Content Marketing. Blogs. Articles. E-books. It seems that each website now has a corresponding blog or article feed designed to inform website visitors and increase traffic at the same time.
This approach, while valuable, is not always undertaken correctly. Many times, a website’s blog is simply a repetition of every other blog on the same topic or it’s a sorry attempt at making the magical 500-word count with no research, thought, or outline.
This lack of effort, while great for quantity, may not pay off in the long run for a website that’s looking to boost its traffic and search engine ranking. Quality written content is valuable for the success of a brand’s digital marketing approach. Let’s break down the reasons why this matters.
Quality Over Quantity
Often, it seems more important that the brand has a high word count on their website. Ostensibly, this would boost the website’s SEO ranking and quality score, but often the higher word counts don’t actually help much. Sometimes you are in need of an SEO expert or agency.
What matters is relevancy and information. Is the content on the website solving a problem? Educating users on what they need to know in a way they can’t find elsewhere? Is the content “evergreen” and useful no matter if it’s a bit older?
These are questions that should always be asked when undertaking a content marketing strategy. Content that organically ranks high on search engines is evergreen and informative and contains useful information instead of just a bunch of words with no substance.
Using the Right Words
Obviously, using the right keywords is vital for boosting SEO and helping the website increase traffic and search engine visibility. However, over-stuffing keywords into the content of an article can also be detrimental, lowering the quality score that search engines assign to websites as they determine their organic ranking.
Finding the right mix of long and short-tail keywords as well as the optimal frequency of use can help boost a website’s quality and SEO ranking over time. This may take some tweaking and testing over time, so pay attention to spikes in traffic and what they can be attributed to as the content marketing strategy is implemented.
Coming Up with the Right Topics
Doing a bit of research can work in the writer’s favor. Do a quick search for topics relevant to the business or the products/services it offers. Search for keywords that are planned to be included in the blogs. Is there a lack of information on a certain topic?
Let’s say that a local landscaping company is looking to boost website traffic. This, the company hopes, will help increase customer leads if the business can be a source of information for locals looking to improve their home landscaping.
The person in charge of marketing could do searches for topics such as “landscaping tips in Chicago” (or wherever the business is located) or “winter weather lawn care”. If there is a lack of information relevant to these searches, or if the information that is available is outdated or lacking, this is a great opportunity to fill that need with a new blog addressing the topic.
When paired with a dynamic marketing strategy, content can be a valuable tool for increasing a brand’s credibility and visibility on multiple platforms. Valuable, evergreen content is always useful, and quality is key for the ongoing success of any written content.
Ronn Torossian is the CEO and Founder of 5WPR. 5W Public Relations is headquartered in New York City.