Changes in the world of search engine optimization (SEO) mean that quality content is more important than ever. While keywords were once the major factor in getting high search engine rankings, today it is engaging, shareable content that is the name of the game.
If you have spent a great deal of time and resources creating content that contained as many keywords as possible, these changes may seem daunting. In truth, the shift to writing quality content is good news for businesses. Why? Because now you can focus on giving your customers what they really need instead of just trying to get noticed through the use of keywords.
So what is considered good content? It is content that communicates with customers and prospects. It brings people the information and advice that they need to succeed in their industry. It solves problems.
It connects, educates and inspires.
One thing good content is not is a sales pitch or an effort to get sales leads. Instead, it is valuable information that people and businesses need. When you consistently provide your target audience high-quality content you will come to be recognized as a thought leader – and ultimately someone who they will want to do business with. In other words, you will increase sales without selling.
Another benefit of great content is that it will encourage people to share your content and engage with you. And when this happens, your audience will grow even more.
Remember, good content:
Solves a problem.
- Every business faces problems. Your content helps to solve these problems. That helps you to become the go-to person or Thought Leader when people need answers.
- When people read your content, they want to weigh in. They may agree or disagree with you and want you to know why. They may have a follow-up question. You get the idea. And remember, the search engines love this type of back and forth.
- If a person is looking for information on a particular topic, he or she isn’t going to waste time on fluff pieces. Instead, your content will always be filled with credible and substantial information that isn’t available anywhere else.
- Once your target audience sees you as a thought leader, they will come back again and again so make sure you always have fresh content available. If you don’t, they will look for it somewhere else.
Finally, no matter how important the topic, no one is going to read your content if it puts them to sleep. A great story must keep a reader’s attention. And while it is admittedly tough to make certain products and services sound like great literature, you should try your best to make your content as interesting as possible.