Chapter TwoContent Strategy
Your content is by far the most critical component of your online presence. It drives traffic, informs users, builds awareness, converts customers, positions your company or people within your company as thought or industry leaders, as well as a slew of other things important to meeting strategic organizational goals.
People interact with your content to gain knowledge, learn a specific task or technique, find out more about you, read about your products or services, and decide whether or not they want to become a customer or part of your community. Search engines interpret your content and serve up pages in search results based on keyword use and a variety of other content-driven factors. Therefore, creating content ...
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