Content is Your Software, Inventory and Property

As a developer of apps, you may not place a lot of attention on content development.  Still, content is very important and the aim here is to maximize the effectiveness of what you do produce. Treat your content as if it is your inventory, your real – intellectual, property. Newspapers do. Hollywood does. Your content plays a significant role in your business, it is to you what Windows is to Microsoft. It is that important.

1. Record everything. Keep a central file of all of your content and periodically make backups of it. Keep every article you write, every brochure you make, every newsletter, keep everything on record for potential future use and re-use.

2. Store your back-ups in a different physical location than your computer. If you lose your computer, or your site gets hacked, you have a backup and can restore it all a lot faster than reproducing it from scratch.

3. Assign a version to your content even if it is a time stamp so you know the most recent version. This also factors into content cycles.

4. If you run a blog or newsletter, regulate your publishing schedule according to your content production. It is better to be conservative with your official schedule and provide “extras” to exceed expectations than to be ambitious and not meet your reader’s expectations.

5. Actively seek out guest article opportunities on other sites for the sake of backlinks. Welcome guest articles.. Give them credits, give them nice backlinks, make others want to be published by you. This helps your content production, it also helps cultivate authority alliances which are useful in other marketing activities.

6. Make sure you are using Google Analytics on your web site. Google Analytics make it much easier to track the performance of each page. You want to use these metrics to prioritize content improvement.

7. Content Cycles. A more complex point. Pages that are regularly updated perform better with search engines (especially Google) than pages that are not. Some pages are very important to your business and deserve frequent, periodic improvement – perhaps weekly or monthly, possibly according to defined sample groups. Other pages might be updated every 3 or 6 months, some only once per year.

8. Content or Page performance should be measured in relation to desired outcomes — things you want your visitors/customers to do when they reach that page. This may be registering as a member, signing up for a newsletter, buying something, providing you feedback/comments, sharing your page to others in their social network, etc. Desired outcomes should be prioritized, too – relative to their value to your business. A/B and multivariate testing can go a long ways to optimizing your site performance.

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Project Manager at the Opera Mobile Store providing Sales-Marketing support. Content development and research.

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