“Content is king” isn’t exactly a new concept, but have you ever asked yourself the question of what it really means and how you can use quality content to optimize the performance of your website?
Fact is, content creation is essential to the growth of any business that wants to be successful online. Outstanding content will not only help attract website visitors or educate readers; it has the power to generate awareness for a brand.
In the following article, we will explain what quality content stands for, how to develop a content strategy, and how to produce content that your audience can’t wait to read while also debating what role all of this plays for Search Engine Optimization (SEO).
Quality content is so much more than just useful information that was presented in a relevant manner for an audience. Quality content inspires emotion and ultimately leads to engagement. Think back to when your parents used to read bedtime stories to you. Chances are, you hung onto every word.
But it was not just the story that mesmerized you; it was the perfect combination of topic, timing, presentation, and intention. It is no different when producing content for your digital content strategy.
What is a Good Content?
Content can be expressed using a variety of formats, but it all starts with a vision. Good content has the ability to define as well as reshape your audience’s experience and create a unique image for your brand.
When you develop a content strategy, you have to consider who your target audience is and how your content can educate them or guide them through a specific problem. Define a goal, determine which types of content you want to create, and then do your research.
Offering unique content does not just demonstrate your authority and knowledge. Eventually, it can transform potential prospects into customers or clients.
Focusing on what makes your content better or different, without throwing shade on the competition, should always take priority when managing content creation and publication. Keep in mind that quality content satisfies both your business needs and the target audience.
Even the best content needs an audience
Just because you produce high-quality content does not mean people will easily find it. The goal of content creation is that the right audience gets to see it. Without reaching your readers, you can’t teach them anything new, nor solve any problems.
Creating a strong digital content strategy is just as important as creating the content itself in the first place. The result of any online content strategy should be to produce evergreen content as well as increase traffic over time, and for that, understanding how to plan and execute the publication in your relevant channels is essential.
Below you will find a list of the most cost-effective sources to generate traffic and new leads by including links to your website or landing page:
#1 Blog posts and guest blogging
Starting a blog on your website to publish content does not just attract visitors, it also shows your knowledge and will help you gain authority within your field.
When you offer your writing skills to other website owners, you also have the chance to include a link back to your page.
#2 eBooks and case studies
Once you have produced a lot of content, you can merge it into an eBook that has the potential to attract even more visitors, and case studies are a great way to tell a successful customer story.
The popularity of infographics as a form of visual communication has risen dramatically in the past few years. They are a great way to visualize and organize data in a compelling way that makes the content easier to understand.
#4 Videos and podcasts
Producing a video can help capture attention, and ensure that audiences that enjoy listening over reading find your business online. Starting a podcast allows your users to listen to high-quality content no matter where they are or what they are doing.
#5 Email campaigns and newsletters
Placing an online form that enables readers to sign up for even more content on your website will help you ensure future traffic and build a long-lasting relationship.
Think like Google: Why Quality Content is so important for SEO
Before you start writing the first sentence of your content strategy, you need to understand why content is so crucial for SEO and how you can improve this natural symbiosis. Ask yourself the question, “What would Google do?”
Google’s algorithms have evolved over the years, and the company is continually making efforts to enhance its search results by providing adequate content for each query. Therefore, modern SEO begins and ends with producing quality content. Optimized content can drastically improve your visibility, and the right content strategy can catapult any website to the top of search engine rankings.
Content is ranked by how useful and relevant it is to a search query. Google desires quality, relevance, value, and content that aligns with your target audience’s search intent. It is going to rank your content according to the purpose it solves. If you offer well-written content that is both connected to what you do or the service you provide and is not available elsewhere, you will gain influence and momentum.
The strategic use of keywords and phrases is still essential, though. Attracting social validation is another important factor for your ranking.
People tend to engage with useful content through social media and like to share their findings if they are convinced of its quality. Last but not least, by producing content that people want to read, you will also gain the chance of backlinks from websites with high domain authority. Which in turn, is a reliable quality indicator for Google and other search engines.
Content writing with a purpose: How to optimize your content
Most companies optimize content to rank well in search engines. There is nothing wrong with that. In fact, as mentioned earlier, your ranking is vital for your business’s success.
But if you take away only one thing after reading this article, it should be that you have to make sure your content is optimized for search engines as well as humans.
Audience-centric content focuses on what your audiences want to hear rather than what you want to talk about. That’s easier said than done because multiple factors are at play here.
First of all, as discouraging as it might sound, you can’t make everyone happy. Offering valuable, well-written content that serves a purpose is not easy, but performing keyword research to determine relevant topics can help you to be found in search engines and connect with your audience at the same time.
Bear in mind that online users are prone to sensory overload and that the attention span for consuming content is usually very short. The text format needs to be broken down in small chunks to help people read and understand it.
Well-structured content will be rewarded with a strong search ranking position and high click-through rates. Shareable assets like videos, pictures, or infographics that people want to link to from their websites or embed in a social media post help you gain additional attention.
Furthermore, make sure to intertwine the keywords into the pages you are creating and use them for meta titles, meta descriptions, and your URLs. Once you have chosen your main topic and target keywords, stick to them to make sure you keep to the point.
To avoid over-using your main keywords, you can also replace them with alternative phrases, called Latent Semantic Indexing (LSI) keywords.
Including backlinks throughout your page that link to relevant and trustworthy resources can help search engines like Google to acknowledge your content as credible. Remember to revisit your content strategy plan to stay on top of the game.
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Author: Satyendra Singh