18 Feb Content is king. More than ever.
Last week was Social Media Week. Running in cities across the world from New York to Istanbul to Hong Kong. I attended one of the events in London hosted by iCrossing and sat on the panel discussing What next for Content?. When I walk away from events like this I usually have three take-outs in mind. So what were they?
- Where developing digital marketing strategy is concerned taking a content led perspective is one of those simple unifying ideas that supports everything we do. At a simplest level that might be an organisation wide content calendar that is adopted by and supported by the whole organisation.
- That same perspective supports integration. Having an idea of what type of content is required for which customer and for what purpose across the customer journey as well as how that is going to be measured is one practical way to drive integrated planning.
- Regardless of specific purpose there are some overarching principles. For example, content should be engaging, shareable and findable. But above all it should be useful for the user. Don’t forget, good SEO and good user experience are becoming one and the same thing.