Producing optimized content for SEO
“Every organization is a media organization”. That quote explain the current dynamics of the market in which content production has gained great attention. Before internet was so popular, companies didn’t use to establish consistent two way communication with society. Nowadays they actively participate in public debates in which they are directly or indirectly inserted. Much content is produced and through different formats, such as e-book, video and podcast. In that sense, it is not enough for the company to only comment on their products and services.
It must provide quality content that makes a difference in people’s lives. The company must show, through this material, that it doesn’t just care about making a sale, but also in building a relationship based on confidence with the different audiences that participate in the deal. Here’s an example to illustrate. An e-book or a video that will give tips on financial planning is usually valuable to a client of a financial institution. A printed magazine containing articles about health and well being may make a lot of sense to someone with a health insurance plan. Or, yet, a podcast discussing the best music of the decade for a user of a music app.
There are many content production techniques, such as storytelling. It aims to position the company – indirectly – in a story created to promote a product or a service, which may also appear indirectly. The technique may be utilized in a script that will originate a video to be hosted by the brand’s YouTube channel, or a digital influencer’s channel.
Regardless of the chosen technique, one thing is for sure: content must be produced according to the best practices of SEO. That means choosing the most appropriate keywords for articles and working them in a logical way, taking into account a publishing strategy that also considers the business’ goal. The SEO work allows, among other benefits, for the company to be easily found through Google’s search mechanism.