There can be no doubt that when it comes to successful search rankings content is king.
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Well written content is increasingly working its way to the forefront of all digital marketing strategies. It has become a crucial factor in securing better search engine rankings and can reap big rewards for your website.
The days of keyword stuffing and droning on and on to make a word count are over. Now the focus is on creating unique, high-quality and genuinely authentic content that is entertaining, useful and interesting for consumers as well as fully optimised.
Content is now so much more than just text and image. Audio, video, infographics, surveys, webinars and podcasts, really just about anything goes as long as it is shareable and relevant to your target audience.
Here are CEB Creative’s top 10 reasons why content will always be king:
1. It’s the foundation for SEO
Well written and unduplicated content on your website will have a positive impact on your search engine rankings. If you also have a defined keyword strategy and a clear on-page SEO process it’s a win-win! You should aim to produce pieces consisting of 300-500 words containing internal links to other related content. Make sure to use your focus keywords naturally throughout the copy.
As if that’s not enough higher rankings mean more visibility amongst your digital consumers searching for content in its industry. Second, consistently publishing high-quality content creates authority and this attracts the holy grail of SEO, high-quality backlinks.
2. Increase engagement
If your website is packed full of engaging and interesting content this is going to attract attention. It will help people engage with your brand, whether they realise it or not. Users will consume content in different ways but any piece of content that grabs their interest will generate the opportunity for you to interact with them. They will understand your brand message and perhaps even comment, like or share your piece of content. To further promote engagement and foster a relationship with consumers through content marketing, ensure all content is shared via your social media channels and make sharing easy.
3. Get more new business
If you are regularly producing good content then your exposure in the search engine results will increase. Good content is generally less “salesy” than advertorial. Produce content that is helpful and engaging instead of talking about your own products/services all the time. It gives consumers an opportunity to authentically engage with the brand without a shouty sales message ruining the mood!
4. Added value
If you can give your site visitors access to content that solves a problem in their everyday lives or teaches them something new, they will keep coming back for more. Although this type of engagement isn’t necessarily tangible and it doesn’t have a direct monetary value, it is invaluable to your business model and the relationship between your brand and consumers. Top tips (like these), how-to blog posts, instructional videos and webinars are all great ideas for content that simply adds value.
5. Increased traffic
We’ve touched on this already in the above tips but it is a direct benefit of having well written and interesting content on your website. There is still some more work to do once you have increased site visitors but this again links back to the content. Make sure your content includes things like Bucket Brigades (aka Grease Slides) and clear calls-to-action. You can then capitalise on the increased traffic and reap the rewards.
6. Thought leadership
If you great enough awesome content you will soon become a thought leader in your industry. Your industry peers will look to you as a resource, link to you, share your work. This will be a massive benefit to your business because people will actively seek you out, engage with you, like you, and trust you, which will naturally lead to them purchasing your products and services. This one is another win-win!
7. Speak Directly to Your Customers
Content gives you the opportunity to get in front of customers that you otherwise might not encounter. As a business owner, you’ve got a lot on your plate and often don’t have time for face-to-face networking. Creative content can provide the opportunity for engagement with new target markets and personas. How do you do this? You can start by creating videos and blog posts directly answering questions from your customers about topics that concern or interest them.
8. Content creates the site structure
In order to put a website together effectively and in a way that users are going to understand, you need a plan for site structure. If you haven’t decided on what content you are going to include on your site then the structure can’t be formed. A site without structure is a body without a skeleton, otherwise known as a right mess!
9. Content informs design
Everyone loves design and for many people, it becomes the sole focus when putting a website together. What most people don’t realise is content should always come first and inform the design. Design without content is like cooking without a recipe. You going to end up with something that looks ok on the surface but underneath it’s not fit for purpose.
10. Content is multi-purpose
From what we have learned so far it’s clear that creating high-value content certainly serves multiple purposes. It will turn you into an authority in your market, turn your readers into dedicated fans, and ultimately turn your business into a success. Take my advice and begin creating top-notch content sooner rather than later.
The truth is I could list more reasons why content is king, but I’ll save those for another post so you can continue browsing all of my great content! If you need help planning or producing some great content click the link below.