We won’t throw the content cliche at you again because, by now you probably have heard all about how important it is. The truth is, whether you are running social media profiles, blogs, websites or trying to optimize one of your channels better, you need content and the content needs to be great.
Content is what is indexed by search engines to ensure your site comes up when a user types a specific search query into a search engine. But as we have evolved deeper into a digital landscape, content is important because users are seeking information. And, you have to keep your users and customers happy to build a profitable business. Let’s take a look at how you can take your content from average to above average using some of the latest in best practice techniques.
Content And Visibility
Online users seek solutions to their problems, so they type in a search query. The first rule of great content marketing is understanding that it is a two way exchange. You provide value and educate your users, while they get to learn a bit more about your company. Writing for entrepreneur.com, Firas Kittaneh explains the relationship between visibility for people and visibility for search engines:
When you dip into the right platforms and have excellent, relevant content on each channel, you’ll ideally be seen by your target audience as well as recognized by search engines, which will drive more traffic to your web properties.
We decided to say expert this time because you are probably tired of reading “high quality”. Let’s look at the difference between content and expert content quickly. Expert content is created with the assistance of a subject matter expert; content is created by a writer or content creator. Because the content creator is not necessarily a subject matter expert, he or she cannot delve to the level required for the content to be considered expert. As you are also probably aware there is a wealth of superficial information out there, and if you want to compete in that arena you’ll probably also have to ward off a fair amount of competition.
If, however, you can create expert content, you will be one of very few providers out there and more likely to attract click throughs.
When creating content we need to find the balance between delivering something of real value, but which still communicates the brand’s message and isn’t targeted over the demograhic’s level of understanding. Mackenzie Fogelson explains it like this:
The expert stuff places a great deal of the content generation responsibility on the client. Your job is to act as a guide, facilitator, and editor so that you’re ensuring strategic alignment, brand integrity, and that the content actually gets created and connected to its intended audience.
It’s the expert (read: high quality) stuff that fosters customer retention and delivers that “pull” that keeps people coming back for more.
Content Creation And General Relevance
In much the same way that traditional PRs need to manipulate their content to appeal to editors, by making it newsworthy and relevant, expert content creators who want to get their users’ attention spans, should try and tie their content in with other relevant news and events. To stop your content from appearing random and completely self-serving, it needs to tie in with other events and goings-on in your area.
Make sure you read your industry news every day. If something happens, or there is an announcement that affects your business, you have an opportunity to create something that speaks for or against it. Internally generated news always runs the risk of being too self-centered, whereas content attached to current affairs and industry news are useful for readers.