You’ve probably heard the phrase “content is king.” While much abused, because it can misleadingly suggest that any content is good, there is certainly a strong core of truth in it. Think about it. Your patients or customers are visiting your website for information, whether that’s information on a treatment, service, or product, or information on your business.
A website without information — without content — is stripped of its essence, its raison d’être.
Now Media Group’s content marketing strategy is designed to plug informational gaps in your site, to provide the content that your patients or customers are looking for.
A GOAL-ORIENTED STRATEGY
Good content should have purpose. There should be clear intent behind it. Ask yourself the following questions:
- What is the content written to achieve?
- Does it clearly communicate its purpose to the reader?
- Does the flow of the writing drive the reader to the ultimate objective?
By considering the product and the audience, we add strategic content — that is, pages that fill informational gaps on your site. The end result is better addressing the questions and concerns (what? why? how much?) patients have in mind when they visit your site for answers. You want your site to provide all the answers; otherwise, you’re forcing your patient or customer to visit a potential competitor. What’s the sense in that?
Quality Content
Search engines know what quality content is. They know if there are misspellings. They know if a sentence is awkwardly worded. Algorithms really have become that advanced. But, in truth, they don’t need all that technology to accurately assess the value added of your content. All they need to check is how your readers are responding to it.
If the content is poor, the reader is going to leave, an action tantamount to a vote against your site. It follows that quality content is that which best satisfies the demands of your patients and customers.
Now Media Group boasts of an in-house copywriting team composed of professional, degree-holding writers. They work with a self-imposed standard of excellence. Anything short of that would be heresy to their trade. Their specialty is in writing engaging, and educational material that really speaks to what your readers are looking for.
SEARCH ENGINE OPTIMIZED (SEO) CONTENT
Did you know that 94 percent of clicks on the search engine results page go to organic results? That is, 94 out of every 100 people who use Google look for the information they need in the organic results, and only six of those hundred people click on paid advertisements.
As you can see, it’s absolutely crucial that your website show up in the free, organic search results. And not just anywhere in those results: 68 percent of searchers click on the first three results (almost 50 percent click on the very first organic result). Achieving this prized real estate requires that your content be search engine optimized.
Each and every writer at Now Media Group is trained in SEO. This training is ongoing, as our search engine optimization team communicates new knowledge and new tactics to stay ahead of the curve.
Some of the factors we consider when optimizing your content include:
- Is the content targeting the specific reader your website is designed to acquire?
- Is the information in the content relevant, easy to dissect, and engaging?
- Is it easy for the reader to navigate to other relevant pages? Can that person easily find another page he or she may be interested in?
By fulfilling these and other criteria, we add engaging, strategic content your website that increases its value to the reader. By doing as such, we also increase its value to Google and other search engines, securing your online presence.
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