Businesses are investing heavily in content, with B2B brands
investing 28% of their overall marketing spend towards content
marketing, with B2C brands investing an even bigger 32%.

This is serious investment that needs to be utilised in the best
possible way.

In my experience, businesses tend to house the large part of their content on a blog, as this is the easiest platform for getting content live on a website. But such is the focus on getting the highest quality content possible that no one asks whether a blog is even the best place to publish it. Despite the substantial investment, businesses are diluting the value of their content through poor implementation.

Why blogs aren't always the best place to publish content

Blogs can be a great place to house certain types of content, but this mainly applies to time sensitive and news related content which won't be the type of evergreen, useful content that firms are likely to have invested in.

The problem with putting an evergreen piece of useful content on a blog is that as soon as it falls off the first page, it will rarely be seen by visitors to your site outside of the odd long tail visit you get through Google. To get the most out of this kind of content, it needs to be implemented in such a way so that it is seen by customers at the point when they most likely to want to read it.

How evergreen content should be implemented?

This should start with the target audience: who is the content was written for and what is their typical customer journey? Where will they want to see this? Where will it be of most use? Great content should sit within a customer journey, not outside it.

You don't always need data to understand where this should be, sometimes just a bit of common sense is enough. If you've written a buyer's guide to mattresses, then it's not surprising that this should be accessible from the mattresses section (and mattress product pages) of your website as this is likely to be where users who want this kind of content will be when they need it.

This can be implemented in a number of ways, but the aim is the same with any method of implementation: if you are on a category or page where there is relevant, useful content that could be of use to many users, there needs to be a pathway into it to maximise its value.

From an SEO perspective, the association with relevant, informative content through interlinking and where it sits in the site structure will show Google that your site (and your core landing pages) have a much higher association with expert content, making your site offer more value than just a list of products or services that you're selling.

Of course there are lots of limitations that stop us from implementing content in this way (usually CMS restrictions). When this happens we tend to have to settle for solid interlinking between relevant content and core pages, but the ideal should always be to structure content where users are likely to see and digest it.

 

By Joe Griffiths Head of Digital Marketing at Blue Logic Digital

 

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