Why you should create great content

By Chris Pepper, director of Time 54.

You may have heard of the saying ‘content is king’, which relates to the importance of good content to drive successful websites.

The saying itself is over 24 years old but has become a common phrase in recent times due to the importance of content upon websites and the internet. In January 1996, Bill Gates wrote an essay called Content is King, which was published on the Microsoft website. He started by saying:“Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting.”

Here are five key points to explain why content is king

Content is good for search engine optimisation. Good quality content on your website has a substantial impact on SEO and Google (search engine) ranking. For example, new content published regularly (monthly for most of our clients) – approximately 300-500 words, with links to other relevant content and keywords – helps a website rank organically for relevant search terms and keywords. A better or higher ranking shows your product/service/brand to more digital consumers searching for content in its chosen industry.

Regularly added content that is unique and pertinent to prospective customer searching upon Google will rank higher than old, generic and unspecific content that does not satisfy searcher intent. So, your website’s content determines which keywords the pages on your website will rank for.

Good content increases engagement. If you see something of interest, you’re likely to have a look, and it’s surprising how few businesses create regular good content. Whether in the form of a blog page update or social media post, the content entices people to engage with your business or brand, often without them consciously being aware they are. If the content is any good, users will stop to take a look, digest the content, comprehend the brand message and hopefully make a great comment, like or share.

If the content is dull, unspecific, or there isn’t actually any content there at all, then the prospective customer is on to the next post that is of interest or lost on an app or website somewhere else. An active social media plan is key to enhancing engagement.

Create enquiries, generate sales and foster brand advocates.Good quality content generates authority and awareness in your business in a competitive market, which has the potential to create new leads and increase sales as more consumers become aware of your business.

Good content is generally a ‘soft’ sell, a chance to generate content to position you as industry experts. Don’t overloaded with your product or service references; create content that gives consumers the chance to be informed about a particular solution and become engaged with your brand, without a transparent sales message being forced upon them. Overloading content with your company product and services will inevitably result in a negative effect on their relationship with your brand. Conversely, good editorial helps to develop, build trust, and establish strong relationship as they progress from customer to championing your brand.

Maximise value in your product or service. Unbiased content that is well written/produced and provides insight and education into a subject or solution will be well regarded by your target audience. The content should teach them something new or help to solve a problem. This in turn will add value to your product or service.

The link between content and product or service value isn’t always a tangible one.Nevertheless, the indirect association between the content and perception of your products/business is of great importance and value. Whether a blog post, video or web-based presentation, the content of it can be instrumental to the relationship between your brand and its consumers.

Increase your website activity. By regularly putting good quality content upon your website, you are giving customers a reason to come back and engage. Good content on a blog page provides your site with valuable SEO benefits as discussed above, but also makes the site more engaging, increasing visit times and helping to make your site look alive.

A website with little content and no blog page will have higher bounce rates than one with a blog full of interesting and engaging content.