In January 1996, Bill Gates wrote an essay called “Content is King.” He predicted that the internet will be a “marketplace of ideas” where content will be the major revenue machine.
Twenty-four years and countless tech innovations later, content marketing remains relevant as ever. HubSpot reports that 70% of marketers are actively investing in content marketing. In fact, it is estimated that content creation gets three times more leads than paid search advertising.
Today’s digital marketers are in constant competition to gain the attention of their target audience. In order to stand out, they tend to focus on data-driven practices and insights, that content quality has become a secondary consideration. They fail to recognise that content marketing is not just about writing as many blogs as possible and bombarding your website with keywords.
While content quantity and search engine optimisation (SE0) are crucial metrics for increased visibility, it takes “quality content” to turn those clicks into conversions.
Clicks vs quality
Contrary to popular belief, content and SEO should not be treated separately. You need SEO to drive organic traffic to your website and you need content marketing to turn that traffic into potential customers. Additionally, search engines favour websites with more useful and authoritative content.
It’s wrong to assume that SEO is just all about visibility and search engine rankings. In fact, relying on keyword research alone will probably attract more browsers than buyers. This means that even if your SEO brings you to the top of the results page, mediocre content can discourage visitors from coming back to your site and making a purchase. Remember, your goal is not just maximum clicks but real paying customers.
Writing killer content
The key to writing impactful content is really knowing your target readers. They will largely dictate your topics, language, and writing style. Useful content that aligns with their needs and problems can build trust and better engagement.
An extensive understanding of your market can also help you refine your keyword research. Knowing the things that matter to them can give you an idea of their typical search queries, which can inspire your content and meta data. Narrowing down your scope helps you craft copy specific to your niche.
In short, yes, content is still king. Whether it’s in the form of a blog, video, or social media post, content is still the best way to promote your brand and reach out to the right audience.
Content made for conversions
In the age of spam and click-bait, businesses need more than ever to publish content that is practical, timely, and high-quality. Effective content in 2020 is a balance between keywords and reader engagement.
Media Crew’s team of writers and SEO specialists can help you create content that is less fluff and more about brand building and authentic connections. We are a trusted full-service marketing agency in Melbourne committed to deliver game-changing solutions that will help your business thrive. We offer a wide range of traditional and digital advertising services designed for increased visibility and optimal conversion.
Contact us today for a free consultation.