In the evolving digital marketing landscape, websites have transcended their traditional role as mere online billboards. Today, they are integral components of a multifaceted omnichannel marketing strategy encompassing email marketing, ad integration, and comprehensive campaigns.
Content marketing, in particular, plays a pivotal role in this strategy, with websites serving as the central platform. At Morpht, we view content as one of the three essential pillars of a website, alongside branding and functionality. Therefore, a well-defined content plan is a prerequisite—before, during, and after the website development process.
In this article, we delve into two crucial aspects of your 2023 content strategy and provide actionable insights for website stakeholders seeking to enhance their outcomes.
Prioritize Quality over Quantity
The demand for content is skyrocketing, but the spotlight is on quality. Amidst the proliferation of AI-generated and generic content, the key to standing out lies in delivering valuable, engaging, and relevant material to your audience. Demonstrating the performance of your content is essential for securing ongoing support and resources from leadership.
To secure your budget allocation, you must showcase the positive impact of your content. Content analytics serves as the compass guiding your content strategy. Empowering your team with data-driven insights is paramount for success.
Embrace Modern Tools
Personalisation is a cornerstone of contemporary content marketing. Effective personalisation sets your brand apart in a landscape where technical aspects like SEO are crucial. Tailoring content to individual preferences is the linchpin of modern content marketing. Explore personalisation technologies and strategies, some of which may already be inherent in content management systems like Drupal or can be integrated into them. For Drupal users, contact us for a demo to discover how it can assist your efforts.
Recognize that people consume information differently; the modern web offers diverse presentation options. Build a workflow that accommodates video content and interactive website elements. Tools like Vyond enable rapid video content production, but remember that content quality and value must remain paramount.
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Validate Your Strategy with Metrics
Contemporary leadership acknowledges the value of content. The more you can correlate marketing activities, especially content, with leads or inbound conversions, the more compelling the case becomes for investing in high-quality content.
This renewed approach to content strategy in 2023 underscores the critical interplay between quality, personalisation, and analytics, offering a roadmap for organizations to navigate the dynamic digital landscape successfully.
