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“Content is everything in search and social. Without content, search engines and social networks do not exist. Content connects a business and its audience, and in the age of the always-on consumer, brands need to know how content travels in real time.” Rob Garner, VP of Strategy, iCrossing

Consumer
It starts with the consumer or user. Consumers trust search engines to deliver relevant and recent information as quickly as possible. Search engines monitor user behaviour in terms of what consumers deem to be credible sources of content. Websites are deemed credible and useful when the number of users clicking through from search engine results (SERPs) increase and if it contains user-generated content.

Search engines
Search Engine Optimisation (SEO) is the bridge between your website and the consumer (user). This is where content marketing plays a key role in this matchmaking exercise. Therefore your website content needs to communicate your brand story and offering in such way that it addresses consumers’ needs and problems. Search engines read site maps and key words (content) in order to ascertain whether your website contains updated and relevant content. If many users land on your website based on search queries, your website moves up in the display ranking, particularly if this information is shared to social media channels.

Website
Your website is your digital presence – your digital business card. As a business or brand owner you need to think about what keywords consumers would use when searching Google in order to find the information that they are looking for. In order for search engines to deliver your website as a relevant match in the search engine results pages, you need to optimise your website for search engines. This means that you need to follow certain SEO rules so that search engines can effectively connect users  as a relevant content match to their user search queries.

Contentum understands the importance of creating well-constructed website content. Not only does it need to be engaging and useful to consumers, it also has to fulfil specific SEO requirements if brand-building objectives are to be realised.

For more on this read Rob Garner’s interview with Marketing Sherpa,
http://sherpablog.marketingsherpa.com/inbound-marketing/inbound-marketing-content-based/

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