Content is critical to any successful digital inbound marketing strategy.
However, when I say content I don't mean churning out quantities of content.
Successful content marketing needs a strategy.
In this post from Michael Brenner he talks about the pitfalls companies fall into when it comes to content marketing including:
Only focused on SEO or PR
Great at storytelling but not SEO
Not focused on content that converts
Video specialists but not writing specialists
Inability to cross purpose content
They often choose agencies that may have focus on PR or SEO or copy-writing freelancers.
That's fine but without someone pulling it together into a cohesive strategy, the investment is likely to be wasted.
Gone are the days where we churn out volumes content and that increases our Google ranking. It's far more sophisticated than that.
Consider type of content, frequency of publishing, purpose of content, keyword strategy, meta data, media planning, promotion of content.
It needs a plan and it needs coordinating and not every agency is experienced in the holistic picture.
So, if you're encouraging your employees to be part of your content strategy (which I believe you should) make sure you create a plan of action so you avoid duplicated topics and encourage consistent publishing.
Many other agencies, whose core business is SEO or PR, will claim they can “do” content with little experience or expertise. Sometimes they can … but it isn’t always easy to tell. How is a company seeking out content marketing assistance supposed to know who does it well and who doesn’t? And why would agencies say they do content marketing without the know-how in the first place? It’s not 2008 anymore, and we’re not keyword stuffing pages, using invisible text, buying up links on link farms or gaming the Google algorithm with other black hat SEO techniques. And while SEO is still vitally important (albeit in different ways now), it’s also imperative to have helpful, well-written content.