Supporting sponsor for International Trade AwardsContent is King!

What is ‘Content’

Why is ‘Content’ important

How do you generate ‘Content’

‘Content’ is a ‘Hot Topic’

Supporting sponsor for International Trade AwardsAct like a publisher

The moment you launch a website, an email campaign a mobile application or content of any kind you’re a publisher, shouldn't you start acting as one? – Kristina Halvorson, Author,

Content Strategy for the Web

Supporting sponsor for International Trade AwardsWhat is ‘Content’?

Content helps drive traffic to your website by creating indexed pages and (eventually) inbound links to your site, both of which are critical to SERP (search engine page rankings).

If you build it will they come?

Content helps drive traffic to your website by creating indexed pages and (eventually) inbound links to your site, both of which are critical to SERP (search engine page rankings).

BUT You Should Write for visitors not Search Engines

Content and Site Visitors

Improve user experience

Establish an "emotional connection"

It's about engagement, telling a story and encouraging a brand journey

Show off industry expertise and establish thought leadership

Builds loyalty and trust

Quality Content Improves Click Through Rate

Supporting sponsor for International Trade AwardsOnline video – engages and informs site visitors

Content and Search Engines

Give search engine crawlers new information to index.

Gain attention of spiders and robots.

Demonstrate authority.

Old content undermines credibility of site.

Each new page is a new entry point.

Each new page (with good content) provides a new page that other sites can link to.

By creating indexed pages and attracting inbound links, ‘content’ will help your company generate organic traffic

Supporting sponsor for International Trade Awards‘Content’ Builds Links

Why ‘Links’ matterLinks from another website back to your site are hugely important as Google, Bing, Yahoo and other search engines view a ‘link’ as a vote for your site and the more ‘authoritative’ and ‘relevant’ the ‘voter’ the greater the weight added to your own site.

Supporting sponsor for International Trade Awards‘Content’ helps drive traffic to your website by creating indexed pages

Supporting sponsor for International Trade AwardsSocial Media - You Tube

Supporting sponsor for International Trade AwardsSocial Media - Twitter

Supporting sponsor for International Trade Awards‘Content’ Amplified by sharing

Supporting sponsor for International Trade Awards‘Content’ Drives Traffic

Supporting sponsor for International Trade Awards‘Content’ Drives Traffic

Supporting sponsor for International Trade Awards‘Content’ Builds Authority

Supporting sponsor for International Trade AwardsStrategy – or ‘Cunning Plan’

Define who your audience is

Understand what they might be interested in

Figure out the tone of voice

Work out where the content is going to come from – source

Give someone ownership

Regularity – how often is content added?

Supporting sponsor for International Trade AwardsBuilding a content rich website

Expert comment – Trade Associations, Universities – Ask people!

Industry News & views – Trade Shows, Conferences

Survey results – ‘Survey Monkey’

Customer testimonials – text or video

Product reviews

New staff announcements

Press releases from customers and suppliers

How to guides

Top tips

Supporting sponsor for International Trade AwardsBuilding a content rich website

Plan your content for a few month’s at a time

Re-purpose content for; podcasts, videos or webinars

Upload presentations, whitepapers, price lists and product reviews

Ask ‘engaged’ social media followers to contribute

Decide whether to commit in-house resource or outsource

Having fresh, helpful & unique content on your site builds a regular readership

Your content is your lifeblood

Supporting sponsor for International Trade AwardsKeep SPAM of the menu

Search engines are tweaking their algorithms to identify content farms and sites that consist primarily of spammy or low-quality content.

As with everything else in life – if you do it well you’ll be fine – if you try to cheat or cut corners you’ll be caught and penalised.

Content Is King Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.“ ”– Bill Gates