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Despite the unwillingness of some companies to invest in search engine optimization, most do agree that you need to have quality content on your website in order to be relevant in today’s market. It is one of the main criteria for which search engines rank domains, making having informative and relevant content a crucial factor if you want to rank higher on the SERPS.
Content comes in many forms, but the one we speak about here is written content, mainly blog posts and other articles. Featuring written content on your website is one of the most cost-efficient methods of inbound marketing you can employ.
So, is it enough to release an article every day and do results come rolling in overnight? Of course not. Simply throwing out articles like they’re going out of season won’t earn your business any favors; in fact, there are certain search engines that work against sites like these and will instead push them down the SERPS if they attempt this. What you need to do as a business is to produce original, high-quality content to help your brand establish itself online.
Experts agree quality content will continue to be king for quite some time.
But what does “high-quality” content entail? Well, it’s a pretty nebulous term. Unlike certain strategies in online marketing, there aren’t any strict metrics that written content needs to follow. However, the blog posts of companies that have been able to successfully rank high in search engines do share certain similarities and these factors have allowed the outfits to expand their online presence significantly. Here, we’re going to tackle what you need in order to put up good blog posts, what makes great content, as well as why you should even bother with all of this in the first place.
What is quality content?
As mentioned before, it is widely accepted in the digital marketing sector that content is king. To be more precise, quality content is king. It gives value to your target consumers, causing them to regularly visit your site. However, it should be noted that what you consider as quality content might not be their definition of quality content. Despite there being a subjective quality to what it is, it is agreed that there are certain guidelines you can follow that will allow you to produce relevant and impactful content that is for you, your target audience, and for search engines.
So, the first step to creating great content is to analyze your target audience and what their needs are. This doesn’t only apply to content writing, but also to other online marketing strategies that aim for increased traffic. The better companies know to whom they are marketing to, and they are able to construct their message in a way that speaks directly to their target market.
Finding out your target market’s needs and/or issue is a crucial part of your content strategy. Start your research from there so you won’t waste time creating content no one would be interested in. If you were able to figure out those two points and mold your content that will address those, whatever you create will resonate with the people who you want to reach and will bring them closer to your brand.
A good content writer knows that familiarity is key when writing for an audience.
Next, try to study the language your target audience uses. What kind of tone do they use when communicating? What kind of words do they use? This might seem to be a bit silly, but it’s been proven that people will prefer content that is relatable to them, making matching your target market’s tone a crucial factor in your content strategy. When you speak to the target audience using the words and the tone of voice that they relate to, they are more likely to respond positively to your content, rather than something that sounds foreign to them.
Another way to improve the quality of your content would be to ask for feedback. Let them speak to you directly about what they want to hear from you and what they don’t. Although there are some that are going to provide feedback even without prompting, most usually stay silent until you prod them. After you’ve found out what it is exactly they want, you then need to follow through and create content that they will find valuable. This is critical, as the best way to differentiate yourself from other companies is to give your audience the best value.
You provide value by being a resource. Be someone that your audience turns to when they want to know something. You also provide value by producing actionable content. Your writing should have the people be able to take action themselves. And of course, content with value is content that is original. Having unique content is imperative in providing value, as you want to write content that would stand out from the crowd and adds something new, instead of just repeating old news.
This doesn’t mean you shouldn’t repeat something that has already been covered. If it is a topic that has been discussed extensively, this just means you should put your own original spin on it. Let the personality of your brand shine through in what you write. This will, in a way, make you seem more human and approachable, as people will relate best to people.
Keys to writing great blog posts
Now you know what to do in order to provide value to your target audience. You now know what quality written content is. But should you be content with that? Of course not. Several things can still be done in order to spice up your blogs even further, and we lay them down here.
One of the things you can add is an attention-grabbing title. The title for your blog posts should be able to get the reader’s attention, and at the same time will tell the reader what your article is all about. Another thing to remember is that just because something grabs your attention, doesn’t mean it really grabbed your interest. Whenever possible, add in a benefit for the reader, something along the lines of “Why Your Company Needs High-Quality Content.”
Another thing you need to keep in mind with your blog posts is that they need to be as accurate as possible. Make sure you do the proper amount of research, and make sure your sources are up to date with the latest information possible. Readers will most likely never return if you were to tell them something wrong.
You also need to ensure your blog is updated regularly. Active pages will keep the target audience constantly engaged, which will then have the website perform better when it comes to ranking in search engines. At the very least, you should be able to update your blog with new content once a week, and some companies even prefer posting around two to three times a week, with some even doing so daily. You can decide what’s best for your audience and your business, but you should also stick to your decision, and remain consistent.
Why do you even need quality blog posts?
To put it simply, creating quality written content is one of the most cost-effective strategies that yield the most results. Having a blog is like giving your brand a voice. It makes your brand more relatable, giving you a way to openly communicate with your audience and the chance to develop a deeper connection with your target market. Companies are also able to tell their stories on a blog, and there is no better way to have your domain see a rise in rankings that to provide consistent, high-quality written content.