Something happened while we were all madly getting websites up and running. They evolved. At the same time sites evolved, users expectations evolved as they wanted more than just a simple site. Users recognized the value of sites that provide content. They began to visit sites that were less about mass marketing and more about giving you something in return for their time.
Smart marketing and site administrators understood this and changed the way their sites worked. Start-ups with limited budgets focused on their passion as a replacement for marketing dollars. Larger organizations realized that their ROI in digital marketing was directly related to the quality and the message. All of that drives the top 5 reasons why a content strategy matters:
- Users base their buying decisions on research
- They trust those who bring value over those who bring a pretty picture
- Engaged users result in repeat customers
- Good content drives better search results
- You can achieve more return on your marketing investment with a good content strategy (regardless of how many ads you buy on Google, Facebook, or elsewhere.)
All that said, what makes a great content strategy? Well, it comes down to a number of things, which are described in the guide, 10 Content Strategy Steps to Drive an Effective Personalized Digital Experience.
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