In 1996, Bill Gates proclaimed, ‘Content is King’. Churn out a lot of content and the sales will follow. Now in 2024, the king has been dethroned. With an estimated 4.8 billion pieces of content published online daily, clearly not all of it is getting read. Today, what matters most is delivering a better content experience.
In a recent digital marketing webinar, it was stated that people check their phones an average of 100 times a day. But they’re still not discovering much new content. About 94% of content indexed by Google doesn’t get any search traffic.
That doesn’t mean you should stop posting content. That same webinar emphasized that websites with blogs have 75.29% more organic search traffic and 8.16% higher conversion rates. Using your website as a content hub increases your reach and engagement, and leads to stronger brand recognition. To be successful, your content must simply cut through all the clutter.
This approach to content marketing validates and aligns with our Media-Grade Content® strategy, which we’ve used for decades. Traditional journalists were right. People really will pay more attention when you give them the straightforward information they want and need.
Understand people’s search motivations
Be careful about only using follower count to measure your content’s success. That can be misleading. Are they passive followers or motivated buyers? It’s about revenue, not traffic.
Spend time examining why some of your content is ranking well for certain keywords and has a high conversion rate. Then, consider how you can make that piece even more valuable to your target audience, perhaps by adding an infographic or video.
To better understand why people are using specific search queries, conduct polls and surveys. Reward feedback by acknowledging people who comment and engage with your content. If your content demonstrates you understand their problems, you’re more likely to be considered a viable solution.
Make sure you have something relevant to say
If you don’t have something new and fresh to say, your content may not be well received. Instead:
- Differentiate your content with data accessible only to you.
- Use an authoritative writing style. Make sure your writing is clear and credible. Cite your sources. Boost trust by explaining your experience and credentials. Avoid cliches, filler and fluff that dilute your content’s value.
- Add something new to the discussion. Never just repeat information that can be found on dozens of other sites.
- Don’t just promote your brand. Tell your story within a bigger context.
Always deliver great content
It’s okay if you don’t publish as much content as you have in the past. It’s better to publish really good content less frequently, than to publish mediocre content more often. You will be more likely to stay top of mind because of the quality of your content.
Our Media-Grade Content® writing services are your assurance that everything we write is interesting, substantive, worthy of your audience’s time and relevant to their lives. Use this form to inquire about our content writing services; or call us at 952-697-5269 to be connected with someone who can answer your questions.
