Digital Marketing has rapidly changed over the past few decades. So much so, that what was acceptable just five years ago – is now a kiss of digital death!
One must recognize the underlying fundamental shift of why search engine algorithms are changing. Why methods used unchanged for decades are being shelved and replaced with rich and engaging content.
As search engines mature, they are realizing that the rankings game is a cat and mouse game which constantly evolves. Search engines have adjusted their algorithms so that they could accurately bring the most relevant and valuable results to the top. Of course, the “seo”industry was trying to figure out how to game the algorithms to their client’s advantage and bring them to the top…
Playing the Game
A lot of content was written with the goal of scoring points with search engines. Many websites emerged that were really purposeless, other than providing an outlet for terribly written content.
Subsequently due to all the “gaming” going on over the past few years, search engines began to really dive into all of the factors that were important in ranking results. One of the biggest emerging game changers has been the ongoing development of AI algorithms. It is becoming easier to determine good content from bad. It is also becoming easier to identify content meant to enrich the users experience.
Today’s search engines are using some pretty sophisticated algorithms to determine ranking. They combine such things like content quality, load times, placement, user interaction, dwell times just to name a few.
AI algorithms are now able to determine well written content that is easy to read, understand, and most importantly relevant to the topic at hand. They can also differentiate between well designed and legible mobile sites versus ones that were written with older technology, are not mobile friendly and slow loading.
Using AI in this manner is vastly accelerating the weeding out process. In the next few years a great many websites which are now ranking well will most definitely falter. That is, if they do not take immediate action to update their technology, website, messaging and company ethos.
Why Content Marketing?
Meanwhile, with the weeding of poor quality and poor content comes the search for their opposites. Well designed, fast, easy to read and value added content. Such a task is easy to define, but much harder to execute. It involves the companies and owners actually putting in the time and energy to do their homework.
The commitment to produce quality content for your audience is not a light one. However, it can be one of the most rewarding experiences which company owners are humbled by. That is certainly a good outcome!
Certainly it will tie up some of your time and resources, but the results are worth it. Further, making the commitment to engage your audience, and rise as an industry leader yields tremendous results for your clients and company alike.
In other words, by producing engaging well researched content, one raises the bar in their operation. Moreover, once the bar is raised, the company must follow through on its promise. Most importantly, if they don’t, they will consequently suffer the slings and arrows of their audience. For example, reviews provide one such karma mechanism.
The Value Added Proposition
Certainly one may ask what benefit does content marketing provide?
Well researced content educates your audience about your industry and the benefits of your product or service. It enlightens them with the years of knowledge you have amassed on the topic. Likewise, if the message is truthful and honest, your target audience will appreciate the value your are providing them with.
Moreover, the more you dive in and create, the more you interact with your audience. Your experiences, pitfalls and triumphs may all be turned into succinct content that you can publish. For instance, you can carry out case studies on your product longevity or your services proven results. Backed up by data, scientific method, and sound logic, you are now blazing new trails in your industry!
Consequently, one can publish the findings on your own company blog page, industry journals, professional magazines and publications.
To sum it up, there are many measurable benefits of investing in the production of quality content. These benefits certainly far outweigh the investment which one makes to produce high quality content.
Firstly, your clients gain insightful knowledge about your industry and company. This interaction gains their trust and comfort with you and your business. They tremendously appreciate it when folks take time to produce content with measurable value.
Secondly, this exchange brings about signs the search engines algorithms pick up. For instance, increased traffic, shares and dwell times are affected. Further, the content itself is analyzed and deemed worthy. All of these are things which algorithms see very positively, and subsequently reward your effort.
In short, leaders, get to it! Go out there and produce awesome content for your audience and spread the word! Certainly you shall reap a bounty of rewards.