Content comprises one of three pillars in online marketing with the other two being search and social. Indeed, online content feeds these other two pillars and, according to statistics released by CMO, 20% of the average company’s content drives 90% of its web traffic.
This is one reason the landscape has seen such a shift in terms of top brands becoming publishers. The reason for this strong focus on content is simple: increased engagement with the target audience. Over 50% of in-house and agency marketers cite high engagement as one of their top three business objectives, and online content acts as a direct vehicle to engage with customers and prospects.
So, needless to say, those marketers without a firm content strategy in place may want to read the writing on the wall. But creating helpful and authoritative content that resonates with readers is only part of the battle; other strategies should be considered as well. Here are just a few.
