Most brands in Malta use their social media haphazardly at best, if at all. Well designed websites are often left to rot: updated as frequently as tombstones and ending up looking pretty much the same. But why do you need a content strategy?
1. Everyone is online all the time
Thanks to the ubiquity of mobile devices, people tend to search for things before they even know they want them. That includes your products and services. Don’t underestimate how often this is done, particularly by the younger generation. You want to feature at the top of their online searches because if you don’t, your competitors will.
2. Content drives traffic and leads
Search engine optimisation is now seen by brands and advertising agencies around the world as the most important way of generating leads, converting customers and bringing traffic to your website. Featuring at the top of those online search means you’re more likely to get traffic your way. Your content should be designed to help generate awareness about your product, help customers evaluate it and most importantly, to buy in. That’s why it needs to be given serious thought and be part of a wider strategy.
3. Online searches are getting more specific
Online searches are becoming smarter by the day, emulating our natural voice more and more. That’s why you sometimes see people asking their phones specific questions like: Where can I find great lobster pasta in the Sliema area on a weekday? You want your brand to feature in these specific searches which is why you really need to think of the best keywords to nab and the best places for your content to feature.
4. Content forces you to be more real
People are becoming more and more discerning about the companies they support. It’s not just about the product or service. It’s also about what they stand for, who they are, their story. A good content strategy gets you out of your saleslike comfort zone and into a space you need to be. Whether it’s talking about the inspiration behind a new product or service, giving a glimpse into your work culture or having an opinion about something relevant to your business, this is the place to express it.
5. Good sponsored content helps ride on good SEO
Sponsored content helps ride on the search engine optimisation of an established site. This happens primarily with news and content sites that are constantly updated and full of links. If you’re struggling to rank, try sponsoring content on a high ranking site and see the difference.