The truism in today’s digital age is that content is king. And while we may all be sick of hearing this, that fact is that it hasn’t changed.
Brands that want to stand out in what today are all saturated markets should be creating consistent, authentic, high-quality content that engages, informs and even entertains their audience. Notice we used the words “high quality.” Meeting this demand (nay, requirement) doesn’t mean churning out subpar content simply to stay consistent.
Producing premium, thoughtful content takes, well, some thought — as well as time, effort and resources. But, before you redirect all your time, energy and money to content development, you may want some additional insight.
So, why is quality content worth the investment? Below, we break down some of the reasons why this is an area worth pursuing:
Premium quality content builds trust and credibility.
According to a survey by the Content Marketing Institute, 96 percent of the most successful content marketers prioritize the audience’s informational needs over their company’s promotional message. (That’s not to say you can’t inject your brand’s personality.) When brands create premium quality content that provides value to their audience, they build trust and credibility. Customers are more likely to see the brand as an expert in their field — and more likely to trust their products and services. This can also lead to more word-of-mouth referrals, which leads us to the second reason you should invest in quality content.
Premium quality content generates more traffic and leads.
Great content attracts visitors to a brand’s website and can help generate leads for the brand. A study by HubSpot found that companies that published 16 or more blog posts per month received almost 3.5 times more traffic than companies that published fewer than four blog posts per month. But that says nothing for the quality of the content being produced. Content that is not compelling, that doesn’t answer a prospective customer’s question or address a pain point, may get someone to a brand’s website, but it is unlikely to convert them or keep them coming back. By investing in premium quality content, brands can drive more traffic to their website, which can ultimately lead to more leads and conversions. Who doesn’t want that?
Premium quality content is shareable.
People love to share content they find useful or interesting. High-quality content that grabs your audience — content that adds value, connects emotionally or is humorous or novel — is more likely to be shared across social media platforms and other channels. This can help increase brand visibility and reach a wider audience.
Premium quality content can improve search engine rankings.
Search engines like Google reward websites that publish high-quality, authentic content by ranking them higher in search results. According to a study by Backlinko, the average length of a first-page Google result is 1,447 words. This indicates that Google values long-form, informative content. By investing in thoughtful, premium quality content, brands can improve their search engine rankings and foster more organic traffic to their site.
Still not convinced?
You may be thinking, Sure, this all sounds great, but are other brands investing in quality content? Experts in the marketing world understand the importance of investing in the development of consistent, authentic, high-quality content. Here is what some of them have to say:
“Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.”
—David Beebe, Emmy Award-Winning Producer
“Content is the reason search began in the first place.”
—Lee Odden, CEO of TopRank Marketing
“Quality content means content that is packed with clear utility and is brimming with inspiration — and it has relentless empathy for the audience.”
—Ann Handley, Chief Content Officer at MarketingProfs
Investing in authentic, premium content is worth it for brands that want to stand out, connect with their audience, convert leads and, ultimately, grow. By investing in this high-stakes area, brands are able to build deeper, more meaningful relationships with their audience — and are better equipped to achieve their marketing goals.
