One of the most important aspects of running your own website (and online business for that matter) is the average on-page time a user spends browsing the pages on your site. Google takes this number into account when ranking your page, too. It is also closely related to your conversion rate, because the more time people spend on your site, the higher the chances of them becoming customers. However, sometimes, despite offering high-quality content and great deals, your bounce rate will still remain unacceptably high.
The digital world does not stop. It evolves faster than any other phenomenon we have experienced in our time. And content strategists are as caught up in this evolution as are designers, developers, and other IT professionals. Whether they are employed by a single enterprise or act as content marketing consultants, they live and work in a competitive, rapidly changing whirlwind.
Planning a content strategy, often for a full year at a time, means anticipating the trends that will be hot, so that content delivery methods, places, and frequency will capture the right audiences and meet their demands for information, entertainment and inspiration.
The idea of writing ‘content for business’ seems like a prettier definition of what an advertorial is. But that’s not quite what my recent experience tells me.
I have been a writer, a digital writer to be fair, for a good part of the last decade. And in the recent times, my role has matured into that of a content marketer. But writer I still remain. One who still thinks writing blog posts on a Sunday is a great way to spend the weekend. The rest of my week these days are filled with conversations about content creation, content trends, what’s new in digital publishing and what we need to ‘talk’ to our customers about this month. Continue reading
“If your brand was a guest at a dinner party you were hosting, what would you think about it?”
This was the question we started with when trying to figure out our brand’s voice. This was a first-of-its-kind activity for me and my team, borne out of the realization (following a thorough content audit) that we needed to speak about our brand in a consistent way across all channels – be it social media, website, outreach campaigns or even the emails we send out every day.
If you are anything like me, addicted to great content, chances are you have signed up for a gazillion newsletters in the last year or so. And why not. All top brands these days are churning out amazing pieces of curated content; some personalized while others more kitsch and nouveau, and all to please me and my interests. I don’t hate admitting this, but I love this kind of attention. Continue reading