that is relevant. The content on your website is your direct link to your customer, so be sure what that you’re creating is what they want.


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