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What is good content and why is it important?

Over the last couple of years, the importance of good quality content has become really apparent. With Google changing its algorithm to favour helpful content and other search engines following suit, it’s important to make sure your content is up to scratch to maintain and even boost your ranking . 

What is good content?

Algorithms are constantly changing which can make identifying good content seem like a daunting task. But there are some key principles that don’t change. So here’s three questions to ask yourself to determine whether your content is good:

Is it relevant to your target audience?

The age old rule for marketing is ‘know your audience’ and the same goes for content. You need to make sure that the content you’ve created is relevant to the audience it’s for. Which is what the search engines are looking for – they’re delivering the most relevant content to their users. 

Even if the content is ultimately selling your product or service, you need to make sure that it adds value to the audience. 

Is it original?

There are billions of content pieces out there now so of course it is difficult to be completely original. But it is important to put your own spin on someone else’s idea to keep your content original. It’s also important to make sure that the exact same content hasn’t been posted elsewhere. This is especially important if working with AI platforms like Bard or ChatGP as these platforms mine the internet for answers to your questions. Always remember that whatever they produce, it won’t be original and it could be from out of date sources.

Search engines hate duplicate content so publishing duplicate content will have a negative impact on your rankings and could see your website being downgraded. 

Is it focused?

What we mean by that is, is it part of a bigger strategy? Moving away from just thinking about external factors, the content needs to be beneficial to your business. It should be helping you reach your business goals and align with your company’s objectives. 

Being part of a bigger strategy also means that it is not just a stand alone piece of content as, like with all marketing activity, consistency is key. 

How good content can help your business

Unlike other ways to market your business, content can support your customers through every stage of the customer journey. Being such a versatile tool for businesses means that it can help your business in a variety of areas. Here’s just a few of the things we have achieved for our clients as a result of improving their content marketing:

Less bounce rates and longer website session time

By creating good quality content, target consumers are spending more time on our clients’ websites. Increasing their engagement with consumers and working to convert them into paying customers. 

Improved brand awareness

Establishing a strong content marketing strategy has meant that our clients have improved their brand awareness. Making sure that the content that they put out reflects positively on their brand and firmly establishes brand messaging

Built better relationships with customers

Content marketing isn’t just about obtaining new customers, it’s also about improving your business’s relationship with existing ones. By creating engaging and consistent content, our clients have built better relationships with their customers. It’s these customers that become advocates for the business and ultimately refer new clients to you. 
Start reaping the benefits of a good content marketing strategy now. Get in touch with us to find out how our team of experts can help you achieve your business goals.