Long before the internet was invented, the defining adage in print was that “content is king.” Today, online content has dominated print content, yet many of the world’s top SEO and web marketing experts still say that “content is king.”
But why is it that even after many years, content is still the essence of good marketing no matter what medium they use?
Well, here are some reasons:
It Builds Loyalty
Businesses aren’t built on first-time visitors. Companies like the Wall Street Journal don’t make most of their money from people picking up their papers for the first time.
They make money from people who’ve read their content and then decided it was good enough that they either want to purchase again or subscribe to a subscription. If the business had to get a new customer every time in order to get paid, they’d all have gone under by now.
Yet many online publications operate their business that way. Instead of focusing on repeat visitors, they focus on optimizing for search engines so they get more new customers.
At the end of the day, however, the really famous and successful blogs like Huffington Post or TechCrunch ultimately still get most of their traffic from repeat visitors. Yes, search engines love them – but their businesses would be a fraction of what they are today if they didn’t have great content.
The Evolution of Search Engines
For many years Google and other search engines have worked towards making their search results pull up better and better results. They want people who search on their engines to find the best content possible in relationship to what they’re looking for.
As search engines get smarter, marketers who focus primarily on marketing tactics rather than actual content will die away.
Google has proven this repeatedly by continually downgrading the importance of low-quality links and upgrading the importance of usage statistics and other metrics to actually measure the content of a website. It simply means that your website should have content that make people come back to your site again.
If you build your website around great content – meaning, your content helps people – while having a decent understanding of basic SEO, your site will flourish. If you put all your attention on SEO alone and don’t pay much attention to your content, you’ll always be trying to stay one step ahead of the search engines.
The Ability to Sell High Ticket Items
This is why we do business, right? To be able to sell high-ticket products or services. Where content marketing is concerned, a low quality content website might be able to sell $0.20 clicks via AdSense, but a high quality website could sell a $5,000 coaching program by the hundreds.
Having great quality content allows you to build a relationship with your readers. That relationship allows you to sell any number of things to your readers because they trust you. From high end items to recurring memberships to one on one coaching, it all starts from having high quality content.
In the long run, only content that really helps people is going to succeed. Content that doesn’t do so is likely to get downgraded more and more as time passes.
Are you ready to create great content? What challenges do you face doing this?
What if I tell you that you can create content without writing?
If you want to know more about how you can create content without writing, sign up for the Content Marketing Without Writing free eBook.