Content Marketing

The expression “Content is King” couldn’t be more true in the context of SEO (search engine optimisation). Search engines are designed with the aim of delivering high quality, relevant and useful content to the search engine user. More often than not, the major search engines are successful in this objective. This is because they have implemented complex algorithms that enable them to assess and index web pages in accordance with up to two or three hundred different ranking factors.

As a result, the development and deployment of high quality, engaging and genuinely useful content should be a key cornerstone to the online marketing strategy of any forward thinking business. For success from an SEO point of view, a consistent content marketing plan is fundamental. Content marketing can be approached in two different ways:

On-site Content

On-site content refers to the development and deployment of content on your existing website or domain. This includes general information pages, category pages, blog posts, product pages and pages featuring rich media such as video and audio. One of the paths to success online is to build quality pages such as these in a consistent manner. Part of the reason the most successful websites on the internet have achieved their top positions in the search engines is because their site content is expansive, on-topic, well-optimised and genuinely useful to the search engine user. Internet start-ups and small to medium size businesses need to put content development high on their agenda if they wish to compete with bigger sites on competitive key-phrase searches.

Off-site Content

Off-site content refers to the development and deployment of content outside of your business website or domain. This includes online PR such as press releases, article marketing on third party blogs or article directory sites, social media content and reviews or editorial on newspaper or industry related websites. The key to off-site content marketing is to develop links back into your main website. A successful off-site content marketing plan will help your website to build trust with the search engines, produce higher search engine placements and deliver qualified, highly targeted traffic to your website.

Content Marketing Plan

Targeting the long tail search (high intent keyword searches that are normally 4 or more words long) is an ideal starting strategy for many small to medium size businesses. However, achieving top ten results in the search engines requires a consistent content development plan. JHM can provide content specific to your business area that will, over time, help to position you higher.

For further information or advice, please get in touch via our contact page.