Guest Post: The Importance of Content in 2014 By Nick Bilava


    In the online marketing world, content creation and marketing seemed to be the focus of 2013. As 2014 has started, it’s been given even more attention. Content creation and marketing is often praised for its ability to help with search engine optimization (SEO) and overall online presence. While these things are true, there are some things to understand about content creation and marketing and how to use it to benefit your storage operation.

    Let’s start by taking a look at what content creation is. Most of the time, people refer to online articles or blog posts as content. While the written word is a big part of content, it certainly isn’t the only. Images and videos are two other common content sources that can be used to provide your audience with valuable information.

    One of the main things you might hear this year is that creating content through blogs or other sources is critical to search engine ranking. If you are looking to start writing blogs or creating other forms of content in 2014, it is important to understand that you will not succeed if this is your only focus.

    Your primary goal when writing or creating other types of content should be to provide something useful or entertaining. Remember, you are creating content for a human audience. The reason you want people to come to your website in the first place is to do business with you, right? If you get them there by only focusing on SEO and don’t have engaging content to back it up, they will likely leave your site before you can do business with them. In addition, search engines measure things, such as how much time is spent on your website, to determine how well your site fulfills the needs of site visitors. If site visitors leave your site immediately because your content isn’t engaging, this could hurt your site’s search rankings.

    So how should you go about creating a content strategy? Well, first, here are the things you shouldn’t do. Don’t force keywords into content over and over again to rank higher in search engines. This is referred to as keyword stuffing and is looked down upon by search engines. Also, don’t post just to post. As important as content marketing is in 2014, creating and marketing quality content is what is important. If you are simply creating content because you are supposed to, your content will lack quality.

    What you should do is create content that you feel is valuable and/or interesting to your audience. If you know someone looking for self-storage might be curious about how to protect items in severely cold temperatures, create content around that idea. Information like this will be appreciated by those who are trying to figure out the best way to store their belongings. This will build your credibility and help you attract new customers online.

    About Nick Bilava

    Content creation and marketing is and will be a very important part of being successful online. But it should be done with an audience in mind and used to help inform or entertain site visitors first and foremost. This is what brings in new customers and forms new relationships.

    Nick Bilava is the Director of Sales & Marketing for Nick has been an active member of the storage community for over seven years and can be found at various industry events throughout the nation. Nick’s goal at is to help storage operators market their business more efficiently and effectively. For more information, visit



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