To cash on the popularity of the online media, companies have invested heavily in creating their websites. For this, they strategize and create content that is relevant as well as unique.
Content Strategy is a term popular in web development circles and refers to the planning and development of the content. An integral part of this strategy is the design of user experience or how users interact with the website. Despite following all the known variables, some companies and their websites are more successful than the other. Let’s try to find out if having a content strategy enough for success.
What do successful organizations do differently?
The one thing that connects all the companies that are successful is the recognition of the desires of their users and their ability to provide them content accordingly. Successful companies acknowledge that they cannot rank high on search engine results without adequate user interface. However, the concept of higher volume of text attracting users is passé. Companies try to present information to their audience through other mediums and channels of delivery. This means integrating with popular social networking media and creating a platform where the end user can have a direct interaction with the organization.
Is having a good content strategy a guarantee of success?
Content strategy is important and the content that follows as a result of this strategy is also equally important. However, finding the right audience is a different ball game. Reaching out to an organic audience that is genuinely interested is difficult. Companies can buy viewership and have a paid audience that will show great traffic on the site and might also help the page rank higher but might not result in revenue conversion. Advertising too is controlled by the user for they can block out advertisements. So just a good content strategy is probably not enough.
How to get the most out of your content strategy?
Content which includes the text on the webpage, product listings, the blog posts, the promotional emails, social media conversations, customer care, presence at offline events, and all other ways in which you can directly or indirectly interact with the customer needs to amount to a memorable experience. This all becomes a part of the marketing strategy where all the elements come together in a seamless fashion and help the customers relate with the company.
It actually starts with the brand. The brand name has to evoke a sense of reliability and trust. The customers should feel as if they are in touch with the human end of the company. The advancement in technology over the last decade has resulted in people from far and beyond getting connected. Organizations are unable to cash on this connection because they are too limited in their vision and not willing to take that extra step forward to get to know the customers and their requirements. They just create a website hoping to connect with them through content which might be relevant to the end user.
Let’s be honest here, businesses have to earn money but when it comes to people there has to be more than money that they can see in you. It begins with understanding how and where you stand in market that already has enough competition. Identify the things that set you apart and then identify the right audience for yourself. Position yourself using the for, who, that and unlike framework and you will surely find an identity that is unique to yourself and then instead of you reaching out, it will be the customers who will look out for you.