No doubt you’ve heard the old adage that “Content is King” but today it’s never been more important because Online Content dominates print content, and many of the world’s top SEO and web marketing experts still say that “content is king.”
So, why is this the case? Why after decades, no matter the medium, is content still the crux of good marketing?
Content is King Because it Builds Loyalty
Businesses aren’t built on first-time visitors. Companies like the Wall Street Journal don’t make their money from people picking up their papers for the first time. They make money from people who’ve read their content and then decided it was good enough that they either want to purchase again or get a subscription. If you and I had to get a new customer every time in order to get paid, who knows where we’d be if we’d still be in business at all.
Yet, many companies still approach their business that way. Instead of focusing on repeat visitors, they only focus on optimizing for search engines so they can get more new customers.
At the end of the day, however, the companies that are frequently publishing content are getting most of the traffic from repeat visitors who enjoy their content. Yes, search engines love them – but their businesses would be a fraction of what they are today if they didn’t have great content.
In order to be effective, your content has to be engaging, helpful, and relevant to your target audiences wants and needs as related to your industry.
Search Engines Feed Off of Content
For many years, Google and other search engines have worked towards pulling up better results that are more closely related to the users intent.
They want people who search on their engines to find the best content possible in relationship to what they’re looking for.
As search engines get smarter, businesses and marketers who focus primarily on marketing tactics rather than actual content will fade away. You’ve got to do both! Today, thriving businesses work the combination of strategy, tactics and all sorts of content!
Google has proven this repeatedly by continually downgrading the importance of low-quality links and upgrading the importance of usage statistics and other metrics to actually measure the content of a website. Google has even started to measure “User Experience Optimization” related to Google’s HEART Framework.
If you build your website around great content while having a decent understanding of basic SEO, your site will flourish. If you put all your attention on SEO and don’t pay much attention to your content, you’ll always be trying to stay one step ahead of the search engines.
Great Content Educate (Soft-Sells) Your Products and/or Services
Not only is good, solid content necessary for ultimate online exposure; it’s also a powerful additional tool that can sell your products and services for you on auto-pilot.
Having great quality content allows you to build a relationship with your readers; and ultimately, that relationship builds trust, which leads to sales.
In the long run, fresh content that can help your audience in some form or fashion is most likely to contribute to your overall marketing success online.
6 Ways to Apply This Information Now
- Create or update your Content Calendar (should be 12-18 months)
- Maybe it’s time for a content audit?
- Maybe it’s time o hire someone to write your content so that it gets DONE
- Visit our Facebook page and ask us a question
- Share this article on LinkedIn (or Your Favorite Social Media Site). Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.
- Leave a comment below. Let’s start a conversation about how to create your Content Calendar, distributing your content, etc…
Is your content bringing you new prospects and customers? Do you want help with creating and producing your content?
Not ready for a call, no worries, drop us a line at Contact@MusselwhiteMarketing.com today.
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