Marketers have been saying for years that content is king. You must write a blog, you must use social media, email marketing is crucial.
But now, for the first time, Google appears to have announced that yes – content really is the number one ranking factor!
Google’s Search Engine Optimization (SEO) Starter Guide declares that “users know good content when they see it, and will likely want to direct other users to it”. In other words, content marketing is the most important way to improve online traffic to your business, and strengthen your customer base. This concept may not be as well-known outside the fields of PR and marketing, so what exactly is content marketing, and why does Google value it so highly?
The purpose of content marketing is not to sell your product, but to give your customers a relevant and useful piece of information in the form like an infographic, a free resource, a video, a blog, or a podcast. This content should be easy and enjoyable to interact with, which not only increases the likelihood of it being shared with others, but also encourages the customer to spend more time engaging with your brand.
The aim is to add value to the customer’s experience, supporting their perception of (and relationship with) your brand.
Despite not asking for payment, content marketing can still prompt the public to contribute to your business- for example, increasing traffic to your website as a social media post is shared, or prompting email subscriptions to your newsletter at the end of an interesting blog. In fact, content marketing can be incredibly beneficial when considering ROI (return on investment). Paying for the design of a helpful infographic, or funding an informative social media campaign, often manifests later in profit- the people who benefited from your expert content marketing are more likely to choose your business for their future custom. Overall, it is clear that content marketing is now considered the number one ranking factor for your business; the initial investment, both in finance and in design hours, can be recouped with significant gains, once potential and current customers are benefiting from their relationship with your brand.
More about Peachy Digital
Peachy Digital is a fun and slightly sassy marketing agency working with a wealth of clients across the UK and in several industries, with a specialism in food & drink. We work across the full marketing mix, both on and offline, and services include social media management, PR, email marketing, content creation and strategy development. Our fundamental ethos is marketing without the fuzz’ – no jargon, no nonsense, just clearly defined strategies that deliver. We believe in working in a way which is relaxed and friendly while remaining completely professional – you won’t find us in power suits but you can be sure we’ll develop high quality marketing communications that will work towards our clients’ business goals.
