Content – what is it?

What is content?

It refers to marketing, in which presenting substantive content is the main strategy for acquiring customers.

In practice, content consists of all visible texts on the website: subpages, blog articles, offers, price lists, product descriptions, as well as visual content: infographics, photos, videos, or graphic instructions. Content also includes social media posts, reports, newsletters, or e-books.

The common element is the brand’s character, thematic information, and in most cases, SEO structure, which improves the company’s visibility in the Google search engine.

Why is it worth having good content?

Current marketing activities can be called an information race. Companies regularly publish articles, expand subpages, and update price lists. There is one reason for this – such behavior increases sales. But how is it possible?

The benefits of good content are:

• increase in website visits – if a company appears in search engine results, it generates valuable traffic and increases the number of potential customers; when you create high-quality content, you can position your website not only on specific keywords but also on long-tail phrases. This is important because they often generate more traffic to the site;
• building a positive image – sharing industry information is a credible showcase of expert knowledge, which also translates into increased trust in the brand from customers;
• long-term effects – high search engine rankings are usually not lost overnight. The results are stable compared to paid advertisements, which require continuous investments.

Already in 1996, Bill Gates wrote an essay titled with the popular phrase “Content Is King.” In it, he predicted that the majority of money generated online would come from content. This assumption has come true, which is why creating content now must be fully professional in order to achieve desired results.

What should one be careful about when creating content?

All of the above factors influence the ultimate desired goal, which is sales and profit. As you can see, the game is worth the candle, but what difficulties may we encounter along the way? Here are the three most important ones:

• limited number of spots – Google ensures good visibility only on the first page, which contains 10 results;
• competition’s actions – the more work and expenses from other companies, the harder it will be to surpass them in the battle for high positions;
• long-term and intensive work – such great results must be paid for with effort, therefore achieving optimal visibility requires dedicating time and/or expenses to positioning.

Content – features

We discussed what content is and what benefits come from it, so it’s time to talk about what affects quality – and thus marketing results.

Good content consists of three related parts:

• Value of content – the information must be unique and valuable to the users. The topics should only cover the range of activities provided by the company in order to give the content a marketing meaning;
• Attractive form – it is important to have a clear and readable text structure, which can be achieved through appropriate formatting, such as using headings, paragraphs, lists, or highlights. Another important characteristic of good content is its adaptability to the target audience, including writing style and vocabulary used;
• SEO structure – the internet is the main destination for most information, so it is worth ensuring optimal visibility by applying content positioning principles. These principles include headings, keywords, meta-texts, and internal linking. In the case of blog articles, the text structure is also important, which includes an introduction (lead), development, and conclusion.

Do you already know what qualities good content has? So what? It’s time to write and strive for high rankings!