7 Precepts for Content Strategy that Rules

OK I’m going to say something revolutionary.  The best strategy you can use to connect with prospects and customers on the Internet is not to spend a fortune on SEO.  The best alternative is to add high quality original content to your website on a regular basis.  Say 300-400 words three times a day for two years, or so. What? Yep. That’ll do it.

You got to be kidding. Now you know why businesses reach out to Web Strategists, SEO ‘s and Content Strategists. This is a lot of work.

Businesses can use plain old sweat equity or learn how to optimize content efficiently. To help with this let’s take a look a my 7 Precepts for Content Strategy that Rules:

1.    100 million eyes will not suddenly start analyzing your content.

Let’s overcome our fears on this.  The best practice is to get content out there with the understanding that additions, substitutions, or corrections are welcome.

2.    The Internet is not a newspaper.

Internet users are used to scrolling, listening, watching, clicking and engaging with content. Don’t develop content for couch potatoes unless your site is about couch potatoes.

3.    Use mixed media.

Alternate the use of photos, illustrations, infographics, and video throughout your website. Variety is a best practice; don’t get stuck in a content rut.

4.    Blog content should be about what you can do for others not about what you can do for yourself.

Users learn a lot about how you do business by what you publish. Does your content say, “how can I help you?”

5.    Make your content scannable.

Use bullets or numbered lists to overcome hyper ADD attention spans. If users want more detailed information offer them a pdf to download as part of your lead generation program.

6.    Headlines, Sub-headings and keywords are the most important part of your content.

Prospects and customers are most likely to find your website on Google, Bing or Yahoo from your headline.

Prospects and customers are most likely to find your website on Facebook, Twitter or Google + from your headline.

…then your sub-headings and then your content…

7.    Stick with the winners.

Quote and link to the big boys if you are a small business. Be a connector and the big boys may link back to you.

Does this content strategy work?  

I recently employed this content strategy for a non-profit client and obtained over 20 pages of search results for them.  Every time we published new content we obtained another organic search result. The client is now on Google page 1 for three out of four keywords having developed a reasonably mature web presence. To stay in front of prospects and customers now they just simply rinse and repeat.

So how about it, how do you develop content for your website?