Relevance in Content Marketing

The rules have changed.

Actually, the rules pretty much change day-to-day when it comes to content marketing and search engine optimization (SEO). Google is constantly refining and improving the algorithms and tools it uses to make search more relevant for the user. That’s what Googles do.

There is only one rule that never changes in this business:

Don’t try to game the system.

There are a lot of tricks and tips out there that aim to give you a leg up in attracting readers and potential customers to your site. They usually play on some quirk in the current iterations of Google or Facebook or Amazon. They make some pretty impressive claims, and they may even work—for a time. But eventually a few new switches are flipped and a few new lines of code are added, and when the dust settles you’re often worse off than you were before.

There’s really only one reliable way to “win” at content marketing and SEO.

Be relevant, or go home.

It’s not a trick. It’s a rule. If you want to attract more leads, your marketing strategy has to include communication that is relevant for your readers. The role your website plays in that communication is to provide a landing pad where readers can find content that syncs with their needs and wants.

In other words, you want the content of your site to be benefit-driven.

What does your product description offer the reader? Does it tell them what the product does, but skip on how it benefits the user?

What sort of resource is your blog? Is it just providing a dumping ground for keywords, meant to capture traffic for certain search terms? Or does it also try to provide valuable insight and useful resources, using those keywords as topical springboards?

What is the benefit to your reader?

This post, for example, is a sort of “harsh reality” primer for readers in need of a better content marketing strategy. The benefit the post provides is insight: “Gaming the system is bad,” plus “making your content user-relevant is good.”

Google continues to refine its search engine so that relevance is the currency in which the internet trades. Your aim should always be to create that relevance with every word of your site. Organic SEO happens naturally, at that point. Users find value in what you have to say, and they tend to spread the word. In addition, Google’s all-seeing-crawler-bots start to notice the relevance as well, and your search rankings start to increase.

Instantly? No.

Relevance is an ongoing effort. It takes a commitment to always having something to say. It means having someone on your team who is focused on engaging, interacting with, and providing benefits to your audience.

That’s a lot of work, and a big investment. Engaging a full-time, on-staff resource for that sort of content generation can be a tremendous expense. That’s why it can be helpful to outsource content generation to an agency (like GlobalWrites!), where you get the benefit of multiple brains with multiple skill sets, all focused on the task and the challenge of keeping your content relevant.

Talk to someone at GlobalWrites today to find out how we can create benefit-driven content for your website.