Content is the biggest issue for every marketer on the planet. It's content that attracts the right audience and motivates them to desired actions. It's content that spurs sharing and return visits. Content can be many things including a game that you enjoy playing or an article that gets your blood boiling, a contest you can enter, a video or podcast that educates, or an image that inspires. Content can live on your website(s), in social media, or can be distributed through partners or networks. It can be as short as a few characters or as long as a feature film.
The production of good content takes planning, talent, and resources. It means the continual development of a point of view that resonates with your audience and then the evaluation of its impact against defined business goals. It takes editorial, copy, and design talent along with technical skills, analytical skills, project management, and production capabilities. It takes organizational commitment and resources.
In short, good content is hard to manage and continually refresh yet it is absolutely critical to your marketing success. The more you commit to it and plan for it the better off you will be.
Good content is both a driver and a destination in digital marketing. You can use it to deliver traffic to the destinations you want users to find or it can be the destination itself, acting as a lure to bring those valuable users, their eyeballs, and minutes, minds, and wallets to your digital door.
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.