You hear it all the time — content is king.
Content is king.
Content is king.
But what does that really mean? Moreso, is it even true anymore? With shifting digital environments and evolving technology, is content really all that important for a growing or established brand?
Skeptics will tell you that content is only a small part of the equation. But I’d argue it’s more important now than ever before. It’s with content that you can build your authority, establish your reputation and drive engagement and loyalty for your brand.
Content is an essential pillar of the greater SEO construct. Without content, your strategy has no foundation and no reputable leg to stand on.
Optimize all of your images, add all the schema you want, create a responsive design that is flashy and engaging — but if you don’t have the content, you’re just an uncharted island in the middle of the ocean of Google’s SERPs.
Let’s dive into what makes content so important, not just from an SEO perspective, but in the grander scheme of building authority and establishing yourself as a thought leader and industry powerhouse.
We all understand that you need content in order to build a website. And ultimately, you want that website to rank well on Google, right?
So let’s start there.
Did you know that 32% of all clicks go to the first Google search listing? That means that ⅓ of all search queries end on the page in position one. Now, that doesn’t mean that you need to ensure all of your pages are driving to position one, of course. But in addition to this fact, did you also know that less than 1% of users click on a search result on the second page?
Ultimately, this means that you need to ensure your pages are optimized, informative and answer the questions your audience is searching for. This ensures that they land somewhere on page one of Google’s SERP. Otherwise, your content just won’t stand a chance.
Now, it has long been said by Google that content is one of the biggest factors it considers in its ranking algorithm. That means that in order to rank well, you need to have quality content. And you need to rank well in order to drive traffic and engagement to your page.
Do you see where i’m going with this?
But what is quality content, you might ask. And that’s where things get interesting.
In order to build authority and drive brand loyalty, you need to give the people what they want. You need to build credible, thought-provoking and informative content that drives action.
Everything you publish online should have a goal. It should compel your audience to take action — whether that’s clicking on a link to more content, signing up for a newsletter or making a purchase.
That requires a deep understanding of your audience. Who are they? What do they want? How does your offering help them solve a problem?
This depends entirely on your product offering and business model. But in order to build out this content, the first step is taking a deeper dive into what exactly your users are looking for so that you can provide this to them.
Ultimately, this will help Google better understand what it is your brand does, guiding users more fluidly to your page via higher search engine rankings.
Now, let’s talk more about how to use content to build authority. Because while you might think your brand is an authority — as you rightly should — it doesn’t mean other people feel the same.
Of course, providing your audience with top-notch products and services is the first step.
But relying simply on an, “If you build it, he will come” mentality won’t lead to much digital success.
Instead, it’s important to build a steady stream of content that shows your audience that you are an expert to be trusted as opposed to telling them. And this doesn’t happen overnight.
It doesn’t take days or even necessarily weeks, but months of building content that informs your audience and encourages them to interact, join in on a conversation, and put your content to use.
Having a blog is always a great first step. This lets your brand not only create content that promotes your own products and services, but serves as a place to flex your industry knowledge. With a blog, you can start conversations about your industry, touch on updates in the field, and provide a more well-rounded voice for your brand.
In addition to this, you need to make sure that all the content you upload to your site serves a purpose. This includes the content on key landing pages, product pages, and more.
Building authority through content is an essential part of creating a complex, comprehensive and engaging brand identity that will ultimately drive brand loyalty and success. Without it, you might never reach your brand’s full potential.