- deals with the planning aspect of managing content through its lifecycle and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunset of content
- Sunset: when content is no longer relevant and we need to pull it down from the website
- how an 1. Create original content
a. Should be relevant, high quality
b. Labor intensive
2. Curate content from other sources
a. Find good content and explain the relevance
b. content, which is basically locating good content from other publishers and publishing all or part of it with explanation to your audience about its relevance.
3. Purchase syndicated content
a. Only 10% because of expense
b. Content from a recognized source is republished - usually for a fee
shapes users experience with the brand
• How closely the elements of your ad campaign match what a person seems to be looking for.
• Your ads and keywords should directly relate to the content on your website, especially the ad's landing page. When people see your ad, they should be able to understand what kind of product, service, or other content they'll find on your site.
• To encourage you to create relevant ad campaigns that accurately represent your products or services, the Google Ads pricing system is partly based on relevance. A highly relevant ad, keyword list, and landing page is generally rewarded with a higher position on the page for potentially less money.
• Relevance is part of your Quality Score, a formula that Google uses to measure how useful your ad, keyword, and website are to a customer.
• Relevant ads tend to get higher Quality Scores.