De contentanalye is cruciaal voor uw contentstrategie. Waarom immers teksten schrijven als u niet weet op welke keywords voor u het meeste potentiële resultaat zit? De gewenste zoekwoorden en termen zullen vervolgens in een latere fase van dit stappenplan (fase 3.2) op zorgvuldige wijze in uw website worden geïntegreerd. Maar in deze fase moet u niet alleen kijken naar zoekwoorden, het is raadzaam om ook de volledige content van de website te analyseren. Leest het prettig? Is de boodschap duidelijk? En voldoet het aan de verwachtingen van de bezoeker?
The practices and principles of ‘good’ content marketing, however, are here to stay, regardless of the definitions and even as content marketing – rightfully and obviously – continues to already be part of good, integrated and customer-centric marketing. We like the no-nonsense way in which expert Doug Kessler looks at the term, as you can see in the quote.
The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes. It’s also used for sales enablement, public relations, etc. Good programs involve multiple internal customers (customer service, sales, product marketing, brand management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[12]These problems made marketers find the digital ways for market development.
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