If your intention for your website is to receive no revenue, sales or visits, then feel free to click onto something else. If not…
It’s a well established fact that content is vital when embarking on an optimisation and/or marketing strategy. It really is. But, a less debated concern is what type of content is king? Or, in other words, how good does that blog post have to be, after all, a link is a link is a link, is it not? Does it have to be good at all?
Yes. It does have to be good. If not, well, I’ve chosen the wrong career entirely.
Content is not just an over elaborate whiteboard in which to dress up a link, nor is it a blank canvas to disguise the phrase ‘cheap Ugg boots’ 20 times in 50 words. Content is what keeps the web alive, keeps us clicking, blogging, searching, liking, Tweeting and stalking. Your ex’s Facebook really wouldn’t be that alluring if it wasn’t for all those self-promoting status updates and intriguing photos of her and, who the hell is that? And those sites you probably shouldn’t be looking at on the office computer? Would they be so addictive if it wasn’t filled with content? When we find something of worth on the net, how do we let everyone else know we found something dead good that everyone just has to see? Well, we share it on social networking sites to let everyone that cares know we found it first.
Content is what will separate you from your competitors and what will lever you from the average guy lost in the web. Let’s view the web as an ocean, and You are you’re content. A standard 500 word article, peppered with relevancy and keywords is merely dipping a toe into the sandy shore. A whopper of a piece which gets people intrigued, educated, entertained, or just gets their back’s up – now that’s going for a swim.
Or, the Blind Date approach might be more appealing:
Good looking guy #1
He’s handsome, he’s male, he has a pulse, but has an incessant habit of rambling, repeating himself, laughing at his own jokes, annoying the whole bar and getting cautious looks from the bouncer – that sort of stuff. Basically, nice to look at, but not much else going on. On the other hand…
Good looking guy #2
Is also handsome, male and most definitely breathing. However, this chap has the tendency to educate you on light-hearted politics, ask your opinion on the match, ignite your interest in literature and the arts. He’s dreamy.
Who would you rather be stood next to in a bar? Good looking guy #2 is definitely going to be the best bet for a decent night out; the conversation will be flowing, he’ll flatter, charm and delight the crowds, your friendship circle will most probably double and, let’s face it, this guy’s far more likely to buy a round.
Now, these good looking guys signify basic, keyword jammed, spam–type content, and original, interesting, exciting content. All these people that want to be your new best friend? They’re links. And you’re competitors? They’re sat in the corner wondering if it’s something in the drink.
So, the next time you’re questioning what content will be best for your service, just remember, no-one wants to be going home with guy #1. No one at all. And as the web evolves into a social-led search engine, I know which man I’d want to be seen with.
