Today, no matter what line of business you are in, content remains king. That said, for content marketing to be successful it must be much more strategic than piecing together some keywords that you imagine would be good for Google Search, along with copy that links these keyword themes.
Today, for content marketing to be successful, it must provide genuine value to the end user as Google now uses much more complex and intelligent algorithms to consider the weight it should give your content in terms of relevancy, value, and authenticity.
See, once upon a time, you could get away with listing out a few keywords at the bottom of each page and Google would pull your site to its front page for related search terms.
Today, however, with contextual search, Google will rank your content based on a number of factors; part of which will be engagement metrics – meaning, you MUST create valuable content around your keyword themes if you are wanting to show up in natural search.
Furthermore, writing to a contextual theme rather than specific keywords seems to help you along with Google rankings and makes sure your website delivers a good experience that creates a positive impression to its users.
Yet, the most important aspect for all this “content” is that it has a home and a structured delivery system.
This is where, for most people, WordPress comes into play.
WordPress is a content management system that is relatively easy to use (once you get to grips with its interface) and puts you in the empowered position to regularly add content to your website rather than relying on a development firm.
That said, as WordPress runs on “themes” you need to ensure you have a very good theme set up with a clean and efficient code. This is where things get a little more technical, and it’s wise to consider a company that specialises in WordPress development to take care of such integral aspects of your site.
Of course, it’s very simple to change aspects such as text and insert images, but when it comes to the background theme this uses CSS (stylesheets) that determine how the information is visually presented. This requires some knowledge.
Of course, you can leverage an existing template, but these tend to be rather restrictive and can quite easily break, or more accurately, they will not display the content as you wish due to the underlying code that you cannot change unless you are more experienced in terms of creating child themes and custom code.
In summary, WordPress is a very easy to use system for managing your website and ensuring you are easily able to upload content – but, you will require a decent theme to either be created or leveraged as an existing template. Perhaps, one of the best aspects about working with WordPress is the fact there are so many plug and play add-ons that can be used, for instance, MailChimp (for email marketing) or Yoast (for optimising your contents attractiveness to search engines).
Thus, WordPress provides a solid framework that is expandable as your requirements grow.