How To Create High Quality Content For Content Marketing
By Elon Law | May 22 2017
Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Search engines like Google loves content. There are over 200 factors in SEO, but what we have found is that content plays a huge role and Google emphasises a lot on it. Think of it this way — if you are Google and you want to be the best SE, wouldn’t you be focused on providing valuable content to keep readers engaged and value-add them with information of the highest quality?
High Quality Content
Here are a few factors that search engines look at to determine the quality of a content of a web-page:
- No duplicated content — contents must (or preferably) be original
- Cornerstone content
This includes the following components:
- Contents must be relevant to the page title
- Provide value to readers
Search engines love reader-friendly content. Make your page scannable to allow fast readers to scan for solutions and information. Methods such as writing a list, using a mixture of headings and subheadings, bolding, and highlighting important parts of the content can help your site appear more reader friendly.
As mentioned previously, search engines want your content to be readable by humans, not just optimised solely for SEO purposes. Contents appearing on your page must be relevant to its tags and title, else search engines will be quick to find out and penalise your page.
Provide value to readers
One of the surest way for continuous traffic is to create value. Search engines love sites with repeated traffic which is a result of the webmaster value-adding to the readers. This tells Google the content on your site is valuable and it probably needs to reach out to more people, thus ranking you higher.
2. No Duplicate Content
With the recent updates in Google algorithm, many sites with duplicate content are being penalised. These sites are penalised in the sense search engines will not display similar or identical content to searchers — as a result, their page will not appear. This can heavily affect the search engine optimisation (SEO) result of any site and cause web-masters to be only half as effective.
One way to counter duplicate content is using Copyscape.
3. Cornerstone content**
A cornerstone is something that is basic, essential and indispensable, and it is the chief foundation upon which something is constructed or developed. It is what people need to know to make use of your website and do business with you.
5 steps to create cornerstone content:
- Find an existing keyword optimised article that contains basic, essential information
- Let this be your cornerstone content
- Brainstorm the sub-topics or specific subject matter to build upon the cornerstone content
- Create the articles
- Link the articles to your cornerstone content using in-content contextual anchor text
We will cover this in more detail in our cornerstone content blog. In a nutshell, if you want to have an effective SEO campaign, content marketing is essential and cornerstone content is absolutely crucial.
After knowing what Google is looking for, what are some of the ways we can generate ideas to write our content?
Find interesting news to write
Another way to create high quality content is to ride on the momentum of interesting news. Below are a few ways you can find interesting things to write about:
- Signing up for Google Alerts
- Search for news related to your niche
- Writing an interesting blog
One good resource is Google Alerts, where you can continuously receive news alert about what is happening regarding the topic you have signed up for.
Here’s an example where you can set the correct settings for your own Google Alerts.
Search for news related to your niche
A quick Google search tells you what is happening currently in your niche as well as the latest news. Use the news and spin off a relevant article so your potential customers knows you are up-to-date and constantly doing research and getting the latest information.
Write an interesting blog
This includes the following:
- tell a similar story
- what ifs…
Writing blogs not only help churn content, it also captures the attention of readers and can be a good way to drive traffic to your website. Blogs can also be shared across multiple social-sharing sites, thus increasing the exposure of your website to more people.
To read more on cornerstone content, visit our cornerstone content blog.
Click the link here to find out more information on how content marketing can be applied to food and beverage business.