What is content?
Content is a tangible asset—words and websites, photography and videography, infographics, podcasts, news feeds, etc—you can use, reuse, and repurpose time and again for content marketing (see below).
WHY DO I NEED CONTENT?
If your business or organization is to be found on the Internet, you need content for the search engines to crawl and index. The relevancy and recentness of your content—whether web pages, blogs, video, photos, and other content— will determine results returned in a search. Click here for Google's explanation.
What Is Content Marketing?
"Content marketing is a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action by changing or enhancing consumer behavior. . . It focuses on owning media, not renting it. In content marketing, the brand owns the media. It’s an asset."—Joe Pulizzi, Founder, Content Marketing Institute
What's the Difference Between Content Marketing and Content Strategy?
Content strategy is: "Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance."—Content Strategy Alliance
Which do you do?
We are well versed in Content Marketing and can advise clients on overall digital strategies. Our specialty is Content Strategy. Ideally, Laura Longley will develop a client's on content strategy before she creates an organization's website, blogs, articles, ebooks, slideshows, and, with The Lincoln Studios and Sarah Huntington, video and photography.
What exactly does a content strategist do?
- Conceptualizes new content for use in achieving business objectives—including marketing objectives.
- Refines the effectiveness of existing content.
- Improves the user experience and revises content so that users can easily find what they are looking for.
- Makes content “future-ready” and flexible for various formats, screen sizes, and resolutions.
- Models and engineers content to apply a high level of structure to a larger body of content so that it can be created once and published anywhere.
- Creates a message architecture based on the company’s brand values and the primary audience or target market.
- Develops guidelines for the voice, tone, and message of content so consistency is maintained across multiple writers. It also may include the creation of content templates for the same purpose.
How do I measure the value of my content?
We track your activity against your goals through Squarespace Metrics or Google Analytics.
WHAT GOES INTO THE CREATION OF A WEBSITE?
More than you might think. The following terms describe the fundamental components necessary for creating a website and ensuring it functions properly.
Content Management System (CMS), composed of a website builder and blogging platform, such as WordPress and Squarespace. Each CMS is a bit different from the others.
Host, or Internet hosting service, which runs servers that allow organizations and individuals to serve content to the Internet Examples: Bluehost, DreamHost, GoDaddy, Hover, Network Solutions, WordPress, Yahoo!,
Search Engine Optimization, better known as SEO, is the process of getting traffic from the “free,” “organic,” “editorial,” or “natural” search results on search engines.
Content— writing, website design and development, audio and video production, photography, content research, and then some.
If you have questions or topics you think we should be addressing here or in upcoming Launch blogs, please drop us a line.
Okay, what's with the switchboard operators? Check out our blog on "The Power of Visual Storytelling" to find out.