Content Strategy Needs To Be Relevant
Relevant content is up to date, consistent with the trends and forward-thinking processes of the day, and appropriate to your target market. Successful content strategies will center around making sure that your phrasing and company message are the same across all platforms so that no matter where a potential customer may look, they will always have the same image and understand of your company reinforced in a positive way.
If your website says one thing but your social media accounts say another, you are muddying the proverbial waters. The same is true of outdated content on your website or email newsletters, for example – if prospective clients are met with old content that is no longer relevant they will definitely not think that your company is capable of bringing a high level of service and attention to detail to the products or services you are selling.
Content Strategy Needs To Be Well-Rounded
As the old saying goes: do not put all your eggs into one basket. You cannot depend on your web content alone to drive traffic; the same is true of online advertising or social media. It takes a well-rounded, comprehensive content strategy to effectively draw customers in and convert them into paying leads.
In the same token, the type of content you put out there needs to be varied as well. A broad mix of images, outbound links, articles, and social media posts are all necessary, since one customer may respond well to an article, but another might prefer short bits of content that are easily digested via a mobile device.
No matter what, your content needs to take a complete, circular approach to ensure that you are hitting on all appropriate and applicable content distribution methods as well as styles.