{"id":620,"date":"2023-02-24T18:35:48","date_gmt":"2023-02-24T18:35:48","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=620"},"modified":"2023-02-24T18:35:48","modified_gmt":"2023-02-24T18:35:48","slug":"developing-content-isnt-a-choice-its-core-to-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/developing-content-isnt-a-choice-its-core-to-digital-marketing\/","title":{"rendered":"Developing Content Isn\u2019t A Choice: It\u2019s Core To Digital Marketing"},"content":{"rendered":"

Businesses and marketers continue to misunderstand how to effectively leverage the web for\u00a0increasing returns\u00a0on traffic and leads month over month.\u00a0 They place too much emphasis on a limited amount of static web pages and mentally put each one on a pedestal.\u00a0 Change a product page!?\u00a0 What? We can\u2019t do that.\u00a0 Okay, we can make a tweak \u2013 but hold on while that goes through our 5 layer approval process designed during a pre-internet world.\u00a0 And each\u00a0little change<\/em>\u00a0is held under microscopic scrutiny, as if that overly refined page is the only thing that sells the product.<\/p>\n

Adding totally new content is even trickier for many.\u00a0 It is just not part of their plan to continually add valuable, unique and interesting content to their site monthly to increase their digital footprint.\u00a0 This reality is surprising considering it\u2019s 2010, and many share case studies and successes publicly of how valuable adding content to your site can be.\u00a0 It\u2019s an obvious way to leverage the web and not a new idea at all.<\/p>\n

Still, people and businesses continue to ignore one of the more effective strategies staring them right in the face because it requires real work, and their teams either consciously or unconsciously don\u2019t want to do that.\u00a0 The larger truth is digital marketing\u00a0is real work.\u00a0 It\u2019s going to be difficult and challenging.\u00a0 It\u2019s going to require time and\u00a0passion.\u00a0 You\u2019re going to have to solve complex puzzles and think creatively.\u00a0 Even if you outsource parts of it and work with agency partners, your internal team has to commit too.\u00a0 Your past processes where you could pass the heavy lifting down the line are not relevant here.<\/p>\n

I\u2019m not saying your core pages themselves don\u2019t matter, they do.\u00a0 They should be optimized and they should sell what you need to sell.\u00a0 But by themselves there is a limited set of methods to grow organic results for your brand month over month if you aren\u2019t willing (or able) to increase the amount of additional unique and valuable content on your site month over month.\u00a0 This is a core requirement.<\/p>\n

If you\u2019re a marketer and wanting to increase a site\u2019s content you\u2019ve heard the common reactions before.\u00a0 Create\u00a0more<\/strong>\u00a0pages?\u00a0 You have to be kidding!\u00a0 Those reactions are (usually) from those who don\u2019t know how the web actually works.\u00a0 You need to get these people out of their own way.<\/p>\n

Specific reactions against growing your site\u2019s content:<\/strong><\/p>\n

The push back<\/strong>:\u00a0\u00a0 it goes against our company guidelines to create more content.<\/p>\n

The reality:\u00a0<\/strong>your company guidelines were not designed to take advantage of a connected society.\u00a0 Change them or continue to lose share of voice to competitors.\u00a0 Seriously.<\/p>\n

The push back:<\/strong>\u00a0we can\u2019t create that much content or any new content \u2013 we\u2019re not sure what to say or how to do it?<\/p>\n

The reality:\u00a0<\/strong>if any of your marketing team members say this, fire them.\u00a0 You have the wrong marketing team.\u00a0 Modern marketers understand the importance of creating content and should be able to tell a continued, ongoing story for businesses (both client-side and agency).<\/p>\n

The push back:\u00a0<\/strong>we don\u2019t have the resources to develop new content.<\/p>\n

The reality:\u00a0<\/strong>then you don\u2019t get to right to complain your competitors are dominating you.\u00a0 The reason they have the consistent organic traffic they do is they are building out content assets that are extremely valuable to their business month over month.\u00a0 Find the resources or fail at gaining digital share of voice.<\/p>\n

The push back:\u00a0<\/strong>we\u2019ve tried creating more content but it didn\u2019t do anything.<\/p>\n

The reality:\u00a0<\/strong>is your content team\u00a0really<\/em>\u00a0digitally savvy?\u00a0 Do they have a true understanding of other outlets (whether business or pure media players)?\u00a0 Were they creating content for content sake or content which was truly valuable and passed the\u00a0\u201cso what\u201d test?\u00a0 You likely need better writers who\u00a0understand content marketing.<\/p>\n

More reasons that the addition of fresh, unique content isn\u2019t really\u00a0optional<\/em>\u00a0it is a\u00a0necessity<\/em>:<\/p>\n

Search engines are getting smarter<\/strong><\/p>\n

The Mayday update\u00a0impacted long tail traffic.\u00a0 The strategies of quite a few sites were impacted, but not those who actually take the time to develop unique, hand crafted content.\u00a0 Just the opposite, those sites continue to do fine.\u00a0 But think about this longer term:\u00a0 the search engines are only going to continue to evolve with an effort of finding the best content.\u00a0 Long term the one constant is that great content is something that provides a positive user experience and it is in the search engine\u2019s interest to continue to find and rank this content.<\/p>\n

Further, there\u2019s lots of data saying\u00a0search queries are getting longer.\u00a0 It\u2019s a trend that is ongoing, and in a recent Q&A, Maile Ohye, Senior Developer Programs Engineer at Google\u00a0noted that\u00a0\u201cpeople have evolved as searchers.\u201d\u00a0 This, combined with the trend of more and more businesses pouring content onto the web has forced the engines to evolve and reward content that is ultra-specific and in depth.\u00a0 By answering those deeper questions on your brand\u2019s property you position yourself to be found by those seeking out specific items.\u00a0\u00a0 You simply can\u2019t do this with a limited set of product pages.\u00a0 It\u2019s an opportunity to disrupt competitors who only know how to create shallow product pages by going deeper and providing in-depth answers one page at a time.<\/p>\n

Social web users care about what\u2019s fresh<\/strong><\/p>\n

If your site is static, there\u2019s little chance it\u2019s going to get passed on socially.\u00a0\u00a0Social media power users\u00a0care about what\u2019s new and are far less likely to share content that\u2019s dated.\u00a0 Further, creating\u00a0viral content\u00a0requires an iterative process.\u00a0 While there are certain archetypes you can follow and methods to\u00a0seed a campaign, the point is you need to be constantly developing fresh ideas and be\u00a0prepared to fail\u00a0often before you achieve success.<\/p>\n

Conclusion<\/strong><\/p>\n

Your content development process needs to be as agile as possible.\u00a0 For success, stop overvaluing everything you publish and consider content itself an ongoing\u00a0experiment.\u00a0 It doesn\u2019t\u00a0have<\/em>\u00a0to be perfect or go through so many layers of approval.\u00a0 In fact, in many cases so many eyes on something can strip any of the personality of it and cause it to be far duller.\u00a0 Tweak things in real-time, test as you go and consider it an ongoing process.<\/p>\n

Get quick, and after enough experience if you\u2019re studying the data you\u2019ll start to discover what type of content resonates and that which falls flat.\u00a0 Then you can refine that which you publish to better align with accomplishing objectives, sharpening your team\u2019s ability to create what really matters.<\/p>\n

Let\u2019s face it, most business content is boring and published too infrequently to be effective.\u00a0 Solve these two simple issues and it\u2019s shocking how quickly you can leap ahead of competitors.\u00a0 Almost no one fixes these two seemingly basic problems which spells opportunity for you.<\/p>\n","protected":false},"excerpt":{"rendered":"

Businesses and marketers continue to misunderstand how to effectively leverage the web for\u00a0increasing returns\u00a0on traffic and leads month over month.\u00a0 … <\/p>\n

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