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The Marketing Impact of Content Strategy

The Marketing Impact of Content Strategy (Pi) PORTENT, INC. Vulnerability Social media Retention Outbound sales Brand perception Public relations Brand memory Inbound sales Conversion Rankings A smart content strategy helps you in social media. The audience will pass your content around, building influence for you, and creating a community of fans. Great content protects you from social media and PR crises, too, by building a relationship, so those fans are more likely to give you the benefit of the doubt. And yes, great content leads to many of the good things that improve your organic search rankings: Authority, easy classification and value 'signals' that search engines love to see. Ironically, focusing on keywords usually leads you away from these signals. Content impacts how people perceive your brand, too. Do they see you as high-end? A bargain? Helpful? Thrifty? What you say - and how you say it - establishes this message. And, great content is a huge factor in customer retention. Content = information and knowledge that attaches value to you and your brand. It de-commoditizes you, so customers are less likely to move on. Content = communications. It helps you with inbound and outbound sales as well as PR, by reinforcing messages and showing (or disproving) you can deliver on promises of quality, delivery or a connection with the customer. Content ensures your audience remembers you. If you provide that one piece of information that entertains, teaches or enlightens them, they're going to recall you far more readily than your competition. Content = conversion. How and what you communicate can clinch the deal or drive potential customers away. Sources: The deep, dark recesses of Portent CEO lan Lurie's fevered brain; Google analytics; Moz.com's 2013 Search Ranking Factors; many, uh, discussions among the Portent team. Read more about us at www.portent.com. Pester lan on Twitter at @portentint. Pester Portent on Twitter at @Portent. Copyright 2013, Portent, Inc.

The Marketing Impact of Content Strategy

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A smart content strategy helps you in social media. The audience will pass your content around.

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