Why Relevant Content Matters
Content marketing is arguably one of the most crucial elements of digital marketing that enables businesses to attract new customers through providing relevant content that answers their queries.
Over the past three years, 75% of businesses have increased their content marketing budget. Educational content can be expensive to create, but brands must continue to produce information in order to stay above their competitors in search engine results, but also to build authority and brand loyalty within that sector.
In order to make your content marketing strategy a success, relevancy is vital. Creating blog posts, articles and infographics that appeal to a wide audience is important, but if it doesn’t adhere to their specific wants and needs, you are not making the most out of your content marketing efforts.
In today’s modern world, the average consumer is inundated with content. As a result, they are constantly filtering out the content that is not relevant to them. Relevant content shows potential customers that you are catering to their specific needs at a specific point in their user journey. Everything else is noise and so will usually be ignored.
Content is available everywhere and anywhere on the internet. The saturation of so much freely available online information can become overwhelming and confuse users. By creating content that is relevant and informative, you show potential customers that you have something important to say.
Relevant content improves your performance in SERP’s
Once you have clicked on a search engine result, you tend to know fairly soon whether the page contains the content you are looking for.
With so much content freely available at a click of a button, we search quickly for indications as to whether content is relevant to our search query. If not, we click off the page and start again. This all happens in a matter of seconds and this high bounce rate will affect your overall performance in search engines.
What is SEO? Learn more in our in-depth blog post.
Relevant content positions you as an authoritative figure
Creating relevant content on themes relating to your industry helps to position you as an expert within that field. A user is likely to have around seven touchpoints with your brand before they convert, so ensuring that you are visible at all stages of the user journey helps you to become a trusted authority within that sector. Having that constant visibility through content makes consumers more likely to want to do business with your brand because it becomes familiar and shows them that you really do know your stuff.
There are a multitude of different factors that search engines take into consideration such as your URL and page structure, but content is one of the most important elements to a good SEO strategy. Giving your users what they want ultimately drives more potential customers to your site, and when your content is relevant, search engines will recognise this and boost your rankings, which boosts your traffic and ultimately raises your bottom line.
At EDGE Creative, our content team use intricate methods to create content that is relevant to your audience and ideal customer. Whether you need blog posts, infographics or video marketing, our team of specialists can work together to execute a holistic marketing strategy that works.
If you want to revolutionise your content but aren’t quite too sure where to start, request your FREE digital audit today.
