You may have heard of the saying “Content is King”. It relates to the importance of good content to drive successful websites. The saying itself is over 24 years old but has become a common phrase in recent times due to the importance of content upon websites and the internet. Back in January 1996, Bill Gates wrote an essay titled “Content is King”, which was published on the Microsoft website. He starts by saying:
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
So, why is content king? It’s a subject we speak regularly about with clients so we have put pen to paper (or more appropriately fingers to keyboard) to detail five key points to explain why content is king?
Content is so good for Search Engine Optimisation
Good quality content on your website has a substantial impact on SEO and Google (search engine) ranking.
For example, new content published regularly (monthly for most of our clients), approximately 300-500 words, with links to other relevant content and keywords helps a website rank organically for relevant search terms and keywords.
A better or higher ranking shows your product/service/brand to more digital consumers searching for content in its chosen industry. Regularly added content that is unique and pertinent to prospective customer searching upon google will rank higher than old, generic and unspecific content that does not satisfy searcher intent.
So, to reiterate, your website’s content determines which keywords the pages on your website will rank for.
Quite simply good content increases engagement
It’s quite obvious when you think about it, if you see something of interest, you’re likely to have a look.
It’s surprising how few businesses create regular good content, whether in the form of a blog page update or social media post the content entices people to engage with your business or brand, often without them consciously being aware they are!
If the content is any good, users will stop to take a look, ‘drink in’ the content, comprehend the brand message and hopefully make a great comment, like or share the content. If the content is dull, unspecific, or worse; there isn’t actually any content there at all, then the prospective customer is on to the next post that is of interest or lost on an app or website somewhere else. An active social media plan is key to enhancing engagement.
Create enquiries, generate sales and foster brand advocates.
Put simply, good quality content generates authority and awareness in your business in a competitive market, which has the potential to create new leads and increase sales as more consumers become aware of your business.
Good content is generally a ‘soft’ sell, a chance to generate content to position you as industry experts. Don’t overloaded with your product or service references, create content that gives consumers the chance to be informed about a particular solution and become engaged with your brand, without a transparent sales message being rammed down their throats.
Overloading content with your company product and services will inevitably result in a negative effect on their relationship with your brand. Conversely good editorial helps to develop, build trust and establish strong relationship as they progress from customer to championing your brand.
Maximise value in your product or service
Unbiased content that is well written/produced and provides insight and education into a subject or solution will be well regarded by your target audience.
The content should teach them something new or help to solve a problem, this in turn will add value to your product or service. The link between content and product or service value isn’t always a tangible one, never the less, the indirect association between the content and perception of your products/business is of great importance and value.
Whether a blog post, video or web-based presentation, the content of it can be instrumental to the relationship between your brand and its consumers.
Increases your website activity
By regularly putting good quality content upon your website, you are giving customers a reason to come back and engage.
Good content on a blog page provides your site with valuable SEO benefits as discussed above, but also makes the site more engaging, increases visit times and helps to make your site look alive!
A website with little content and no blog page will have higher bounce rates than one with a blog full of interesting and engaging content.
Do you need help with your content?
Here at Time54 we’re content specialists, especially within the Buildings and Interiors sectors. We know exactly what content works and how to craft it. We can also help with creating a content schedule to help you realise your business goals.
Talk us to today if you are looking for ideas with your content. You can reach us by telephone on 01606 351 033 or email us directly.