January 23, 2023
The quality of a brand’s content can literally make or break its level of success. Content creation is directly tied to sales and growth, and is your key to attracting new customers and retaining your regulars.
Without content… you’ve got nothing: zip, zilch, zero. You can try every trick in the book, but at the end of the day, good content will supersede anything else you may use to lure in customers.
Why Good Content Creation Is Important
As we mentioned, without good content, you have diddly squat. And good content doesn’t just pop up out of nowhere. It takes a village (like ours!) to come up with sustainable, quality, creative content.
A faceless company is rarely preferred, and content in any form puts a face on yours. When your company has a face, people feel comfortable purchasing from you. Your content may provide answers that customers were searching for. Also, good content supports all other subsets of marketing.
More content users trust you as an expert in your field (and you’ll become one during the research and creation phases), which supplies more opportunities for SEO, establishes your brand, and offers you the opportunity for a higher market share. As long as your content is of good quality, there’s really no downside to posting plenty of it.
What kinds of content can you create?
Offering a variety of content types will help you to appeal to more of your audience base. If a potential customer doesn’t vibe with your social, maybe they’ll dig your videos. Or, perhaps your blogs will resonate with them. The options are plenty, but some of the more popular ones include:
- Build a library of images/videos showcasing your product or services
- Social media. We’ve all got it, use it to your advantage!
- Infographics
- Case studies
- Quizzes– People. Love. Quizzes.
- Lastly- blogs! We love blogs (and have a plethora for you to check out).
Write like a human, for a human– not the machine
One of the biggest tips is to write like a human, for a human. Don’t write for the machine. Remember that real people (just like you– right now!) are reading your content. Writing relatable content is fundamental. The reason why Jennifer Lawerence and Emma Stone try so hard to be relatable is because people (humans, not robots) like relatability. It works, time and time again.
Your content should be a good blend of reader-friendly and SEO-friendly. If you lean too far in either direction, you’re going to risk either not popping up in searches, or being unreadable, potentially causing high bounce rates. Creating and posting content regularly while maintaining your creativity and humanity will help you do what the bots could never do when it comes to Google’s algorithm.
Link internally
To link internally, simply link from one page on your own site to another page on your own site. Sensically, of course. Linking internally, like we did a few sections back is extremely beneficial. It’s considered a crucial practice for SEO and connects your content, offering Google great insight into the structure of your website.
If a post or page gets a lot of traffic, a signal is sent to Google that it’s an essential or high-value article or provides relevant and accurate information. This is true for both internal as well as external links. If you link to outside sources, (external linking) you’re taking readers away from your own site. Which, from a UX standpoint, is a big no-no.
A common issue we see is when a business will place review badges on their site and links to that site, essentially providing users with a shopping list of other brands to choose from. If you're doing this– remove those links today! You can still display your badge– just don't show users your competitor list, as they may see something more enticing on their site. And, you just shot yourself in the foot. Your goal is always for users to stay on your site for as long as possible, not lure them away. When in doubt– link it up (internally!)
You’ve done your due diligence. You’re ready to create more content.