Why Content Marketing is King (even when your opponent is holding Aces)

Do you want to know how a good content marketing strategy can expand your market share? Read on… 

In a nutshell, the content on your website helps grow your organic traffic and keep your readers and your customers happy.

By having a good content management strategy, you can meet two of your website’s key performance objectives and in doing so, grow your business.

But – and here’s the rub – while it may sound simple, there are lots of ways businesses can fail at this so let’s take a look at what makes a good content management strategy.

If you think a good content strategy starts and ends at hiring a few hotshot copywriters, think again. While writing – style, tone, quality of information, accuracy and readability – are critical, content doesn’t end with your words.


A good content marketing strategy, one designed to take you to the top of the search engines and have your readers enthusiastically singing your praises, is one which defines:

  • Key themes and topics
  • The purpose of your content
  • The organisation and navigation of your content
  • The display of your content (including all the visual elements)
  • Search Engine Optimisation
  • Governance
  • Ongoing website reviews and future content supply
  • Content distribution

Investing time effort and resources in your content management strategy will reap you rewards.  So whether you’re planning your website or conducting a review, here are some questions to ask.

  • How well do you know your customers? Define your target market. Does your website fill their needs?
  • Take a look at your competitors and be honest. What’s good? What can you learn from?
  • Put your current content marketing under the microscope. Is it relevant? Useful? Look for gaps.
  • Audit your site. A lot of businesses don’t take the time to do this, and it is an important exercise which should be done regularly.  Look at traffic, page views, bounce rate, rankings, entrance and exit points and conversion rates.  Don’t suffer from analysis paralysis, but do collect data and use it as a base for your planning.

Please don’t just create content for the sake of it. Your content is your most powerful marketing tool and should be treated as a business asset.

And on a final note, ensure that your website developers (those IT people) and your content creators (probably from marketing and sales) get their heads together for strategy development and execution. It may make for a stormy marriage of skill sets, but if you want to win the content war over your competitors, having these two talents working together is vital. Your future success depends on it.

Talk to us about our complete content marketing service

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Brilliant Digital
Sydney based with clients Australia wide

177 Victoria St
NSW 2164

02 9939 5223

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