Quality content can give Google and potential customers faith in your brand. But what is “quality content?” Quality content meets or exceeds your audience’s expectations and helps them solve a problem (or just entertain!). It could be a blog/article, photos, videos, infographics, graphs, white papers and much more. Some say that content quality is defined by its length (number of words for an article), structure, keywords it contains or visuals it comes with, but really there is just one goal: your customers love it.
According to the Havas Group Meaningful Brands study, 84% of people expect brands to provide content that entertains, tells stories, provides solutions, and creates experiences and events. This keeps users engaged, coming back to your website or social media, and moving down your sales funnel. Good content helps reduce the bounce rate and increase factors such as time on page and page/session, and Google takes that into account when ranking your site.
In reality, not all content will work. Wordstream illustrates this phenomenon with Unicorns and Donkeys. The Unicorns are the few high performing stories, while the Donkeys are the rest of them and that is actually good news. These unicorns help us create new, better content. There are some amazing tools out there to help us see what content is working and what is likely to work. Then, we need to test, test, test.
Google Analytics, Facebook Insights and Google Ads are some of the tools you can use to identify your unicorn content .
All good things are rare and high quality content isn’t created in just a minute. In a nutshell, the recipe for good content is:
QUALITY CONTENT IN ADS
Did you know that Google ACTUALLY checks your website content when you create ads with them!?! The determines your ad rank, cost per click and much more. Try all you like, but a bad website means poor advertising results.
The best thing for pleasing Google is to use the same wording, tone of voice and keywords in your ads and on your website. That way, the Search Engine knows that your content is relevant in your domain/ niche and will promote it more easily.
As you can see below, in the Google Ad Manager help, it is the first point in “Best practices for ad traffic quality
To sum it up, the perfect recipe would be something like “quality content on website + quality content in ads = best basis for reaching a quality audience and retaining it. ”
The internet is full of content but quality content sticks out. Try out our techniques to spot the trends and let your creativity speak. Your customers will love it