Search engine optimization (SEO) is an essential component of content strategy. If audiences can't easily find or discover your content through search, its value and usefulness is diminished. We need to understand the words our audiences associate with our content so that we can cater to their search habits with relevant keywords. This is a fundamental task for SEO. However, … [Read more...] about On-Brand SEO Keywords for Meaningful Search
audience
Web User Experience Starts Here (And So Does Your Content)
There's more than one doorway to our websites. People come in through the garage, basement, window, chimney — well, you get the picture. Colleges are learning that their website user experience doesn't always start on their homepage. Sometimes the first web content people see is a blog post or a student handbook PDF or an inquiry form. Or is it? Actually, the user … [Read more...] about Web User Experience Starts Here (And So Does Your Content)
Why Should We Care About Your Twitter Account?
One of the things we've learned about managing social media is that the sooner you begin planning your social media content strategy by asking "why?" the better off your plan will be in the long run. But while we may have done a good job of answering the "why?" question internally, have we done a good job of answering our audience's "why?" question: Why should I follow you? … [Read more...] about Why Should We Care About Your Twitter Account?
Stakeholder Support Is Key for Content Strategy Success
Content strategy depends on strong stakeholder relationships. You need stakeholders not only to help inform your content strategy but also to help implement and maintain it. Without involving stakeholders in the planning process and prioritizing their needs, competing objectives will compromise success. Meghan Casey of Brain Traffic offers great tips for gaining stakeholder … [Read more...] about Stakeholder Support Is Key for Content Strategy Success
The Bounce Rate Myth
For advanced web analytics users, bounce rate is quite possibly the most popular stand-alone metric — analytics evangelist Avinash Kaushik suggests it’s the sexiest web metric ever. It's certainly at the top of my list. Google defines bounce rate as "the percentage of single-page visits or visits in which the person left your site from the entrance (landing) … [Read more...] about The Bounce Rate Myth