An article published in the Content Marketing Institute (CMI) magazine, a how-to magazine of content marketing, provides readers with content optimization advice from Brainrider general manager, Scott Armstrong. The interview discusses several concepts that Armstrong believes to be important for optimizing marketing content.
According to Armstrong, the first step to creating a new piece of content marketing is to ask the question “What do my customers want to know, and am I creating content that answers their questions?” He claims this question helps to recognize and narrow down clients’ needs, obstacles, and what information they want delivered.
The article includes three specific points of advice that Armstrong believes to be crucial for content optimization: findability, value, and relevance. By findability, Armstrong refers to the ease with which people can find the content based on the strength of descriptions, meta descriptions, and keywords. Relevance, according to Armstrong, is the impact the content has on the target audience and the use of keywords that reflect the clients’ goals. Value refers to the number of times a piece of content is shared among platforms and customers, as well as the number of times the content is viewed.
This interview with Scott Armstrong was published to educate readers on the most effective ways to optimize content and measure conversion, claims CMI. According to CMI, many content marketers have difficulty determining the effects of their work; Armstrong’s advice provides information that can point people in the right direction.