Your next potential client is searching on Google right now for content that will fill a need. They’re looking for:
- Answers to a question
- Information on a specific topic
Will your online content answer their questions and earn their trust?
What Is Content Marketing?
Content marketing is a method of building trust and credibility with your target audience by providing high-quality, useful information that answers a question or fills another need. The content on your website and social media channels may be in the form of videos, informational graphics or written pages.
Content Marketing Is Different
Think of a traditional marketing brochure. The content is meant to describe how great your product or service is, what features it offers, and what benefits a user will gain from it.
While there is nothing inherently wrong with this approach, it doesn’t translate well online. In fact, most online users will click the back button if they feel you are trying to sell to them.
Content marketing, on the other hand, involves content that is focused on the user, rather than on you. What questions does the user have about your industry? What unique information or insights can you provide that no one else can?
Another way to think of the difference in these strategies is the intent behind the content. With the traditional approach, it is obvious that the intent is to sell a product or service. But with content marketing, the intent is to truly help the user understand something or provide a genuine answer to a question or problem.
Google Rewards Quality Content With High Search Rankings
Google prefers the content marketing approach, and it rewards websites that produce high-quality content by placing them high in the search rankings.
You see, when someone performs a search, Google wants to give that person the most valuable and relevant results possible. That means that a webpage full of ego-centric, sales-driven content is not going to rank as high as a webpage that provides the information or answer the user is looking for.
The Bottom Line
Content marketing is the foundation of search engine optimization, and companies that invest in a content strategy will see better return on investment from their digital marketing efforts over the long term.