Creating a successful content strategy will take you a long way toward developing a successful website, but it is something that very few travel businesses pay enough attention to.
Businesses today need more than a brochure-type website to help them succeed. Great on-site content is important and helps businesses of all sizes. But, it’s not the Field of Dreams.
In addition to having excellent content on your website, it’s also important to have a great content marketing strategy that uses content to help drive a continuous flow of traffic to your site.
The center of your content marketing strategy is probably your own company’s blog, as it is for most businesses.
But if you’re just starting your content marketing program, zero people are visiting that blog on their own, regardless of how good the content there is
How can you build on content that’s already hitting the mark, attracting traffic, and converting?
Many brands are taking a new approach to proactive content management. They’re concerned not only with optimizing content that’s not performing, but with how to build on the best of their content marketing pursuits and breathe new life into their archives. Could developing an optimization strategy be the key to mining long-term success from the best your brand has to offer?
Businesses of all sizes are investing more time, resources, and money into content creation than ever before.
Almost every organization that I speak with understand the potential return on investment that great content can deliver, and yet disproportionately few companies are spending anywhere near enough focus on making existing content work harder toward current and changing business goals.
Adding evergreen content to your content marketing strategy has many benefits. While creating content frequently can be hard to sustain, creating evergreen content may be a better investment, especially for smaller businesses with fewer marketing resources, because it can drive traffic for a longer period of time without the need to write more frequently.