Gone are the days where a short blog post crammed full of keywords would help you rank highly on Google. For some time now it’s been all about quality content, and it’s now more important than ever to invest in your content marketing strategy. Here’s why…
1. Search engines love quality content
As a digital marketing agency, we naturally always have one eye on the search engines, hence this being number 1 on the list! Content increases a website’s authority in the eyes of search engines. The reason Google reigns supreme over other search engines is that it aims to provide the most relevant search results to the user; Google wants users to find what they’re looking for as quickly and easily as possible, and so it rewards sites that feature relevant, high-quality, digestible content. Basically, if users are likely to find your site useful and relevant, Google rewards that by making your site easier to find.
Plus, fresh content keeps search engines coming back to crawl your site: if you’re regularly updating your blog with new, high-quality content, the search engines will keep returning to read it, which can have a big impact on your rankings.
2. Customers love it too
Luckily, the move away from keyword-stuffing to get rankings means that it’s not about writing for either search engines or customers anymore. Instead, as mentioned above, if you’re creating content that customers want to consume, it’s likely that the search engines will like it too. That’s why as content marketers, our focus is on creating content that will genuinely interest, amuse, help and advise users.
Whether a potential customer lands on your home page, or happens to stumble upon one of your blog posts, your content should always provide value to the user and help to position you as a knowledgeable and authoritative voice in your field.
Your site should become a valuable and reliable resource for all things related to your industry: you want potential customers to see that you know what you’re talking about, as well as demonstrating that you understand your customer and their pain points, and can provide the expertise they need. Plus, content that genuinely interests and assists your audience will help build trust in you as a brand.
An added bonus is that if you’re creating quality content that other people find interesting or helpful, then it’s more likely to get shared, which increases your reach, and awareness of your brand.
Good content marketers create content which engages, entertains, and establishes a coherent brand voice that not only offers value, but creates a following too.
3. Great content gives you something to shout about
Unfortunately, content isn’t like the Field Of Dreams- you can build it, but it doesn’t guarantee they’re going to come. However, high-quality content does at least give you a reason to reach out to your audience: it’s a valuable asset to share and to talk about.
Your digital agency can employ an outreach strategy to engage relevant bloggers, the press, and influencers in your field and make them aware of the content you’re producing in the hope of increasing your reach and building valuable backlinks to your site.
You can also use social media to spread the word- share your content across Facebook, Twitter, Linked In, Instagram… use relevant hashtags to increase your chances of being discovered, interact with your customers, and get involved with conversations. And again, if you can get your social community sharing your content naturally, then even better!
4. Content is part of your sales pitch
Content isn’t just about brand awareness, it’s also an important part of your customer buying journey. Whether the user is a browser who comes across a blog post that creates a great first impression, or a potential buyer reading through your site before committing to a purchase, content is key to converting browsers into customers.
And it doesn’t stop there: quality content can help you retain customers too- think engaging email campaigns targeted to the customer with tailored news and offers, or a warm, entertaining social media presence to help inspire loyalty and keep you at the forefront of your customers’ minds.
Now is not the time to underestimate the importance of content marketing. Instead get in touch today to see how we can help you create a content marketing strategy that will stand you in good stead for the year ahead.