Professional marketers and business consultants love to use the phrase “content is king” because content is such a fundamentally important component to internet marketing. When you consider that online marketing tools including websites, social media channels, blogs, e-books, and email marketing campaigns all require content, you can certainly understand why it should be a key focus for a business owner.
Yet, we’ve all seen websites with typos, online articles loaded with search engine-friendly keywords but little substance, and blogs with uninspired or outdated posts. Unoriginal, poor quality or non-existent content doesn’t only deliver a bad impression to prospects and customers; it can also have a tremendously negative effect on your company’s search engine rankings.
If you’re like most business owners, this raises two important questions. What exactly is quality online content? And, how can you find time in a busy schedule to create it?
Creating Customer-Focused Content
First and foremost, content should be written with your customer in mind! Search engine results are without a doubt important, but well-written content can be both search engine and customer friendly at the same time!
Be especially careful of content farms and other dubious sources that sell large batches of “SEO” articles at very affordable prices. Most often, this content is plagiarized and of very little value to actual readers. Those who publish this content also often see a significant drop in their Google ranking thanks to recent algorithm updates.
Instead, it’s more important to focus on writing content that is useful and informative to your audience. It’s not just about strategically placed keyword and links. If you’re writing about topics that are interesting to your customers, most likely, the keywords will organically flow into your content. And, the benefits of writing for your customers instead of just for search engines will naturally produce more website visitors, inbound links, credibility, and ultimately sales.
Publish Content on a Regular Basis
An online community of customers can be very valuable to a business. It’s easier to connect and sell to those who follow your Facebook page, Twitter feed, blog or email newsletter. All of these forms of marketing require content that is regularly produced to keep this community engaged and interested. Yes, it’s a commitment to write a daily Facebook post or a weekly blog article — this is precisely how to build and retain a loyal following of repeat customers and brand advocates.
To keep it organized, consistent, and flowing, consider developing an editorial plan for your content that includes:
- The objective of your content
- Your market niche and target market
- Your message and voice (e.g. informative, conversational, friendly, authoritative)
- Where your content will be placed (websites, blogs, social media channels)
- A publishing schedule
Identify Your Content Resources
Let’s face it. Writing content is often at the bottom of the “to do” list. Because it doesn’t always deliver immediate ROI, it’s often placed on the back-burner. However, since there is real, measurable value in producing content, it’s important to either fit it into your schedule or find another source for providing it for you.
Yes, there are alternatives to sitting in front of your computer writing it yourself! Consider employees who enjoy writing or want to learn more about marketing. Or, choose a quality content provider who has some knowledge of your business and industry. A good writer can literally become a seamless addition to your business and a key ally to jump-starting your online marketing efforts.
With a little dedication and a strategic plan of action, you can leverage the significant benefits of online content. From improved search engine rankings to better communication with your customers and prospects, content is truly king! So, listen to those marketing experts and start getting your words out there!
This is a guest post from Julie Trade Levitch. She is the founder and CEO of SayCurrent, a content development company that provides content for businesses online marketing channels.
Image credit: Micah Taylor
This post With Online Content, Quality Counts! was first published on the Big Ideas Blog.