If you work in digital marketing, chances are you hear the phrase ‘content is king’ on a fairly regular basis. Whilst it’s definitely simplistic to boil down your entire online strategy to just writing nice stuff, in recent years Google has increasingly stressed the importance of site content and altered its algorithm accordingly.
Content can help create a buzz around your brand and improve its mainstream image, so it’s not just an SEO thing. Here are a few boxes you should try and tick when it comes to your content hub.
Use your own images
Using your own images is good practice. Not only does it provide original visual content for your viewers, it can also be a boost to your search engine visibility, both by opening up an extra platform to attract visits – Google images – and by potentially attracting a few natural links as well.
In addition, online copyright laws are a very real consideration which is often overlooked by bloggers and brands alike. Image copyright breach can land you in real shit, so using your own images is a safe option.
Enable user interaction
If you’re producing content, you should allow people to interact with it. One way to do this is to enable comments easily and without extra barrier – logins for instance can be a bit of a put-off, and don’t get me started on bloody maths tests to work out whether you’re human! Comments are a great way to get real love and feedback from your fans. If you’re not allowing comment, you’re potentially sitting on a gold mine of user data.
You should also ensure social shares are enabled and visible high up on your pages. People sharing your content on social media is a great way to increase awareness of your brand. And with an estimated 20% of all online time now spent on Facebook, social media really can boost your stats.
While the role of social signals towards SEO remains an open debate, there’s little doubt they will play a greater part in assessing a site’s quality in the coming years. So be sociable!
Easy to navigate
A clear navigation is also a must. There’s nothing worse when you’re online than finding a great source of content which is a nightmare to navigate. Ensure your blog has a search capability and is properly archived, for example by date or category. This will facilitate the browsing process and encourage your fans to stay on site for longer.
And ensure your content sits on your main website and not as a separate entity. This will allow your business platform to gain authority and pick up the rewards from your successful approach to content.
Don’t just write about you
Finally, don’t just write about your brand’s services and products. There’s only so much interesting content your can produce without losing readers or coming across as spammy.
You should aim to write engaging content. Writing about your own industry can be a good way to establish your brand as an authority in its field. However, you shouldn’t be afraid to step out of your comfort zone and create amazing content which doesn’t quite sit without your niche. That’s what tends to make some buzz.