Brand Marketing Strategy
Expand Your Brand Content
After you’ve envisioned your brand marketing strategy by plotting a series of newsworthy stories on your calendar, you can move a step further by expanding your web content in various directions to give your sitemap much more depth. Search engines love sites with hundreds of pages of deep valuable content. They keep updating their algorithms to favor such sites while pushing thin content sites down the rankings. Avoid expanding too quickly for the sake of quantity so that the search engines don’t write you off as a spammer. Instead, grow productively and thoughtfully with quality content.
One way to expand your web content is to provide deeper details of items you’ve already written about. Let your sitemap guide you as an overall outline for your website. Not every page needs to be linked to the “master sitemap,” which can provide links to sections that have more thorough indexes. The architecture of your website should be set up so that each broad section has its own folder. Within these folders are subfolders for deep links to pages that house more detailed content. Think of your website as a tree that never dies. Its root is the main directory, which encompasses different sections, including a sitemap, which also links to various sections, which lead to deeper links.
Try not to get too scientific about SEO since it’s never been an exact science and its guidelines keep changing through search engine updates. One thing that has been consistent through all these changes has been search engines reward high quantity sites with high quality pages while almost every other type of website has been punished somewhere along the way. High quantity/low quality doesn’t work and neither will a five page website of any quality compete well with a high quantity/high quality site. Quality is measured by the information you provide that can be objectively determined as useful information to online users. Sites like Google know exactly what types of information are in demand.
Ideas for Unique Content
Unique content can be easily created through uniqueness on perspectives, exclusive data, product demonstration tips, historical facts and customer reviews. Videos have become very important to many industries now that YouTube has become a vast library of free video content. By creating educational videos, even with bare minimum quality video equipment, you can engage viewers and offer transcriptions at the same time that double the impact in search engines. Make a point to capture footage of any public events or interviews that you do and then use them to link with various angles of the same topic in your blogs and articles.
Your brand marketing strategy will naturally manifest from expanded content that’s meaningful to your followers. Focus some of your videos, blogs and articles on company personalities who can share the brand narrative to the online community. Let people become familiar with humans who work for your company by offering details to their backgrounds, which fosters familiarity, giving customers a more personalized feel of your business.
Give Industry Commentary
Let your most knowledgeable and articulate experts have a voice on your site. If you’re a one person company don’t be afraid to share your personality with the world, which can make your brand more human and memorable. Comment about your industry’s past, present and future. Discuss the industry’s strengths and weaknesses. By providing a timeline of your industry’s development, you can educate your customers and gain trust in many ways, especially if no one else is doing it. Crystalize your brand marketing strategy by researching unanswered questions in your industry and offer new ideas.
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Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.
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