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BizReport : Blogs & Content archives : September 22, 2014

Top 3 tips to better optimize branded content

There are many ways marketers can optimize their content. However, understanding consumer demand, identifying efficient channels, and diversifying content type are the three most fundamental things marketers should do before all else, according to one expert. Here is why:

by Kristina Knight

First, understanding consumer demand.

"Consumers today expect to receive the right content, for the right topic, at the right time. Marketers need to asses the type of content their audience is most interested in consuming before creating and publishing content," said Jim Yu, Founder, ,a href="">BrightEdge.

Second, identifying the channels that drive the most traffic.

"Great content is consumed, measured and shared at scale. It doesn't matter how great your content is if no one ever see it," said Yu. "Understand what type of content converts well for your business and vertical, whether that be search, social, mobile and/or local. This will in turn help you identify the most effective channels for your content and allow you to focus your energy and resources accordingly."

Third, diversifying the brand's content.

"Incorporating a mix of content mediums will increase the ranking of your content, which will in turn effectively boost traffic to your website. Whether it's images, video, white papers or other types of content, diversifying your content is one of the easiest and cost-effective actions marketers can take to proactively impact the performance of their content," said Yu.

Image via Shutterstock

Tags: BrightEdge, content strategy, content tips, online content

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  • Clear and concise, Kristina. I like it!

    I'd add a critical fourth point: Use media partners to distribute across channels. Many other bloggers, Youtubers, podcasters, even TV shows and events already command your target audience. Get their help putting your content out there, if not helping creating it for you. Media-side folks are often in a much more powerful position to get branded consumed, than are the brands themselves.



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