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Is anyone really doing content right anymore, or is everybody just doing content to satisfy another agenda?

SEO Goals

A link’s a link to a lot of people. Meet the minimum word requirement in understandable language, get it on the internet, and then move onto the next article. The less time it takes to accomplish, the better the SEO ranking and the less the company has to pay for the link.

The Problem

The problem is that the internet is filling with crap. Articles abound explaining the exact same topics repeatedly. The only thing that sets them apart is the use of synonyms and rearranged constructions. This isn’t helpful to anyone.

Truly unique content is ever harder to come by. So too is well-thought out content.

Instead of spending the time writers need to produce well-researched, useful content, they throw down the first thoughts that come into their heads to meet a deadline.

The company cannot afford to pay for great work, so good will have to suffice.

Unfortunately, the internet cannot afford to consume merely good content for long. Eventually, its users will pay for the business world’s approach in the form of misinformation and mistrust.

It’s Like a Shady EBay User

Think about it like a shady seller of phones on EBay. He hypes up a great phone and sells it to you at top dollar. The customer receives the phone only to find it damaged beyond repair. When complained to, he denies any misdeed and refuses to refund.

How likely is it that the customer will use EBay to buy a phone again after this experience? How less likely are they to return to the site after multiple bad experiences? Not very likely.

If internet users continue running into unhelpful crap on the internet, they’ll stop looking there, meaning that your message will never reach the eyes of your target audience.

What Google is Doing About It

Google’s helping internet users find the useful articles. They take new steps every day to identify the most helpful, unique articles that will bring you the information you’re searching for. Thusfar they’ve done an excellent job at cleaning out the crap and only showing you the good stuff.

What Do You Need to Do to Impress Google?

You need to implement a good content strategy. A good content strategy will guide what you produce and be able to tell you why you produce it.

Content strategy determines why content should exist to reach a larger goal.

The Why

“To produce 500 words of content” is never good enough for the content strategist. The only why that will ever pass their review is one that will benefit the reader in some way.

Why did you write an article about how to find the most affordable, helpful insurance in town? Because you wanted to help a group of people out there struggling to find just that.

Why did you choose to teach others how to build their own bench? Because you wanted to be a resource for both those that need your bench building services and those that like to do-it-themselves.

The why comes before, during, and after the what. No article should ever be approved that does not have an obvious why that agrees with the purposes of the content strategy.

Why Does Google Care?

Google is looking for those that write with purpose, those that have courage in integrity. They want to find and highlight the articles that are looking to provide value to the internet community, value that only a content strategy can bring.

Instead of plugging through a blog just to get 350 words on paper, sit down and create a strategy instead. Give the strategy a theme. For example, “to provide helpful advice to customers trying to purchase their first insurance plan.” With that theme in mind, fill your day with little blogs to meet the goal of that theme.

Not only will each post have obvious direction (allowing you to work through content quickly and easily), but you’re goal will become obvious and useful to your reader, and therefore to Google.

So sit down and figure out a content strategy for your company today. The longer you delay, the more Google marks you as a non-issue and continue to rank you low in the future.

Jamie Bates
Online Marketing Director