Content may be “king” as the saying goes, but as everyone knows, the digital marketing landscape is littered with low-quality, poorly performing, and just plain terrible content at the low end of the spectrum. From using blogs as an overcrowded parking lot for ineffective keywords to relying on outdated formulas and techniques that do little to engage users and even hurt a website’s rankings, nothing will make potential customers or users jump ship (possibly for good) like bad content. Knowing which mistakes to avoid and what the search engines are looking for can help to make a brand’s content really stand out.
Increase Engagement and Make Your Content Really Stand Out
Even the best web design and digital marketing strategy can fall flat if people are abandoning the site as soon as they get there or decide that there is nothing interesting or of value worth sticking around for after a few clicks. Investing in good content can help to both attract customers and users and to get them to spend time on and return to a website again and again. Consider the following six tips for delivering great content:
According to Adweek, images receive over 90 percent more views and lead to higher engagement and conversion rates than text alone. And with video slated to account for more than 80 percent of all web traffic by the end of the decade, using video in content is not a matter of if but when. Good video can help with everything from engaging users and customers to bringing in new leads, especially if the video is shared often and goes viral on social media.
Tell a Good Story
Offering valuable information and telling interesting and unique stories that a person may not easily find somewhere else is a good way to build brand recognition and loyalty. Developing relevant content of superior quality is also an important SEO strategy, as Google continues to find new ways to separate the wheat from the chaff when it comes to page ranking and search results.
Use the Right Keywords
Keyword research is the anchor of good content, and finding the most relevant and appropriate keywords for a particular piece of content should be a priority. While good keywords won’t necessarily save bad content, strong keywords that are expertly woven into well-written and engaging content will help to win the coveted top search spots.
Optimize for Mobile
Mobile internet traffic has now surpassed desktop for the first time. With more and more people doing everything from banking to buying groceries on their phones, a mobile-optimized site is mandatory for user engagement. If people can’t access the content they’re looking for on their phones, there is a very good chance that they will look elsewhere.
Keep Design and User Experience in Mind
In addition to being mobile friendly, websites need to be easy to find and use in order to keep people coming back. Pages that take too long to load or a blog that is difficult to read or hard to find will turn readers off and increase that likelihood that they will abandon a site.
Know Your Audience (And Give Them What They Want)
Content that was a hit in 2015, no matter how well written and entertaining at the time, may no longer be relevant or useful. Creating new content on a regular basis and giving a facelift to dated or mediocre content can help to spice things up and give users another reason to take a second look.
When all is said and done, nothing excites and hooks people quite like a good story. Invest in interesting, informative, and well-written content that incorporates SEO and digital marketing best practices, and let your words do the rest.