In the world of SEO it’s well understood that great content is the foundation of a successful campaign. There are bags full of frowned upon tricks that can help a brand shoot to the top of search rankings, which often result in short term success followed by the dreaded Google punishment but ensuring a long reign atop the Google hill rests heavily on the creation and implementation of strong content.
Now, strong content doesn’t just happen and isn’t achieved by appointing someone with strong literacy skills and attention to detail (although these attributes will definitely help you in the long run). Producing strong content not only allows search engines to crawl your site or platforms better helping your rankings based on relevance, but it can also staple you as a thought leader, or at the very least knowledgeable in your field, but you need to have something to say. Strong content will add something to the conversation, engage readers and prompt further interaction whether that be signing up to a news letter or sharing your content, it will ultimately drive higher conversion rates. So it’s all well and good that you have someone that can produce work that is clear, concise and free of spelling errors, but if your brand doesn’t have a voice and is simply rehashing information and ideas of another you may want to rethink your content.
We created a few pointers to help you on your journey to great content, if you get lost along the way, just remember if it’s not interesting, relevant or needed avoid publishing it. Hold off until you have something to produce worthy of your reader’s attention, they’ll thank you for it.
They don’t call them headliners for no reason
Think of the last live show you went to, there were likely opening acts that you may have paid attention to but chances are you didn’t. Why do we know this? Well because you were either too excited for what was to follow or arrived later to catch only what you were really interested in; the headliner. This should be no different in your content. Your headline needs to demand attention, we’re not suggesting you take an authoritative tone (although sometimes necessary) all the time; we’re merely communicating the importance of a brief one-liner that will capture you audiences attention. If your headline doesn’t say anything, no one will care. It’s also important to note that it’s critical not to give away too much in your headline; you want your audience to actually read your content. 80% of people will read headlines, only 20% will read content, make it count.
Find your calling
We’re not all the firemen and ballerinas we were sure we would be a long time ago but we’ve managed to work out what we’re passionate about and where our talents lie. The same should apply to any content produced by your business or brand. You might not be a brand that can send out quirky “memes” everyday (you know those terribly drawn yet hilarious viral images all over the internet) and get your message across to your consumers or audience. You might be better off providing “how to’s” which incorporate the use of your product or service, but whatever it is you do, do it and do it well. Whether you produce blogs, vlogs, or tips, own it. Relevance doesn’t solely lie in the content of the work but the presentation of the content as well.
Your audience or consumer expects things from you; content is definitely one of them. Make sure you’re continuously updating your website or platforms to reflect new and relevant content. In the digital world, what was interesting last month probably isn’t today. If you’ve done a good job with your content so far and your audience is turning to you for expertise or thoughts on a matter, if you’ve set your business apart with a strong voice in your market, make sure you‘re remaining consistent and constantly providing rich content for them to refer to.
Nobody likes a snob
So your website is amazing, your content is flawless and your audience and consumers alike can’t get enough, but are you accessible? After you’ve produced and published your great content (website, blog or other) can your consumers come back to you for additional information? Better yet, can they expect an answer? It’s important to produce knowledgeable information and relevant content but if your audience can’t in turn depend on you to shed more light on a subject you’re not doing anyone any favours and any future content you produce, amazing or not won’t matter. Great content refers to everything your brand or business will publish, if you provide contact information or the opportunity to get in contact with your brand to discuss information further either by email, live chat or other means, make sure you are actually accessible.
If you don’t have anything relevant to say, don’t say anything all
Remember the last time you had to sit through a presentation or talk that had absolutely nothing to do with you or anything you cared about? By producing poor content or quick bits of information you found on the Internet you are inflicting the same waste of time on your valued audience and consumers. The single most important take away from all of this is relevance. If you are not addressing something your audience cares about, they won’t read it. If your content isn’t relevant to what your audience is searching for, search engines will crawl your page and leave as quickly as they walked through your virtual door. You won’t see an improvement in your rankings or conversions. Period.
As we progress towards a much more digital era, content and content marketing will become increasingly more sought out and important. Get a good handle on it now; cement yourself as not only a credible source but also one of relevance and you’re well ahead of the game.