CONTENT IS ADVERTISING, BUT … DOES YOUR CONTENT STINK?
Apologize for the rude title ‘Does Your Content Stink?’, but the point may just be valid. The subject of content is so incredibly important to your business this post ONLY means to ask you to think about whether or not your content is of any value to prospective leads. As business people, is it or is it not our job to convince prospective buyers that our products and services offer great value? The simple truth is that people do search the world wide web for what they want and/or need.
The definition of advertising is ‘an industry used to call the attention of the public to something, typically a product or service.’ And while it may or may not require the ‘creative marketing industry’ to create content for a business on the world wide web, content is the basis of bringing that public’s attention to a business and its’ product or a service on the world wide web.
On the web, where consumers have all the control, the demonstration of value by a business is everything. That demonstration stems from current useful authoritiative content! And so that content may just, assuming it is deemed by the lords of search to be good enough to rank, serve as advertising! And so, does your content stink?
HOW DOES GOOGLE SEE CONTENT ?
Did you know that Google places its greatest emphasis on content quality? Many will say that high ranking content stems from the number of back-links or various other easily gamed signals, but the fact is that when comparing your content to all of the competition Google’s algorithm seeks specific topics and content that has authority for them.
It means that when your pages are current authoritiative subject-specific sources of information they can deliver competitive search results … and qualified visitors. The ranking algorithm looks very specifically at the content on the page, and, depending on how competitive the subject is, up to 200 signals to draw its’ conclusion about the user experience with your page versus the competitions’ page.
Raw keyword repetition or vast numbers of back-links won’t take a business far, but good content will. Google wants to see pages that use words intelligently and logically — that support the queries searchers enter. Is this content the credible, accurate information necessary to satisfy a searcher … who might then come back and search again? It is, in fact, likely that falsely-linked pages are getting their butts kicked versus pages created based upon a delivery of high quality content! Remember the rule!: Google’s only goal is to deliver the experience that its’ searchers want.
THE EVEN GREATER POTENTIAL OF USEFUL CONTENT
Imagine the viral potential content has for your business as advertising when, for instance, a blog post:
- appears live on your website, demonstrating value for those qualified visitors;
- indexes high in the search engines for its various topic keywords;
- appears in social networks where it’s potentially visible to thousands;
- is sent out to an entire email database direct;
- is shared by recipients out to their social network connections;
- is bookmarked by many as a reference AND
- then finally it is linked to from other credible (not faked or unrelated) websites.
And there are so many questions answered in our typical ‘business day’ that would be useful to prospective new business leads. If we can find the time to publish them then our knowledge in the form of content has the potential to make someone somewhere searching for those very answers … a new client. If so if your content stinks … maybe it’s only for a lack of commitment to leverage the good answers we all have in our heads … as content advertising on the Internet.
AN ANSWER FOR CONTENT?
If you need help, let’s discuss a content and strategy. Kinetic Knowledge offers experienced copy writing and blogging services, so let’s discuss a program that fits your particular needs and budget today!