The key to online success: Create compelling content

SEO and content marketing

SEO is a fundamental part of getting your business seen online. It involves the all the technical aspects of website HTML, site crawling and link building that help you get indexed and ranked in the search engine results pages (SERPs) - ranking 1st place on Google being the ultimate aim.

But it’s your online content that actually gets your site indexed, ranked accurately in the search results, and better seen online. Without quality, fresh and relevant content to continually index your website and build site authority, you won’t rank highly for the key search terms your business wants to be found for. Cue in content marketing.

What is content marketing?

According to the Content Marketing Institute:

content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

What this means is that by creating owned content and curating valuable and relevant content online, you’ll be able to attract and retain your target customers and influence their behaviours.

So, as well as being good for SEO – driving traffic to your website – content is also about the user experience when they get there, helping you effectively generate leads, engage target audiences and strengthen your brand identity.

Content marketing is an ongoing, holistic SEO approach to building online visibility and developing your brand.

How creating content creates online success

  • According to research from Content +, 60% of customers say they feel more positive about a brand after reading custom content on its site.
  • Consistently sharing informative, interesting and high-quality content will entice users to continue to read, click through and interact with your website. In the long-term, you’ll be building credibility for your company and strengthening your connection to your readers.
  • Content marketing is a brilliant way to use keywords strategically to boost your performance in the SERPs. Producing valuable content that your audience will want to read, will allow you to implement your target keywords in a more human and user-friendly way.
  • The better the content, the more likely users will want to share it and link back to it from their sites. Good authority back links are key to building SEO success.

Although 88% of B2B marketers use content marketing, only 32% have a documented content strategy (Forbes). Having a content strategy is important to consistently create quality content with your audiences’ interests in mind. Your strategy also needs to consider where these audiences will be and how the different channels – social media sites, your blog, content publishing platforms etc. – will affect the type of content you produce.