- Ask yourself some key questions, Kuenn says: Why are you creating a particular piece of content? Who's the intended audience? What's your brand's voice? What types of content should you create for your audience? Finally, what does success look like?
- Think like a publisher, Fasser says. Build an editorial calendar that details who's writing what; assigns deadlines, lists the focus keywords for each particular piece of content, notes how the content ties into your overall SEO program, identifies the problems customers have that the content addresses, and so on. "If you don't nail all that down, you end up developing content just to develop content," he warns.
- Act as a resource to prospects and customers. "If you can bring someone into your site who is actively looking for a solution to a problem, and you can solve it for them in an in-depth way through content, you'll have higher-quality visitors to your site who tend to convert more," Fasser says.
Analysis: Calculating Online Marketing's ROI: Why CFOs Must Get Involved in SEO