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Content reigns in 2013 as report highlights a shift in marketing focus

Richard Bell

Changes in the way search engines pick out sites relevant to users’ searches have meant that the quality of a website’s content is becoming a primary marketing consideration.

A report published in February by Info Marketing Experts supported this notion, as it discovered that more than two thirds of the UK’s marketing professionals will this year place an emphasis on customer relations – suggesting that even more companies will be looking to incorporate new and improved content into their marketing strategies.

Content and engaging the customer

Today, content is considered the cornerstone of a quality website. It means customers won’t just return when they require further contact or product information. A company’s website is able to build a regular audience by acting as a source of well-written and engaging news for its industry.

The Info Marketing Experts report showed that customer engagement is being considered even above brand management, and is one of the foremost ways of supporting growth. Companies taking part in the study actually said they believe successful brand management will come as a natural consequence of conscientious customer relations management. Content is one of the most effective ways to engage customers, and there are a number of routes open to a business.

What is content and how does it relate to marketing?

Since the popular search engines are increasingly looking at content when presenting web pages to a user, quality written information has become one of the primary considerations of the Search Engine Optimisation (SEO) industry

As part of a quality SEO package, great content will help a company increase its exposure and can include anything from blog and news writing to feature articles, press releases and web copy.

While web copy is essential for assuring customers that a site is an authority on the products and services of its industry, and article writing will garner a business attention in the field while substantially bolstering a wider SEO strategy, news is also important.

News shows a website’s audience that the business is up-to-date on current affairs and industry happenings. Furthermore, being recognised by Google News as a publisher is a valuable accolade.

Richard has a First in English Literature and Creative Writing, and has experience writing fiction and short stories (which he has published both online and in magazines).

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