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If you’re in marketing these days, you’ll know all eyes are on digital. Or more specifically, Google. You’ll probably also know that Google has its huge, insanely clever, and incredibly knowing eyes, all over your content.
But why? With each new algorithm, particularly the major Panda update, Google finds new ways to develop human instincts that allow it to deliver the best possible search results for users. In reality, no human user is going to care that one site mentions a key search term four times and another mentions it 10 times. Instead, they’ll care if the content sounds naturally written, is of good quality, relevant and useful. So that’s also what Google is looking for.
With the way we search for things on Google evolving, it’s not just about content that sells either. By focusing on developing content within the four key functions below, you can ensure that Google really gets what you’re about, and that it can share that with your customers too.
Conversion content is all about the bottom line. Think product pages for B2C businesses, or case studies for B2B businesses. This is often the last piece of content your user reads before deciding to spend their money with you.
A good example: www.made.com product pages
Links and social
Viral content exists to drive awareness. It doesn’t necessarily need a call to action, and it may not even be directly relevant to your end product. But it does need to be well considered and interesting enough that when someone sees it, they’ll think others want/need to too.
A good example: DTAC Thailand – Power of Love ad
This is the kind of content that helps keep you ranking high on Google. But long gone are the days of repetitive, unoriginal and boring content overflowing with SEO keywords. Now it needs to be freshly written, show clear understanding and support a purpose. Google will quickly know if you’re using the same template across a series of pages and simply replacing a line here and there. It’s much LESS about specifically mapping out keywords across pages, and much MORE about creating strong themes and topics that your content sits within.
A good example: www.abelandcole.co.uk
Sometimes your customers and clients don’t know they need you until you tell them. Blog content, guest articles on industry sites, whitepapers and research reports are the ideal way to share your expertise, and show your clients exactly what you can do for them. Much like viral content, it doesn’t always need a direct call to action – simply planting the seed early in your customer’s head can often be enough.
Example: Airbnb area guides
While these categories aren’t mutually exclusive, by making sure that you have content that fulfils each purpose, you can be sure you’re making the most of what content can do for your business.