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How to build a robust content program

How to build a robust content program Deborah Hanamura

Today, superb, consistent content best serves your customers and leads to increased loyalty and bottom-line results.

Consider Google and Bing. Google search is increasingly focused on content rather than keywords, and may consider customer experience when determining your site's ranking. Bing prioritizes social interactions and mentions, essentially allowing the social sphere to "vote" on the value of your brand (with your website's rank to follow).

Key considerations in your content marketing strategy:


Remember, content strategy first, social media strategy second. When you execute your social strategy properly, you'll achieve engagement in the forms of comments, shares and contributions -- and the search engines will take notice.

Businesses that publish quality, consistent content will reap search engine rewards. Create a user experience that gives your customers exactly what they are looking for, versus deploying linking strategies or a pages-deep site.

Great Pay-Per-Click advertising requires great content. Create an impression versus multiple impressions.

Inbound marketing
Content is key to driving inbound traffic and leads. Your content must draw consumers to your site and give them a compelling reason to engage with your brand.


Your booth experience, graphics, promotions, and strategy should reflect the content you are delivering in your digital channels. How can you use interactions at events to draw content from your target audience and build it into the exchange of content and ideas beyond the event?

Sales presentations
If your sales presentations focus on delivering value, rather than soliciting orders, you'll have an easier time creating a long-term customer. Further, sales people are on the front lines of client interaction, and have access to first-hand content and insight that are hard to get through other channels. Build mechanisms into the sales process to collect insights into customer perspectives so your content strategy can speak to the heart of what your customers care about most.

Print collateral should integrate with your digital destinations so potential customers can have a bigger experience and get to know your brand in a more comprehensive and up-to-date way. Print collateral should be used to create curiosity about the online conversations that your brand is having.

Deborah is the Director of Marketing at digital agency Metia. She is known for creative direction, campaign strategy, event management, market intelligence, branding, sustainability, corporate social responsibility. Business development, strategic...

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Commenter: Nick Stamoulis

2013, December 17

"sales people are on the front lines of client interaction, and have access to first-hand content and insight that are hard to get through other channels."

That's what I tell my clients all the line. Your customer-facing employees know what questions people have, what concerns they are working through. That information can fuel your content marketing campaign because you know what your audience needs.