Marketing And Developing Website Content

In marketing, most things are about content. Between content being in a brochure, billboard, social media, and the likes, it’s essentially turned into the company’s sales pitch, as long as it’s effective. And the best way to make content effective is through a strong content development plan.

With this type of plan, companies can reach a bigger audience with organic publicity, tailor their content for different audiences, establish trust and convert website visitors into loyal paying customers. And with a content plan, the content is going to be shareable, actionable, and well-written, which means the audience is going to be educated while spreading the word about the brand, in effect improving the marketing strategy and the company’s authoritative position on the market.

Strategically planning, organizing, creating, executing, and distributing content are all things in content development. On one side is the planning phase, where the company decides on when and how to distribute the content, and on the other is the creating phase, where the content is being created.

A balance between these two sides leads to a successful content development that has a streamlined process, ending up in growth for the company itself in both the short and long run.

As with many things in marketing, the first step is defining the goals for the content. The company should establish the value of the content, its target audience, the channels where the content is going to be shared, the interaction strategies for those channels, and define what makes the content different from the competitors’.

This step is closely followed by researching and learning about the target audience to find their interests, habits, and behaviors, as well as developing a content calendar where everything can be tracked.

Aside from creating the content itself, companies should strive to also create templates for the different types of content they will be creating and distributing, such as scripts, blog posts, infographics, etc, to make sure everything will be consistent with the company’s branding.

When creating the content, businesses should also collect information on their content’s performance and look to the competitors to see if there are any missing pieces that would be valuable for the audience, and fill that gap in knowledge.

Effective digital marketing is best defined through great SEO practices, such as indexed web content, consistent formatting, choosing the best keywords, keeping up with the ever-changing marketing and SEO trends, and creating authoritative and valuable content for the audience for search engines to prioritize.

To improve and benefit SEO, companies should also look for ways to develop some free content for the audience. Giving some helpful information for the audience means that those people will connect with the business even more, as they will see the company as an expert in the industry, expand the company’s network, and turn into loyal returning customers.

This can be done through newsletters, blog articles, video tutorials, e-books, infographics, and more.

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About Ronn Torossian

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.

Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.

Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.

Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.

A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities