Why Quality Beats Quantity in Content Marketing

Why Quality Beats Quantity in Content Marketing

For many years, you could slap some text on a page, optimize the meta tags, and you were sure to get some rankings. Fortunately for consumers and users of the internet, this practice has been squashed by Google and other search engines over the years. As search engines become smarter, it is important that your website has more quality content and less filler that we’ve seen in the past. So, what exactly is your business supposed to do about producing quality content?

Content Marketing Tips

Regardless of types of websites you visit on the internet today, you pretty much constantly see content and marketing messages. This has resulted in businesses, and even some marketing agencies, to produce copious amounts of low-quality content in an attempt to stay relevant. This, in theory, seems like a great idea when trying to compete in an environment where there is constant content for consumers to look through; however, recent research has shown that content with higher “bounce rates” tend to result in lower rankings.

So what exactly can you do to ensure customers don’t bounce and actually read your content? Make your content worth reading and create the correct content for your target audience. For example, if you own a vegan restaurant, chances are your customers don’t want to learn about meat or recipes that contain meat. It is important to deliver your content consistently and also in a way that lets you reach your audience in the most efficient way possible.

How to Create Quality Content

Most companies spend a lot of time informing potential customers about their brand or bragging about accomplishments. While this is necessary for some marketing efforts, your content should still provide something useful to your target audience. Here are some questions to ask yourself:

  • Am I teaching them something?
  • Am I telling them a story?
  • Is my content enriching?
  • Does my audience feel like they’ve gained something?
  • Does my content leave them wanting to know more about my company?

Chances are, if you keep these things in mind when creating content, you will provide quality, engaging content for the audience you are targeting, bringing them back time and time again.