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 valuable business asset that should be reviewed, revised, and optimized over its entire life cycle, maximizing 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. If you are not sharply focused on your optimization strategy, your content performance will suffer.
In our latest Pace whitepaper, “Anatomy of a Content Optimization Strategy,” we break down the five core competencies we prioritize within digital optimization to measure and improve digital strategy on a continual basis:
- Performance
- Governance
- Channel and Device Optimization
- Testing
- User Experience (UX)
Developing a holistic program is critical to overall success. In today’s ever-present, omni-channel world, audiences expect user-friendly service as they search for content from many channels. By focusing only on one practice area or offering only a single test plan for content marketing efforts, you are not only limiting the opportunities for success but also reducing the potential returns on your investment in content.
A holistic optimization approach fosters a consistent test-and-learn mentality. Such testing will give you data-driven confidence that the strategies in place are working or help you quickly address any shortfalls. Content optimization is the way to continually improve every touch point along the consumer’s journey with your brand.
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. Optimization helps improve metrics by testing opportunities and providing sound ROI in terms of time, resources, and tools. It is both a creative and an analytical approach for a scale-based project and budget.
We invite you to read the whitepaper to discover more about our philosophy for leveraging a content optimization strategy. If you have questions or comments you would like to share, spark a conversation by posting them in the comment section below.
