Content marketing naturally emphasizes high-quality creative content and all that goes into producing it. But the work of providing consumers with a great content experience extends far beyond the content launch. Content is a business asset that requires maintenance, revision, and optimization during its life cycle to maximize its return on investment (ROI).
The path to content optimization—the process of improving content for users, search engine placement and business results—is often difficult to navigate. But, if you are not sharply focused on your optimization strategy, your content performance will suffer. That’s a fact.
So, what does a good content optimization strategy look like, and how do you go about implementing it?
Here’s a quick look at how it’s done. For a deeper dive on each step, check out our white paper.
The 5 Core Competencies of Content Optimization
Developing a holistic program that fosters a consistent test-and-learn mentality is critical to overall success. Such testing gives content creators data-driven confidence that the strategies in place are working or helping them quickly address any shortfalls.
In today’s ever-present, omnichannel world, audiences expect user-friendly service as they search for content from many channels, and content optimization is the best way to continually improve every touch point along the consumer’s journey. Pace’s holistic approach to digital optimization prioritizes the following five core competencies to measure and improve digital strategy on a continual basis:
Analytics-driven evaluation of each asset and tactic against defined KPIs.
A SAMPLING OF KPIs ALONG THE CUSTOMER JOURNEY
Pro Tip: In order to achieve a high level of consistency, programs should begin with analytics and strategy teams obtaining brand and industry benchmarks as reference points.
Application of governance plan and business rules to continually refine the content mix.
Pro Tip: Each content project should have a governance plan agreed upon prior to execution of the program that includes business rules to inspect and refine material regularly. Additionally, content must be optimally formatted to each of the channels in which it is displayed to ensure audiences continue to process it and respond to it accordingly.
3. Channel and Device Optimization:
Optimization of content and pages for organic search performance; social and email content to maximize sharing and engagement.
Pro Tip: The use of personalization within an email increases relevance and thus results. Personalization programs consistently result in higher open and click-through rates, more revenue per email and better retention of email subscribers.
Proactive testing (A/B, multivariate, qualitative/quantitative) of UX, creative and asset design and mix.
BASIC TESTING AND OPTIMIZATION PROCESS
Pro Tip: Testing different content variables will ensure that you are producing the best material for the user and the business goals.
5. User Experience (UX):
Recurring evaluation of content and UX against brand guidelines and internal/external insights.
UX OPTIMIZATION FACTORS
Pro Tip: The content experience must be designed thoughtfully since it is vital to audience engagement. Because audience needs are constantly changing, it is important to consistently evaluate UX comprehensively using both quantitative and qualitative UX measurements, brand guidelines, best practices, and industry and creative trends as they can all evolve along with consumers too.
These optimization practices move beyond the view of content publication being the final step, fostering a mentality that supports an insights-driven, always testing, always learning approach to constantly innovate and improve any content program.
Have questions about how to implement a content optimization strategy in 2022?
Let us help. Pace partners with brands to achieve set goals around audience interest, engagement and conversion. This investment of both time and money must be accountable to ensure the achievement of goals while making sound investments, and optimization helps improve metrics by testing opportunities and providing sound ROI in terms of time, resources and tools.