Quality Content – Essential for Marketing Success

quality contentFlash back to the days when the internet didn’t exist and communication was mainly done through the written or spoken word. In those days, and that wasn’t so long ago, all successful marketers and salespeople knew that the quality and value of their words was the key to their success. Today, when online content dominates print content, many of the world’s top SEO and web marketing experts still say that “Content is King.” And to which I add, “Quality Content is Queen!”

Why? How is it that even after decades, no matter the medium, content is still the crux of good marketing?

Content Builds Customer Loyalty

Businesses aren’t built on first-time visitors. I learned this in my early days as a Technical Representative for Minolta… we couldn’t support the company just selling each customer a camera. We needed them to become involved in photography and buy – and use – additional lenses and accessories. And companies like the Wall Street Journal don’t make most of their money from people picking up their newspapers for the first time.

They make money from people who’ve read quality content and then decide it’s so good that they either want to purchase again, or better, subscribe. If businesses had to get a new customer every time in order to get paid, they’d all have gone under by now. One of the adages entrepreneurs know is that it costs five times more to acquire new customers than it does to keep existing customers.

Yet many businesses use models that rely on getting new customers rather than repeat sales to existing customers. And in their online communications, instead of focusing on repeat visitors, they focus on optimizing for search engines so they get more new customers.

At the end of the day, however, the really famous and successful websites, blogs, and businesses like Huffington Post or TechCrunch, ultimately still get most of their traffic from repeat visitors. Yes, search engines love them – but their businesses would be a fraction of what they are today if they didn’t have quality content.

Quality Content Impacts Search Engine Results

For many years search engines have worked towards making their search results offer better and better results. They want people who search on their engines to find the best content possible in relation to what they’re looking for (that’s where their repeat business comes from).

As search engines get smarter, marketers who focus primarily on marketing tactics rather than actual content find their visitor counts falling off over time.

Search engines have proven this repeatedly by continually downgrading the importance of low-quality links and upgrading the importance of usage statistics and other metrics (like how long visitors actually stay on a page) to actually measure the content value of a website.

If you build your website around great content while having a decent understanding of basic SEO, your site should flourish. If you put all your attention on SEO and don’t pay much attention to your content, you’ll always be trying to stay barely one step ahead of the search engines.

Great Quality Content Can Sell High Ticket Items

A low quality content website might be able to sell $0.20 clicks via AdSense. But a high quality website can sell high value coaching DVD sets by the hundreds.

Having great quality content allows you to build a relationship with your readers. That relationship allows you to sell many different types of products. From high end items to recurring memberships to one on one coaching, it all starts from having high quality content that your readers find valuable.

In the long run, a successful business can only be built on content that helps people engaged. Content that just fills the page and doesn’t provide value for readers is likely to get downgraded more and more as time passes… quality content is what wins.

DanSig-02




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