What Is High Quality Content And Why Is It So Important?
- How does one fight through the online clutter and converse with consumers in an effective manner?
- How do we encourage brand loyalty?
- How do we achieve sales conversions?
What Is Content Marketing?
When consumers are interested in buying a product, they usually conduct some form of research. They either search formally on search engines like Google, for more specific information, or passively on social media platforms. Here they encounter more informal content. Content takes many forms, whether in written, video, or audio format, podcasts, e mails, infographics and the like.
In the past, marketers could ‘stuff’ their content with keywords that were attractive to search engines, because of their relevance to consumers. In this way companies could achieve good result in search engine rankings.
This “keyword stuffing” became ineffective when Google changed its algorithms to discourage the practice and improve the search experience for customers.
As social media platforms grew, consumers learnt to consume content in a different way, or more passively. Companies realised the need to change their approach by developing quality content which consumers found to be interesting, entertaining, relevant and hence shareable.
Search engine ranking algorithms now recognise and prioritise content that is identified as being most relevant to searchers and that addresses exactly what they are searching for.
The result of this is the need for companies to constantly generate excellent quality content, that is aimed at satisfying the needs of their target market. And most importantly, this needs to be done in a way that is not perceived to be invasive or insulting to people.
Content marketing is all about managing the process of generating high quality, relevant content and why specialist agencies like Sonous Digital exist. They spend an inordinate amount of time getting to know their client’s business and market trends, in order to be able to identify and generate meaningful high quality content
Why Is Quality Content So Vital?
In principle this is quite straight forward.
Very basically, without high quality content your company will not be ranked anywhere near the top of the search rankings by Google and other search engines.
When you are not positioned near the top of the search rankings, consumers are unlikely to end up at your website or social media platforms.
If visitors don’t end up on your platforms, you will be unable to interact with them onsite or to create potential relationships. Without this, you will not achieve good sales conversions which are the ultimate aim of most digital marketing strategies.
WHAT CONSTITUTES GREAT CONTENT?
One of the overall aims of any decent marketing strategy is to create a great ‘user experience’ for customers. This user experience should be consistent across all marketing platforms and consumer touchpoints. It extends to the content that you publish on your website and various social media platforms, where consumers most often interact with your company into today’s online world.
Great content is that which will reinforce brand loyalty amongst existing customers and also help to encourage new customers. It should always reflect the personality and values of the brand, as experienced on the ground.
It is content that will serve to interest and entertain, which answers questions that people might have of the brand in their minds and that solves relevant problems for them. It is content that people feel obligated or encouraged to share with others.
It should not be too intrusive. It should be honest. It should not talk down to people, it must converse with them.
At a most basic level, great content is content that achieves whatever goal was set for it in the first place, the most important being that it is recognised as being valuable by search engines and which therefore achieves a prominent position in search rankings.
SOURCES OF INFORMATION
The sources that you mine for potential information are determined by the content strategy and plan at a given time. These can be both internal and external.
Content can be required at regular intervals or intermittently, depending on the content plan, what type of content is required and the purpose it will serve. Sourcing quality content is challenging and often dependent on the motivation and willingness of others to assist.
There are a host of sources that a company can use to mine content and some ideas include:
- Internal content – content generated from within the organisation at corporate and department level, from appointed thought leaders and by staff.
- Social media and forums – content generated from customer feedback, interaction or even complaints and discussion on various forums
- Market research – new content or changes generated by the results of in-depth r