Using date to create purposeful content — Chris Vitti // Knotch

Quotes

• “At Knotch, there are three things we try to focus on. That is the planning, measurement, and optimization of content.” - Chris“The biggest thing that I’ve observed is that every brand knows that content is important and they need to be producing lots of it and in great quality. The challenge that I see, across the board, is that brands jump right into it without much thought into the strategy.” - Chris “You need to decide where the demand is, for the content. If you are just creating content to create content, it’s not serving a great purpose for you.” - Chris “Invest in a content strategy but understand that your first piece of content is not going to be valuable. You need consistency, a position, and something that you will dedicate your resources into just like you would in paid advertising but it’s going to build in value over time and after 6 months, you should be seeing a meaningful return of your investments.” - Ben “When you’re thinking about creating a content asset, you need to do your homework first, that is, finding where the demand is.” - Ben “Look at the competitor’s website and try to understand what keywords they are ranking for, that you may not be thinking about currently. Often times, that can lead to a whole slew of additional keywords that may not have been part of your universe before but now can be part of your strategy going forwards and topics that you can write on.” - Chris “It’s important for the content writers to know the value of keyword strategy. It is something worth training for, internally because writers need to be invested in the success of the content they are writing on.” - Chris“There’s a partnership between the SEO team and the content writers that need to be nurtured to some extent that help writers understand why they need to do some of the things that SEO is suggesting.” - Chris  “In syndicating your content, look for a demographic match. It’s not a, “I’m a technical writer so I need to find some technical blogs”. You need to look where people who are interested in technology hang out so it can allow you to have a broader list of publishers who you can contact for content syndication.”   - Ben