Surely by now we’ve all heard that content is king, meaning that the more content you create, the better your website will rank in search results. However, with so much pressure to create fresh content on a consistent basis, some businesses end up creating content just for the sake of creating content. They’re not really thinking about how their content marketing will add value to their audience.
If you’re not getting the results that you want from your content marketing efforts, maybe you need to be more strategic with the types of content that you create and the topics addressed.
Here are 4 compelling reasons why we encourage you to really think about your content:
Did you know that 70 percent of consumers today research products and services on search engines before making a purchase decision? More often than not, consumers are typing actual questions that they have about products or services into search engines. Understanding this, Google has made some updates to its search algorithm to give preference in rankings to content that includes these longtail keywords.
So, as you build your content calendar, really think about topics and important questions that your audience wants addressed. Being intentional with this can help you to deliver more value to your audience as well as improve your online visibility.
With so much duplicate content floating around on the internet, you’ll never be able to distinguish your brand if you simply re-write existing content. If you want to stand out, consider offering your own take on a topic that is important to your target audience. Doing this will help your business to stand out, ultimately positioning you as a trusted authority in your industry.
Creating content that offers real value to your audience versus constantly writing a sales pitch will help you to earn trust with your customers. Of course, by addressing topics that are important to your customers and relevant to your products and services, you can use this content to indirectly promote your brand, too.
Identify what your customers pain points are and find a way to make their lives easier by sharing content such as “how to” tutorials or infographics that simply complex concepts can go a long way in adding value to your customers’ lives.
There are topics that will always be relevant to your customers, and being intentional with incorporating these timeless topics into your content marketing strategy will allow you to create evergreen content. Evergreen content is often responsible for driving the most traffic to your website, and it will continue to work for your business in the long run. Evergreen content can also be re-purposed, helping to alleviate some of the burden with creating fresh content.