2. Central content on “Cornerstone” pages

[sami]

Every communication strategy is different and it is very difficult to give general advice. So here are just some general guidelines that might help you with your individual implementation.

1. Company presentation on the “website”
Basically, it is problematic to speak of a "website" or "static pages" or to differentiate between a "website" and an "editorial area". However, in my experience, it helps as an explanatory model and for understanding in many companies if you define static pages, so to speak, that form the basic framework of the company website. Such pages include the presentation of the company, the offer, the various sub-areas such as the team, etc. - in other words, the digital representation of the company. The sitemap naturally also includes formal content such as contact, legal information, data protection, and so on. There is naturally a wide range between the small website of an SME and the portal of a group of companies, between a more descriptive offer and a service presence with many different functions. It goes without saying that this content is of course not really static, but is also regularly checked and revised.

Evergreen content, guides, downloads and other valuable, lasting content twitter data belong on topic or "cornerstone" pages . They form the cornerstone of the content strategy and therefore do not disappear in the chronology of a constantly growing editorial area in which some content becomes obsolete over time. This benefits the user on the one hand and pleases the search engines on the other.

3. Editorial and current news in the blog
How this manifests itself and presents itself depends on your content strategy and the specific individual case. A corporate blog or magazine is more successful the more valuable the content is for the user. Structure, presentation, technology, usability and other factors play an important role here, but can also be suggested and planned for individual cases.

4. Interactive social networks
Content on social networks must fit the platform and usually focus on interaction. This naturally includes links and references to content on your own platform. It is very useful to publish more extensively on external platforms. One example of this is blogging directly on LinkedIn or Medium.com. Videos, for example, are often published on YouTube or Vimeo and then simply embedded on your own web space. On Facebook, too, you need content that takes place directly on the platform and generates value there. It is crucial to do this consciously, to back up all content and to always have a plan B in your pocket in case an offer is no longer available at some point.

[yadaysrdone]

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