The Role of Metadata in a Content Strategy
Along with structure, it enables marketing content to scale up
Does your company also have a love-hate relationship with its web content?
I see this so often! When social media and SEO don’t pay off, marketing managers suddenly turn their eyes towards content. Because the profit of their paid ads reaches a plateau and SEO takes too long to produce results, they decide to give content a chance.
The way they approach it, though, it’s a clear indicator that their content efforts will soon fail too.
Without strategy, content eventually fails
Typically, when the marketing manager decides that the company needs content marketing, that means a blog. This happens almost overnight and there’s no strategy in place.
Someone in the marketing department starts creating content — a content writer, copywriter, or whoever has some time.
If there’s an SEO specialist around, a keyword list is made and all the content created from that moment on serves one of two purposes: to generate traffic or to raise awareness.
Content starts piling up and there’s no direction. This is the first predictor of…
