Have you heard that content is KING?
Yeah. Like you, I’ve probably bumped into that phrase a thousand times in my travels around the web.
And it’s not like I’ve been looking for it, either. Whether it’s a Google search, random marketing blog or my LinkedIn news feed, I just can’t seem to dodge that obnoxious cliché.
Well, as much as I hate to admit it, it still rings true. Probably now more than ever. Whether it’s in search or on social, content still reigns as the best way to attract followers, build your brand and carve out your online reputation.
And because bloggers, influencers and marketers know this, you’ll find, well, no end of online articles, infographics and podcasters extolling content’s virtues and explaining the importance of a good content strategy.
What does ‘content is king’ mean?
‘Content is king’ is used to highlight the central role content and content platforms play in messaging, personal branding and business marketing online. Many believe a strong ‘content is king’ mentality is the key to building a bigger online presence and strengthening brand visibility across the web.
Where did ‘content is king’ come from?
‘Content is King’ first appeared in a 1996 essay by Bill Gates. In the post, Gates outlined how the then-relatively-new Internet was about to democratize the flow of information, unleashing a flood of opportunity for people, brands and businesses to curate and share content, and compete for attention across the vast, unexplored regions of the web.
“One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create,” said Gates. “In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.”
Gates’ look at the rise of online content and, ultimately, content creators as essential conduits of information has proven nothing short of prophetic.
In fact, you’d be hard-pressed to find a website, brand or social platform NOT using relying on content to attract users and grow its audience.
And because so much of Gates’ prediction has come true, it’s no wonder his “Content is King” mantra now lives rent-free in the minds of brand-builders and marketing gurus throughout the digital sphere.
Content is king is a great marketing mindset. But how does it fit into reputation management?
At its core, online reputation management is about control. When you’re able to manage and define what’s said about you online, you can control what employers, coworkers and friends find when they search your name, allowing you to shape perception of your personal brand.
To gain that control, especially in search, you need a way to get the word out – to spread the message and spotlight the qualities you want them to see.
And that all starts with content.
Or, more specifically, a smart approach to content marketing, with ‘content is king’ as its focal point.
What is content marketing?
Content marketing is a type of marketing centered on the development and sharing of digital content. The content marketing process involves anything from planning and creating relevant content to content delivery, publishing and promotion, ensuring each new blog and social update is aligned with your goals and designed to make maximum impact on your readers.
In other words, content marketing is simply the A-to-Z process for managing the flow of online content. By controlling how content is built, distributed, published and marketed, people and businesses have more control over their own brand narrative and, by extension, their online reputation.
And the best way to control that narrative?
With a carefully crafted content marketing strategy.
What is content marketing strategy?
Content marketing strategy is anything you do to develop, curate and monitor your personal assets online. It’s not just the way you put together and post new blogs, images, videos and audio, but how you coordinate each asset to reinforce who you are and the value you provide employers and your field.
In other words, content strategy isn’t only about creating great content. It’s also how you bring together each article, social update and infographic to reach your audience, promote your strengths and sharpen your brand.
Your strategy is what gives your content purpose. And with everything aimed in the right direction, you’re in a much better position to repair and improve your online reputation.
So, what makes an effective content strategy? Building an approach that boosts your rep means knowing:
Who are you trying to impress? Whether it’s job recruiters, your boss, local customers or all of the above, knowing your readers helps center your strategy and build content that delivers what they’re looking for.
Applying for college? Beginning a new career? Whatever you’re after, defining your personal and professional goals beforehand helps sharpen content focus and lay the groundwork for future success.
What sets you apart
Your unique skill set and experience are what set you apart from others in your field. Understanding those attributes allows you to build and distribute content that clearly emphasizes your value add.
Which format(s) you’ll use
How will your content take shape? From blogs and graphics to videos and podcasts, it’s crucial to know which formats you’ll be using to convey your message and carve out your niche.
Where you’ll be posting
Your website, blog and social profiles provide ample opportunities to post new content and grow your online footprint. Identifying the right channels for publishing is key to reaching the right people.
Your content schedule
Building a more robust online presence means knowing when and where your posts are going live and when to make updates and keep your content strategy active. Using an editorial calendar to track and plan your activity allows you to schedule and publish posts without losing critical online progress.
With a good framework in place, you’re ready to move on to the next phase of content marketing:
Content development is how you research, build, polish and publish content to accomplish your personal branding and online reputation goals. The content development process is where your content strategy comes to life, providing the written, visual and interactive assets that carry your message and reach audiences across the web.
Content development is much more than jotting down a few words and throwing it on your website.
Creating content that really elevates your strategy and strengthens your online presence takes time, hard work and care, not to mention:
- Planning and scheduling. Creating specific times and reminders for when, where and how often to post new content is what keeps your strategy on track.
- Setting specific goals. Whether it’s improving engagement or getting more site traffic, each unique blog, graphic or video you develop should have clear goals on the horizon.
- Researching topics. Fleshing out topics, details and authoritative sources online helps beef up your content and maximize its value.
- Collecting and analyzing info. Knowing how to use online research tools like Google Analytics (site traffic & analytics), Moz (page & domain authority) and SEMRush (keyword analysis) can be great for obtaining valuable insight and unlocking your content’s search potential.
- Generating new posts. Quality content is what Google (and readers) value most. It’s important to develop articles and visuals that not only compel clicks, but also deliver the info your readers are searching for.
- Optimizing new content (SEO). Incorporating elements like backlinks, related phrases, subheads and Google-friendly meta tags are just a few of the ways to increase content visibility and grab prime search engine real estate.
- Content Promotion. A savvy social promotion strategy is great for getting more eyes on your content. It can also help generate more traffic to your site and get the backlinks so important to achieving a higher search ranking.
Again, a good content development strategy can be a lot of work. But in a world where content is king and everyone’s vying for the same online space, cutting corners amounts to little more than wasted effort.
Now that we’ve looked at what step-by-step content strategy should look like, let’s dig into one of its more essential elements – where pen, paper and digital knowhow really come together to give your ORM a lift:
Content writing involves everything from brainstorming and researching to writing, editing and fine-tuning content for the web. Sometimes referred to as marketing writing, content writing is essentially the design and creation of blogs, articles, video scripts and social posts for specific content platforms with the purpose of reaching a specific target audience.
SEO Content Writing
SEO content writing combines online writing techniques with SEO best practices (search engine optimization) to boost content ranking, visibility and authority in search results. Also known as optimized content writing, SEO content writing is a basic but vital tool for building brands, marketing goods and services, and managing your online reputation.
How does SEO content writing work?
For optimized content to be effective, it first needs to be good.
By that, I don’t just mean your content should be free of typos and grammar errors (which it definitely should). It should also deliver information that satisfies the reader’s thirst for knowledge.
Time and again, Google has stated how much it prizes quality content – clear, well-written copy that provides the answers its users are searching for.
And content that delivers generally gets rewarded, first with clicks and then with better ranking.
So, whether you’re writing a blog or updating your social, focusing on creating quality over quantity should always be your top priority.
Here’s a short primer on how to create quality blog content:
And with that in mind, you can begin working in the bells and whistles that will really make your content pop.
What makes SEO content writing so effective?
Here’s a look at key elements driving an effective online content writing strategy:
Locating the right search phrases can be tricky, especially with so much competition for the same Google real estate. But once you do, you can start building content that demonstrates the context and relevance the search giant is looking for.
And remember, No Keyword Stuffing!!
H1s and H2s aren’t only great opportunities to break up text. They’re also powerful SEO content writing tools that make your content scannable, making it easy for readers and search engines to locate sought-after info quickly.
Photos and graphics add eye-catching visual elements that supplement text and grab the reader’s attention. And those that really stick out help make your content more shareable and easier to promote across social media.
Quizzes, surveys and videos give readers fun items to engage with as they journey through your content. That extra interaction can add seconds or even minutes to the time they spend on your page, an important metric prized by search engines.
It may be easy to overlook meta titles, meta descriptions, captions and alt text as you’re developing content. But when harnessed properly, these crucial SEO tools can help transform blogs and landing pages into search engine superstars.
Authoritative hyperlinks with good domain and page authority lend a certain level of expertise to your content. They can also provide a powerful source of link juice that electrifies content SEO and helps amplify your position in search.
Snappy Twitter posts and Facebook updates are great. But long-form content pieces (blogs, articles, essays, etc.) tend to grab Google’s eye the most. In fact, the average length of well-researched content pieces on Google Page 1 is close to 1,900 words, underlining just how effective long-form writing can be a part of your content marketing strategy.
Website content writing
Website content writing is the part of SEO content marketing dealing solely with website content development. Site content writing includes the creation of home, about, blog and other landing pages optimized to deliver relevant info, improve user experience and achieve higher rankings in searches of your personal brand.
Once synonymous with SEO content writing, strong website content writing not only drives higher visibility in search, but helps anchor and reinforce your online reputation management strategy.
Well-optimized site content highlights your best attributes and makes it easy for organizations, employers and colleagues to locate and verify your professional credentials. In turn, this provides an important, if not essential, supplement to your online resume.
And who is responsible for developing such valuable reputation-boosting content? None other than the:
Website content writer
The website content writer specializes in drafting relevant, optimized site content and landing page copy that speaks to a specific target audience. Website content writers create the search-friendly content individuals, brands and businesses need to center their online presence, maximize site SEO, attract visitors and compel people to action.
Website content writer: FAQs
Writing content that attracts readers and compels further action requires knowledge of basic web writing principles, including how to write with purpose, natural keyword inclusion, relevance, and what drives audience engagement.
Landing page content length depends on the page’s purpose and function within the overall site. Landing pages can range anywhere between 50 and 1,000 words or more based on what you want to convey to the target audience.
Yes, whenever appropriate. Images and videos provide important visual elements that break up text and accentuate your content at key moments in the reader’s journey.
Understanding basic SEO principles is essential to building site content that achieves visibility. While you don’t need to be an SEO expert to create good site copy, knowing how to use keywords, supplement your pages and create metadata is essential to boosting page ranking in search.
“Above the fold” is the area readers see first when visiting your page. Creating inspiring content right at the top helps grab the reader’s attention and increase the time they spend on your website.
Want to build a killer content strategy?
At Internet Reputation(™), we specialize in content strategies and solutions that empower a stronger online presence.
Through expert content development, creation and promotion services, we provide the tools you need to build a powerful personal brand and take control of your digital destiny.
And with the all-new Reputation Station, you can manage your online profiles, post new content and track your progress from your very own customized reputation platform, allowing you to create your online narrative on your terms.
Visit us or call 844-924-0240 today to learn more.