Our Content Strategy Philosophy: “Only as Good as the Hands It’s In”

I’m not much of a car guy at all. I get my oil changed, rotate the tires, and that’s about as far as my interest in automobiles goes. But, I do have a thing for the old Corvette Sting Rays of the mid-60’s. I’m not going to try to talk as if I know much about the cars, but there’s something in their design that makes me want one desperately.

Now, imagine putting this incredible car in the hands of a twelve year old, and telling him to take it out for a spin around the block. It starts to lose its luster, right? The car doesn’t have the same appeal – whether it comes back to you in on piece or not!

What Gives?

My point is: the car can only look as good as the hands that drive it. When you get a professional stunt driver inside the Corvette, it’s going to look like an entirely different car than it does in the hands of the twelve year old.

Well, the same is true of your content strategy. You can have a slick looking blog with frequent posts, but if you don’t have the backbone of experience and expertise to support it, your entire content strategy is going to fall limp.

Good Content Writing Is a Steroid

While we’re using analogies, let’s look at this one… good content writing works for your marketing strategy in the same way that a steroid works for the body.

Quality content writing amplifies sound marketing principles. The writing is merely a way of communicating the substance that is already a part of your company’s ethos.

Content writing does not function as a stand in for your marketing strategy. If you don’t have a concrete strategy, all of the blogging in the world isn’t going to do you any good. But, develop a robust strategy, and great writing can amplify it steroid-style!

Blogging For Your Business

Last week, we published an exclusive interview with Ian Lurie, internet marketing and SEO extraordinaire. In the interview, Ian shared the three things that he considers to be most important for SEO success:

  • Technical site visibility
  • Authority through smart marketing
  • Great content

Those three points might seem simple and basic, but consider this… Ian is an SEO expert, yet he doesn’t say “keyword optimization” or “density” is most important; he doesn’t say your PPC landing page has to have 85 man-hours behind it.

Rather, visibility, authority, and great content are what count! “Great content” doesn’t mean flooding the internet with blog posts on a daily basis. In fact, a weekly blog post – in conjunction with a great marketing strategy – can dominate the SERPs, and bring in serious conversions.

But, Wait! What About CEM?

Okay, so I know that this advice has to sound somewhat hypocritical to regular CEM blog readers. After all, we will publish 3-4 blog posts per day on our site. Well, since we’re a writing company, our blog is kind of like our living portfolio (see point number one here).

Assuming that you aren’t selling writing, you definitely don’t need to blog with that kind of frequency!

Back to the Corvette…

Let’s think of your marketing strategy as that Corvette. If you’re an SEO company or marketing agency, then you probably have the technical strategy down pat. You know your clients’ key terms; you know short- and long-term goals; you know when to post, and what to post.

However, the actual content writing might be the more… elusive… part of your content strategy. You need a driver to make your car look good because you know that your “car” can only look as good as the hands that drive it.

You might choose to hire a professional writing company, or you might choose to learn the tools of the trade yourself. If you’re going the second route, learn the Jedi ways.

Whichever choice you make, remember this: strong content writing will never make up for a lack of content strategy. Create your strategy first, and then find a professional writer to drive it home for you!

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Ben Richardson is a writer based in Nashville, TN. While he loves writing on a variety of subjects, he's our go-to on all things related to branding and the creative aspects of content marketing. Follow him on Twitter!

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