Every business is working towards a strong online marketing plan to help drive customers towards their websites rather than going after customers. Different strategies work for different businesses and whether it’s paid online advertising, search engine optimization, inbound lead generation programs or social media marketing, the main goal is the same: To get in front of customers with a message. Experimenting with all these various online marketing techniques over some time will help determine the winning mix of just how much of each one needs to get their customers coming in however among all these variables is one fact that can’t easily be disputed: Content plays an important role in the online marketing process.

The rules for the race to get the top spot in search engine results for the best target keywords has changed. The game has become more competitive. A lot more competitive. How many businesses would rest once their website shows up in the number one spot or the among the first page results of a Google search? Few. The race is no longer to get to the first page or claim that top spot. The aim is to dominate the results on the first page or even the first few pages of search results. After all, how long can your website hold that podium position before someone else comes along and pushes you down? This is why SEO or one aspect alone can’t drive online success. Once you’re at the top, you need to fight to stay there and you need to fight daily.

This is where content comes in. Fresh content is generally given priority over older content so need to produce fresh content as often as possible is key to staying among the results for a targeted set of keywords. Little wonder how blogging has turned into such a powerful marketing tool in any social media marketing plan. Depending on how often the blog is updated, the process helps update the content consistently and search engines pick up on this, marking it as a valuable source of information. Turning out daily content around a strategic topic area while including certain keywords (without going out of context just for the sake of keywords) will gradually work towards a website ranking higher for those keywords. More importantly, the more useful content you can get out there and promote through sharing and social media, the wider a net you can cast so more visitors are likely to be directed towards your site.

1. Develop content around your business whether its blog posts, videos, presentations, pdf documents, white papers, articles etc
2. Do it daily if possible or as often as you can. The more frequent you can publish new content, the better.
3. Promote each piece of content as much as possible. Share it, bookmark it, list it on directories and sites, tweet it and get it out there
4. Dominate the search results for that topic

Consistency is the key. If you can generate content consistently, you can become more visible.