Let’s start off this one with an example.
Content marketing and SEO are both two essential branches of digital marketing. And in both of these techniques, content plays a very essential part.
In content marketing, the quality of the written content has a pivotal role in deciding the former’s effectiveness. If a brand runs its content marketing campaign without focusing on content quality, it will not be able to effectively drive more traffic to its website.
The very idea of content marketing is to attract customers and clients via content-driven elements like blogs, newsletters, emails, and so on. If the content itself is written badly, what can be said about the outcomes of such a campaign?
The point of all the above is that when you want to step into the field of digital marketing, you have to make sure about investing in quality content.
4 Benefits of Quality Content in Digital Marketing
1. Content Defines Your Business and Sets off the Lead Conversion Process
The first and primary purpose that content serves to perform for your brand is to define your business.
When someone visits your website for the first time, they have to rely on the written content to understand what your business is about.
If your content manages to adequately define your business to a visitor, the latter will be very likely to be converted to a lucrative lead.
There is actually a whole incremental process in which your content attracts and secures an online visitor. Here’s how it happens.
- First off, when your website appears in the SERPs, the visitor will see your meta description (underneath the name of the website). This is how the meta description appears to the user:
If the meta description is written properly, the user will open the website up.
- Once the user is at the website, they will start to look at the content written around the web page. If this content is also written properly and engagingly, the users will go on to look at the blog posts and articles uploaded on the site.
- And once the user gets to the blog section, they will start reading the blog posts. If these two are written excellently, then the readers will start sharing them and they may even subscribe to the newsletter. And gradually, this can get them interested in your products or services.
This is a whole chain of events that can get triggered only if your content quality is good. If the quality of the written content falters at any point during this chain, the visitor will most likely abandon the site and go elsewhere.
However, if the content quality is consistently up to mark, you will be able to successfully attract and retain new visitors. In this way, you will be able to maximize your lead conversion.
The manner in which we have mentioned the above steps may make it appear as if getting a visitor to subscribe to a blog is very easy. But once we consider the fact that the average blog bounce rate is 85.4%, we can appreciate that it’s only absolute killer content that retains a regular readership.
2. Quality Content is Essential for SEO
If you know about digital marketing, you probably already know what search engine optimization is.
SEO is defined as the collective set of activities and efforts that are made in order to make a website appear closer to the top of the search results (when a term relevant to it is searched). Search engine optimization is a crucial technique of digital marketing.
There are essentially two reasons that content is very important for SEO. Let’s discuss them one by one.
First off, quality content is necessary for on-page SEO. This basically involves things such as:
- Blog Posts
- Website Content
- Meta Data
If the content you upload in your blogs and other parts of your website is riddled with grammatical errors and spelling mistakes etc., then it won’t be able to attract readers. It will actually harm the overall reputation of your brand.
Take an example here. If you were to visit Apple’s official website and if you were to spot some grammatical errors in the main banner text, what would your reaction be?
Other than grammatical and spelling errors, originality and uniqueness are also important to factor that decides the content quality.
You should always check your completed content for plagiarism and duplication by using a plagiarism checker, even if you did not deliberately take anything from an existing source.
Plagiarism can also come into your writing unknowingly and unintentionally. Using plagiarism checking tools can help you stay on top of this problem.
Secondly, just as content quality is necessary for on-page SEO, it is also necessary for off-page SEO as well.
However, with off-page SEO, content quality plays more of a passive role rather than an active one. Here’s how.
Essentially, off-page SEO refers to the actions that are performed away from your website. One of the most popular and major elements of off-page SEO is backlinks.
We won’t go into a lot of details about backlinks and why they matter. Suffice it to say here that from among the various types of backlinks, “editorial backlinks” have the heaviest impact on a site’s ranking.
Editorial backlinks are the links to your site that are inserted in the content of authoritative and popular platforms online.
You can only get backlinks from authoritative websites if the content on yours is written excellently.
So, understanding this little transitive dynamic, we can sum it up by saying that good quality content means popularity on the net. Popularity on the net means an authoritative reputation. An authoritative reputation means that a lot of people will cite and quote you…which subsequently means a lot of links.
3. Quality Content Can Build and Retain Online Traffic
This is mainly the benefit of having a dedicated blog on a website.
By uploading good quality content on your blog regularly, you can attract more users to your website. The good thing about blogs is that your old readers don’t stop reading them after a while. You can keep on attracting more and more visitors to your site without having to worry about losing your old ones.
Consequently, by building more traffic to your website, you will be able to increase brand awareness and exposure…which is essentially the main goal of any digital marketing campaign.
On the other hand, just as having good content on your blog can be conducive to an increase in traffic, bad content on your blog can similarly lead to a decrease in traffic and popularity.
4. Quality Content Enhances Brand Integrity
Another benefit of creating and publishing quality content is the enhancement of your brand’s integrity and reputation.
As your brand gets more and more popular, everything related to has to get better in quality. The customer service, website design, promotional efforts, etc.
The same applies to content.
When someone visits a multi-billion brand’s website, they don’t expect to find content that looks like it’s been written by a 12-year-old.
So, how does this relate to digital marketing?
In digital marketing, there are lots of different techniques and strategies that utilize the content. For the purpose of explaining this step, let’s talk about email marketing.
When a brand launches an email marketing campaign, it needs to make sure that it uses quality content for the same.
If a user happens to open a promotional mail, and reads this sort of thing written in it:
“Klik now to get the discounts!”
They won’t like to have anything to do with the sender. It would look like creepy spam, fit only for the trash folder.
But, on the other hand, if they were to see something written like this:
“Click on the button below to get a 20% flat discount on products in our ‘Men’ category.”
…they would not get put off as quickly.
The point of all the above is that content quality is not only necessary for things like blogs and articles. It’s equally necessary for any content-driven activity that you have to do for your digital marketing campaign.
There is a lot that can be said about the importance of investing in quality content for digital marketing. In this article, we’ve barely scratched the surface. However, we did manage to cover some of the basics. Let’s do a quick recap before wrapping this post up.
First off, quality content is necessary for defining your business and for initiating the lead generation process. With good-quality content, you can attract and retain the attention of an online audience and get them interested in your products and services.
Similarly, quality content is also necessary for your brand’s SEO. This applies to both on-page and off-page optimization. As far as the former is concerned, quality content is necessary for blog posts, site content, descriptions, and so on. On the other hand, quality content can also benefit your site’s off-page SEO by opening up opportunities for you to get high-authority backlinks.