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Ah, remember the days when it was all about stuffing your page with keywords? Well, times have changed, and search engines have upped their game.
Now, it's not just about having the right words, but the right stuff.
The word on the street (well, from the new Google SEO Starter Guide) is that great content is the golden ticket to massively boosting website performance.
They are now looking for content that genuinely helps the searcher, focusing less on the mechanics of keyword amounts and more on the quality of the information presented.
So, if you haven't sorted out content marketing in your marketing strategy yet, it's time to get cracking!
Image credit: Digital Guider
What does content marketing include?
First things first, keep producing that content - be it articles, blogs, white papers, videos, podcasts, or infographics. But, and here's the important part - it can't just be any old content; your fully produced AI content won't cut the mustard here, I'm afraid.
Don't get me wrong - Google is not saying that all AI content is bad, but it needs to meet its strict EEAT criteria.
A simple copy/paste job will not do. It also needs human input.
Google’s EEAT (Expertise, Authoritativeness, Trustworthiness) standards are based on being trustworthy, informative, knowledgeable, and helpful.
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Craft your content with your audience in mind
Make your content engaging and easy to digest. Yes, keywords still have their place, but nowadays, it's all about understanding what your reader is looking for and delivering on that.
Here’s the thing - search engines are now also head over heels for long-form content.
Forget those 500-word appetisers; they want the 1,500- to 2,000-word main courses that dive deep into subjects. If you're blogging, aim for at least 1,400 words, but if you can stretch to 2,000, even better - Google will eat it up!
And, don't forget to throw in a few internal links while you're at it.
They make your site easy to navigate and help Google’s bots crawl around easily, linking everything from blog posts to download pages within your site.
Straight from the horse’s mouth - Google’s, that is - if you’re ever in doubt about what makes content stellar, consider these pointers:
Would you trust it if you were the one reading it?
Is it penned by an expert - someone knowledgeable in the field?
Free from errors and brimming with originality and insight? (no plagiarism)
Does it pack more punch than others in the field are serving up?
If there's one golden nugget to remember, it's this: tailor your content to your audience's needs. Answer their burning questions and showcase your expertise.
Every piece of content should scream authority and ooze relevance.
Where do you find what to write content about?
Tools like Google’s Keyword Planner and Answer the Public are excellent for obtaining information on what your target audience is asking questions about.
You can then create blog content that specifically answers those questions.
However, no matter how spot-on your content is, it won’t fly if it’s a snoozefest or hard to read. Make sure your content is engaging, grammatically on point, and an absolute breeze to get through.
This helps keep your audience hooked and sharing, increasing your reach and impact even more.
Answer the public - copywriting questions
To wrap up
So, to wrap things up - nailing content marketing isn’t just about pleasing the Google gods. It’s about resonating with your audience and delivering value beyond the screen.
Quality 'human' focused content = better online presence and higher ranking
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Ready to boost your online presence with expertly crafted content?
With 20 years of experience in marketing and communications, I deliver expert copywriting and content writing that generates more enquiries for your care provider services or B2B care business.
Let’s chat about how tailored content marketing strategies can enhance your visibility. Contact me today, and let's brew some magic with words tailored just right.
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