In an age where the Internet seems flooded with click-bait headlines and generic target-word-count writing, quality content can be hard to come by. Although the sheer quantity of writing deters many businesses – or individuals, for that matter – from producing and publishing their content online, Google and customers alike offer a much-needed balance to that fear.
This is because search-engine algorithms, and search-engine users, respond well to genuine, authoritative writing. Although Google’s AI bots work round the clock, time is precious to humans in the modern age, and we show as much joy at discovering great content as we do irritation at reading just another page-filling piece of writing.
Today, we’ll look at why quality content is important for both you and your business, and the role it should play across your website copy, social channels, blog content, and direct-marketing campaigns.
Quality content should be uniform across every part of your business. With the number of websites, blogs, and direct-marketing emails we see online every day, it’s clear when one aspect of a website or business has received immense focus, and the others have been neglected.
Ultimately, this can deter the majority of customers – and potential customers – from engaging with your business online. If you have beautifully written landing pages, but your blog and social media pages aren’t aligned to the same level of quality, it’s safe to say you’re limiting the potential of your reach online.
To ensure your content is the best it can be, consider the underlying message and values of your business. Use these to inform the style and tone of your content, and structure your website copy, blogs posts, social posts, and direct-marketing emails around this as well. Customers love to feel as though they’re engaging with a genuine person, and an authentic business.
The easiest way to turn customers away is to ignore one part of your digital strategy, and have them wondering which piece of content is truly reflective of who you are – and what you can offer.
Google and customers respond well to quality content
If you’ve researched the value of content or looked at how it relates to SEO, you’ve probably heard of Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) algorithm.
Essentially, this is how Google ranks your content and determines its value; do you demonstrate a deep understanding of the subject, are you clear and succinct in how you write, and is the information genuine, transparent in its message, and impartial?
While Google has an AI-algorithm to determine this, many of your customers will have a built-in subconscious gauge to the assess the value of your content as well. This reiterates the point we made at the beginning of this article, where in a digital world stuffed with filler content and fluff pieces, content which is clear, to-the-point, and approachable for your specific audience is the key to keeping them on your page – and giving them good reason to return.
If we look at these two factors together – Google’s E-A-T and your website visitors – it helps illustrate the value of quality content: the former ensures searchers discover your page, while the latter encourages to keep them there and return.
Looking to boost your content value? Media Giant can help
Our approach to content is to ensure the best result for you, your business, and your customers. We take the time to understand your business and the goals you’ve set for yourself, and use our web design, direct marketing, social, and content skills to their full potential.
Our success is found through seeing your business succeed online – our goal is to increase the number of people discovering your site, and to ensure they’re delighted in what they discover as well. If you’d like to learn more about any of our services, contact the team at Media Giant today. We’d be happy to talk about how we can help take your business to a new level of digital marketing success.