For the overwhelming majority of online small businesses, the single most important tool you have to influence potential customers online is the content of your website. The experience a visitor has with your website is often the only thing they’ll have to go on before deciding to buy or walk away from you. Your business’ social media and search engine optimization efforts can’t work in a vacuum: Your website needs well-organized, well-presented, high-quality content to attract visitors. And visitors don’t help your business unless your content doesn’t just attract them, but converts them to customers.
So your content isn’t just the lynch-pin of what gets people to your site, it also needs to get them to trust your business and buy from it. How can you make sure you are putting the right things on your website, writing blog posts that will attract potential customers, and that the content is set up in a way that will appeal to those customers and be easy for them to find in search engines? Clearly, you need a plan, and preferably one that breaks things into steps that are manageable for your schedule and budget.
Content marketing strategy draws on elements from two very broad and somewhat overlapped fields: content strategy and content marketing. Content strategy involves deciding what goes on a website and how its presented to best serve a user. Content marketing involves creating and using content to attract visitors and turn them into customers. A content marketing strategy is the plan you follow to choose, create, and organize your content to achieve just that: attract visitors and turn them into customers. Without it, the effort and money you put into your website or blog may not be going to where they’d have the most impact, and might not even be doing any good at all.
Combining information about your business with research into opportunities for search and other visitors provides insight into how to organize content, and which areas of your business could do best with more focused content. This kind of information is crucial when making a new site or planning a redesign, but it can also help guide blogging and social media activities. Make sure that the work you do, and the money you spend, on your website are both going to where they could make the biggest difference.