This article was first published in F&P Magazine
I don’t know where I was when I first heard the term “Content is King”, but it was around circa 2007 when I had already been a digital marketer for about 3-4 years. In recent years I’ve seen the expression expand into “If content is king then distribution is God almighty” – and Google is arguably the world’s largest distribution network.
I absolutely believe with every being of my soul that you, me, we, every brand and organisation needs to tell a great story if we are going to have true engagement with our supporters and donors. It is also true that our content can and should educate and inspire and enrage and urge people into action.
We live in a world where any intellectual dispute ends with the challenge, “Google it!” It is at this point that your content strategy needs to take on a scientific angle and invest in Search Engine Optimisation (SEO) strategies.
Because what your organisation wants to say and what enquiring minds type into Google when looking for the very same information, is different.
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