Every good online marketer knows that content is key to the success of websites. You may have already heard the term ‘content is king’ which was in use years before the internet made it’s first appearance. It was used by the print industry and is now something that both SEO practitioners and web marketers use to communicate the importance of content.
But before you can commit to the investment of creating and adding good content you need to find out the answers to two very important questions. Why is content so important for any website? Why is it that decades down the line, it’s still content that is at the centre of good marketing?
The Foundation of Customer Loyalty
Businesses don’t get established by first-time visitors. Big brands such as The Financial Times don’t make most of their income from people who pick up their papers for the very first time.
They are making their money from people who have already tried their content and discovered that they liked it enough to either buy it again or to sign up to a subscription. If they had to find a new customer every time they wanted to generate income, they wouldn’t have lasted long enough to establish themselves like they have.
Surprisingly, many website owners try to operate in this way. They try to bring in new clients and website visitors as opposed to focusing on their existing customers for repeat business.
The truth is, successful websites such as The Huffington Post and Mashable gain most of their traffic from repeat visitors. Although the search engines love their SEO and pages, their businesses would not be so well rooted without the repeat visitors who are looking for great content.
Search Engine Algorithms
Search engines such as Google continue to work on their search algorithms to find the best possible results. They want their users to find that great content to keep them keep coming back for more.
As search engines continue to improve, online marketers who put all their eggs into the marketing tactics basket rather than using content, will slowly be lost in the mass of other web content.
Google proves this by taking the focus off low-quality links and increasing the importance of usage metrics and other measurements that give feedback on how good the content of a website is.
By building great content on your website and using basic SEO, your site will continue to flourish. However, if you put all your focus on SEO and not on the content, then you’ll always be struggling to gain traction with the search engine results.
The Opportunity To Sell Big Ticket Items
A website with low quality content may enjoy an income from £0.20 clicks through AdSense, but those with high quality content will be able to sell products with far greater price tags.
It’s through having excellent content that you’re able to build a relationship and loyalty with your readers. It’s this relationship that makes it possible to sell more to your readers as they get to know you more and your credibility with them increases. Whether it’s your engineering products, your house moving service or hotel rooms, it all starts with having good quality content.
Over time, it’s content that is going to help you to succeed. Content that does not give value will be downgraded by both the search engines and people and fade away.
If you need help with creating regular and useful content on your website, you might want to hire me. I’ve written hundreds of thousands of words of content and have a good understanding of what works and what doesn’t.