You’ve established that content marketing is critical to your digital strategy, now what?

The below infographic created by Kayak outlines a couple of handy tips and rules to follow when developing a content marketing strategy. Those to take particular note of:

  • #1 Treat keywords like hot sauce – As search engine algorithms evolve, the practice of stuffing keywords into content is likely to get you penalised and dropped down the ranks. Focus on a theme or range of topics that you would like to ‘be famous for’ and then plan your content strategy accordingly.
  • #4 Make the most of a great idea with multiple formats – Content is an investment in time, money and resources, but often under-utilised. By extending an idea across articles, videos, podcasts, thought leadership, email campaigns – you will be able to make the most of your content and create different mediums to appeal to the content consumption preferences of many.
  • #11 Build your content from an ongoing plan – ‘It won’t happen overnight, but it will happen,’ goes the old Pantene slogan and this is also applicable to content marketing. Those businesses that set a plan and strategy will, over time, reap the rewards from being consistent and relevant.
  • #13 Quality is as important as quantity – Although as highlighted by the next tip in the infographic – #14 Quantity still matters – pumping out copious amounts of content that is uninteresting, uninformative and leaves the reader thinking ‘what was the point of that’, can do more damage than good. However it goes beyond this, quality content is about really understanding who you are producing content for, their drivers and ascertaining what it is that they really want to know. Of course there are also other factors and rules that should be inherent to the production of any quality content, such as spelling, grammar, structure and flow.
  • #18 Use one piece of content to promote another – A robust content strategy should account for this, in essence creating a plan for a spiderweb of content around a certain topic or campaign. Linking content together online also helps from a search perspective, allowing search engine spiders more opportunites to crawl through and index your content.
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Nirosha Methananda

With a marketing and communications background, Nirosha is the former marketing lead for PwC’s Technology Consulting services.

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