Ensuring your online visibility is very important, whether you sell products, you want to gain new customer or you’d like to increase brand recognition. There’s a reason why media websites that feature a lot of content have the highest Moz authority. They pump out quality content on a regular basis, which has a positive impact on their reputation and their traffic.
Marketers agree that content quality is of paramount importance for the execution of a successful digital strategy. In fact, 53 percent of marketers said in 2017 that blog post creation was their top advertising priority. The Content Marketing Institute reports that B2B content marketing has been adopted by nearly 90 percent of companies as of 2016. In 2017, the adoption rate increased even further.
A good content marketing strategy strives to find the balance between frequency of publishing and quality of content. Quality is defined in a couple of key ways. Good online content has to be:
- Niche and industry-specific
- Capable of answering actual questions that readers have
- Original and different from what the competition has to offer
- Well-written and engaging
- Sufficiently long to offer an in-depth explanation
- Accompanied by images and videos to boost the engagement level even further
- Properly formatted
- Properly optimized for multiple types of search (mobile, local, etc.)
Investing in such content or learning how to create it on your own may be a challenge, especially if you’re trying to establish your online reputation on a limited budget. Still, investing in better content for your blog or your website makes a lot of sense. Not only will you get a high return on investment, there are several additional perks that justify the focus on putting together a well-developed and tailored content creation strategy.
Content Is the Heart of Successful SEO
Most websites out there rely on search traffic for a large percentage of their visitors. The ways in which a website gets optimized have evolved through the years. One factor, however, remained a constant. This factor is quality content.
Quality blog posts, articles, texts and other types of content all form the backbone of a successful SEO strategy. Google has an algorithm aimed at determining the usefulness and relevance of a particular website for a search. Thus, niche and targeted content will be perceived as more useful than generic texts and it will rank higher.
Attempting to achieve good Google positioning can be determining factor for the success of an online endeavor. The most popular search engine gets 3.5 billion searches per day. Doing a Google search is typically the first thing that people opt for when looking for information online. Unless a website or a blog achieves a good positioning on the search engine results page, chances are that its visibility will be limited.
Beneficial and high-quality content, according to the Google criteria, has to be:
- Highly informative: written by an expert, supported by evidence and additional information in the form of backlinks, long enough to develop a topic thoroughly
- Better than what competing websites have to offer in terms of relevance and usefulness to the audience
- Engaging: content is engaging when it is well written, properly formatted and supported by visuals, videos, photo galleries, etc.
- Tailored to the needs of the specific audience: mass-produced, generic content isn’t going to cut it in today’s highly competitive digital world
All of these elements determine the value of your content as perceived by search engines. If you can meet the above requirements, chances are that you’ll achieve good positioning for keywords of preference. This way, you’ll benefit from a higher volume of search traffic and better visibility.
Quality Content Can Build a Loyal Audience
Search engines are focal to the success of a digital marketing strategy but they’re not the only element targeted via the creation of quality content.
Building a loyal audience is also needed for the long-term success of your blog. These are the people who will be coming to you time and time again when in need of information. A loyal audience is also very likely to be engaged and these people could even do some content promotion via social media.
Having a loyal audience isn’t an easy task.
We live in a world that’s characterized by all types of information available from multiple sources. People can easily choose between an array of websites that all focus on the same topic. Due to the plethora of information, internet users have become more educated and more discerning in terms of the sources they choose to trust.
Building loyalty is heavily dependent on the effort and time you invest in content creation. People are not going to visit your website if you do not provide something valuable, engaging or entertaining. Straightforward promotion or poorly conceived texts aren’t going to cut it.
To build audience loyalty, you will have to execute several steps. The most important ones include:
- Having a specific concept that’s evident right from the start
- Creating content on a regular basis and making sure that it fits inside the original theme
- Being transparent and consistent in terms of uploading regularly and giving your audience access to the right functionalities
- Being helpful and concerned about what the audience wants – if you notice that a certain topic is of interest and you haven’t discussed it yet, it would be a good idea to focus on it next time you upload a text or a video
- Using the right sources of information to build your authority
- Developing your unique voice and tone that differentiate you from the competition
The loyal audience will eventually form the bulk of your traffic if you meet the above-mentioned goals. Not only that, such people can also bring new traffic via referrals and recommendations.
Being Recognized by Others in the Field
The online habitat is living, breathing and constantly evolving. It has its own rules, major players, and dynamics.
Quality content can help you increase your visibility in yet another way. it will get you noticed by other industry representatives, influencers and content creators. This way, you can forge partnerships that will grow your authority even further and help you entice a crowd of relevant website visitors.
Your quality content will often be shared by influencers and others who focus on the same topic. To accomplish such a goal organically, however, you will need to improve both the quality and the originality of the things that you do. If nobody else has content similar to yours, chances are that the work you do will be spread by others (including the competition!).
Partnerships with influencers expose you to their audience. A new group of people could potentially find out who you are, what you do and why they should pay attention to the things you have to say.
Even if you have a reputable, popular business that’s doing well in the offline realm, you’re nobody online until you begin crafting your reputation. The only way to do that and achieve long-term results is to be consistent in terms of content quality and frequency of updates.
Additionally, partnerships with influencers and other industry reps can inspire you to enhance your content strategy even further in the future. You will get to learn what the respective audience wants if you’ve come close and whether you should consider at least some strategic modification.
High-Quality Content Can Help You Ensure the Long-Term Stability of Your Project
Every new beginning is risky. You have to invest a lot in establishing your market positions and you still don’t know if the audience will respond in a positive way.
Content creation is one of the most cost-efficient inbound marketing approaches. It is affordable and the return on investment will be much higher than in the case of employing other advertising techniques.
Thus, high-quality content can help you take on some of the big players in the field and get your own share of the market. It doesn’t really matter if you have a large corporation or a home-based business. Through quality content, you can get excellent results and surpass the popularity of bigger players who have been around for a longer period of time.
The more you invest in content, the more you invest in your reputation and industry authority.
Today’s consumer is looking for industry leaders to partner up with. Niche content builds your leadership position and the good news is that it can deliver particularly long-lasting results.
Do not hesitate to experiment with different content formats and types for your blog. The same applies to topics. Once you start building an audience, you can rely on Analytics results and metrics to determine if performance is good enough. This information will make it much easier to tailor your content to the needs of the particular audience and increase your visibility even further.
If you don’t know how to get started, it may also be a good idea to partner up with a professional in the niche. Good content enables the utilization of dozens of other inbound advertising approaches. This is why you have to start strong and as you gain more knowledge and your website improves, you will get to try out various other things aimed at boosting visibility even further.
About the Author
Meet Jack White who works at Essays.ScholarAdvisor under the department of PR. Jack who is an excellent writer today, started from the bottom and he has aspirations to carry on his success to the future.