The creation, curation and distribution of engaging, valuable content drives inbound traffic and is the key to any successful integrated campaign. In fact, meaningful marketing is impossible without an effective content strategy. With video now playing an important role in SEO and users preferring video to more traditional forms of content, we’re not at all surprised to see more businesses investing in video content to get their messages across.
Customers are attracted and retained by relevant, consistent content that meets a need (informs and educates) and is interesting (entertains). A study by Roper Public Affairs shows 80% of people prefer to get information from content rather than ads, and 70% say great content makes them feel closer to the brand.
OF UX IN 2016
The recent publication of Google Search Quality Testing guidelines provided valuable insight into Google’s shifting definition of quality search results. What is unusual about this is how candid Google have been about these factors…