Google’s algorithms – Panda, Penguin and Hummingbird – and updates to these algorithms have completely changed the online world, and traditional SEO techniques are no longer enough, valuable content has taken priority and will return good rankings.Here are ten easy-to-implement ways to improve your business’s digital content. 1. Every day is a school day Google rewards content which is original and informative, helping to increase the reader’s knowledge around the products or services on offer and the sector or topic area in general. Examples include downloadable product guides, infographics and whitepapers, all of which increase awareness and understanding around the subject, helping to guide them through the buying process and position the brand as a knowledgeable authority on their topic(s) of choice. 2. Buying personas Digital content created should be based on what will appeal to and interest a set of pre-researched ‘buying personas’ which encapsulate each type of target or existing customer – based on similar principles to audience research and segmentation. These personas should include as much relevant information about their lifestyles, behaviours, pain points and preferences as possible, so they facilitate the creation of content to satisfy all of these, help break into new target markets and inform the overall strategy. 3. Content strategy As with everything in business, planning from a strategic perspective is key. Without detailed strategy and objectives which can be broken down into allocated actions, the digital content strategy will lose momentum or never successfully get off the ground. 4. Be social A fantastic website with outstanding content is no good if no one knows about it. Ensuring that the major social media platforms that are relevant to your audience (Twitter, Facebook, Pinterest, Google+ etc…) form a critical part of the ongoing content strategy, and that the content itself is infinitely sharable is key. Remember today’s audience is social media savvy and each has an audience of their own, so ‘likes and ‘shares’ have huge potential for your content and therefore your brand to go ‘viral’. 5. Sharing is caring For content to be sharable, it doesn’t have to be complex, just attractive and appealing to the target personas. The more they share it, the more online traction they will create for your brand.
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