Current Issues in Marketing Strategy

Speak to any SEO expert and they will tell you 'content is king' and with so much emphasis on content there are now companies that specialise in pumping out thousands of pages of content a week, not concentrating on quality, but rather sheer quantity.

Today I want to discuss why quality is the key component to becoming the king, using and example out of the Yarra Valley where an independent tourism website is aiming to take on the plethora of national based tourism sites like Total Travel, About Australia etc.

Do The Yarra Valley is a privately operated website established in November 2009 by Jonathan Ingram and his partner Michael Chanter both ex carsales.com.au. Their passion for the Yarra Valley has seen them spend countless hours filming and documenting the regions attractions, markets, local events and even local characters.Their site has quality information which is regularly updated and has one of the largest collections of HD video content that I’ve seen on any website, let alone a regional tourism website. The site is growing every month as well with viewers impressed by the regularly updated content and videos. This increased traffic combined with a very well SEO’d site means it shouldn’t be too long before they are sitting level with the local websites and also outranking the national based directories that actually provide little current information on the Yarra Valley.

The quality of the site’s video content is also making a splash in the region with the site’s videos featured on Lake Mountain Resort’s website and also the recently re-designed Marysville Tourism website. The videos will also be published on Experience the Yarra Valley which is a new site being developed by the local Regional Tourism Organisation.

The moral of the story is that for a website to succeed you have to have content that people will actually want to read & see. Update it regularly and cover a range of interesting but related topics. Pictures are important and HD video content will soon be the norm and while generic text content has allowed many sites to succeed to date, it’s the websites that are building high quality content across all mediums that will succeed in the future.