- Category: August 2014 - Content Marketing
Studies show that texts, tailored to the online reader, pay off - in the truest sense of the word – as the willingness of visitors to buy can be increased by up to 50% that way. In addition, high quality content increases the confidence in the website operators and accounts for a much better usability rating.
It is clear that both search engines and users put emphasis on content quality, because good content builds trust and encourages the site visitors to read on and stay there longer. Web texts should be unique and above all, inform or entertain the user. Besides that, the content should be engaging, activating, reader-friendly and of course error-free, to make the website look trustworthy.
What else you should avoid:
Putting quantity before quality
When it comes to content marketing it’s all about original quality content to delight the target audience. A certain regularity in content publishing is important in order to promote loyalty among the users of the website. Regular updates of the content also have a positive impact on SEO and Google rankings. But whoever relies on quantity instead of quality in content marketing, runs the risk of scaring his users off quickly.
Losing sight of the content marketing goal
Many companies use content marketing measures without having set the goals they want to achieve beforehand: Is it about long-term retention of existing customers or the creation of new markets? It is only possible to start with the implementation of an appropriate content strategy once these basic questions have been clarified.
Anyone who copies his own - or even worse - uses third-party content, will sooner or later be punished by the users and Google. Make sure that your Facebook offers do not cannibalize your official company website. Prepare the topics differently or look at them from a different angle.
Appreciating content marketing as a pure SEO tool
It is beyond question that content marketing can stimulate SEO, because more good content means more users and more links. But content marketing can even do more. If you limit content marketing to SEO, you give away potential for customer loyalty.
Practising Keywords Stuffing
Keyword stuffing is still a commonly used SEO technique which is frequently repeating keywords in the meta-data or website and link texts. In Content Marketing, such keyword stuffing is a sure way to alienate the user. As texts that are only optimized on keywords rarely provide the added value that attracts and inspires website visitors.
Of course, you should never lose track of your target group. Even if you’ve created the best content plan and hired the top experts, the greatest content won’t be effective if it’s not targeted to the right people.
By Daniela La Marca