The quality of content you post on your website is a significant factor on where you will rank in Google’s search results. With millions of articles published each day, your business needs to stand out from the crowd if you want a seat at the top.

As consumers, we have more control over the way we access information. Ad blockers allow us to avoid YouTube advertisements and annoying popups when we are halfway through a juicy article. The ability of the consumer to filter out advertising has shifted the way marketers reach customers to create brand awareness and trust.

Content marketing shifts the focus from typical forms of paid advertising such as TV or YouTube ads to new techniques that attract customers to your website organically. There are no subliminal messages or manipulation tactics that are used to lure customers with organic search traffic. No, save that for your paid advertising campaigns.  If you don’t know it already, I’m going to share with you the power of content marketing.

The secret to writing great content

The goal of creating content is to increase your organic search traffic from Google. The more content you have on your site, the better. In fact, content marketing is three times more effective than traditional marketing techniques. 

It’s no longer a battle between quality vs quantity. You need both. The customer needs a reason to engage with your brand. So, what’s the secret?

Knowledge.

Yes, it is that simple. By demonstrating your expertise and authority in your field it helps the customer establish a relationship and trust with your brand. Aim to create content that answers questions most relevant to your target audience. 

Make sure to optimise your content so when people click through to your website, that they are genuinely interested in what your company has to offer. Think of your blog as a library of information that helps guide and inform your customer before they commit to their final purchasing decision.

What is the best way to optimise your content?

Search Engine Optimisation (SEO) is the best way to ensure you’re creating relevant content – heck, it has optimisation in the title so it must be true. Right?

Like any trending buzzword, people include the term SEO into their offerings, when in reality, they have slim to no expertise in the field.

I’m going to share with you the basic principles of SEO so that you can start better optimising your content.

Research your competitors

Find out what other businesses in your field are doing, and do it better. An SEO expert can tell you what type of content your competitors are producing, how it is performing and how you can outrank them by filling content gaps.

One of the biggest problems I see with most businesses is that they are not specific enough with their content. Instead, they try to focus on appealing to a broader, more general audience with the mentality that the further they cast their net the more fish they will catch. Sure, you might attract a large number of people to your website, but how high quality are those leads?

Writing targeted content to fill the gaps in your niche is the best way to reel in the big fish. You will attract customers who are generally interested in what you have to offer, and because you have established yourself as an authority and thought leader, you will attract high-quality leads.

Understand your target market

If you don’t understand your customers, why do you deserve their business? Once you understand their needs, it will guide your content creation in the right direction. Knowing common problems your customers face is vital to educating and helping them.

It’s cheaper to retain a customer than acquire one. Creating relevant content helps establish brand loyalty with your customers, if you are consistently uploading educational articles it will keep your customers engaged with your brand.

How do you gain a customers trust? 

What do you do when you are interested in purchasing a product?

A Google search, and once the results pop up on our screen, we avoid any site with Ad next to it and choose the first organic search result.

As consumers, we place our trust in search engines to show us the way. As marketers, this means we need to gain Google’s trust before we reach the customer. 

Yes, there is an algorithm that determines how much Google trusts your website. Remember, search engines are business, and the service they are selling is to ensure that the websites being recommended are a relevant and high-quality source of information to the user. 

How do you gain Google’s trust?

There is no marketing technique more powerful than word of mouth advertising. Pay Google and Facebook ads as much as you want, but if people aren’t talking about your company, product or service, your strategy isn’t working.

You can claim that your company is THE BEST or has the most REVOLUTIONARY product. If you don’t have social proof, your words mean nothing. User reviews are critical because they provide feedback on their experience of the product or service.

The “wisdom of the crowd” is extremely effective at influencing human (and Google’s) behaviour. Don’t believe me? Have a nice cold glass of Kool-Aid.

Establishing authority with content

Acquiring a long list of positive reviews is not easy, especially for businesses that are starting out. Even if you’ve invented something as innovative as the next iPhone, if you have no visibility, you have no business.

The human race is hungry for information, with a never-ending thirst for knowledge, it is crucial to share your knowledge and expertise online. You need to stand out from the competition and add value to the customer.

If you are interested in learning more about content creation and SEO, please feel free to contact us and book in a free consultation with our marketing experts. Or you can check out our range of content and SEO packages.

Kendall King

With over 10+ years experiance Kendall is Velocity Hosts marketing and sales stratagist.

Degrees in Writing and a Masters of Research Kendall brings a vital edge to the (vh) team in 2020. With fresh ideas across a broad spectrum of businesses personas. Kendall has your business covered.