Although we have mentioned SEO a number of times, one should always write in the first instance for the benefit of end users, which are normally customers, prospects and suspects – and then to edit this copy with search engines in mind.
That being said, the first stage in the process is to think about keyword strategies relating to what potential customers might type into a search engine to look for products and services delivered by the client. Content does not just have to focus on a company or the products and services it sells.
It might also be beneficial to create articles relating to corporate social responsibility (CSR), environmental and workplace policies, associations with charities, and so on. Anything which implicitly enhances brand values and corporate positioning.
Another way to demonstrate thought leadership is to comment on news relevant to the industry in which a client operates – for instance, if there is some major new legislation coming into force that affects its customers, writing an article about its impact will demonstrate that a business understands the issues that are likely to affect their target audience.
Taking this further, a monthly newsletter summarising and commenting on industry news is a powerful tool of great potential benefit to customers, as well as providing SEO and social media benefits. That is why content, SEO and social media work best when delivered in unison.