Often, when writers talk about content optimization, they’re talking about stuffing web pages with keywords designed to boost SEO scores. At Quantified Communications, we use the term a little differently—more in the way an editor might discuss a manuscript. For us, content optimization refers to refining your communications—earnings calls, executive keynotes, website content—to ensure your message is specifically tailored to your core audience.
When we introduce people to our particular brand of content optimization, we find ourselves addressing similar questions and misconceptions over and over again. So, to clear the air, we’ve put together a list of the 3 myths we encounter most frequently about content optimization.
1. Content optimization is just general editing, without regard to audience.
We understand that the investors listening to an earnings call want to be approached differently than the job seekers reading your corporate messaging, and still differently from conference attendees listening to your CEO’s keynote presentation. When it’s done right, content optimization is designed to enhance the characteristics that are most important for your key audience.
2. Content Optimization is nothing more than checking for keywords.
Maybe it’s the SEO optimization that has spread this perception, or maybe it’s the basic sentiment analyses — the kind that label the phrase “curing cancer” as negative because of the word cancer. Thorough content optimization understands that a word’s meaning comes from its context as much as its dictionary definition. We take a holistic approach to your content, evaluating and refining not only individual words, but the phrases, sentences, and paragraphs that make up your communications.
3. If I ask someone else to help, they’ll try to change my message.
A good editor will never presume to know your business as well as you do. Content optimization does not aim to alter your message, but to ensure your audience will interpret it exactly as you want them to. A content optimizer’s job is to highlight points of confusion, sections that could be more persuasive, areas that could benefit from more storytelling, etc. Content optimization helps you refine the message you created.
More on content optimization from Quantified Communications.
To find out how Quantified Communications can help your organization better communicate with your key audiences by optimizing financial, executive, and corporate content, contact us at firstname.lastname@example.org.