Most entrepreneurs have heard the phrase, “Content Is King.” What you may not know is the phrase was being thrown around long before the internet was invented among people in print media. However it has now been claimed by the world’s top SEO and web marketing experts. Why did this happen? Why after decades and mountains of marketing methods, is content still the cornerstone of good marketing?
One of the primary reasons is it builds loyalty. Publishers and companies like the Wall Street Journal didn’t build their empires on first time visitors. The money is made from people who discovered their content and then decided it was good enough to read again. These loyal readers purchase many times over or subscribe to the publication. If you have to rely on a continuous flow of new customers, you would not survive in the business world for long.
However, many content marketers and entrepreneurs approach their content marketing in this way. Instead of focusing on getting repeat visitors and subscribers, they put their entire focus on search engine optimization (SEO). If you take a look at famous and successful blogs like the Content Marketing Institute or Entrepreneur.com, you will find that ultimately they get most of their traffic from repeat visitors. Of course, search engines love them, but their businesses would be minimal today if they didn’t have quality content.
Over the years search engines, such as Google, have endeavored to make their search results pull up the most relevant results. Their goal is for people who use their engine to find exactly what they were looking for when they began their search. Because of this, as the search engines evolve, marketers who focus on sales tactics instead of providing consistent, high quality content will fall by the wayside.
Google has demonstrated this by downgrading the importance of low quality links and upgrading the importance of usage statistics. These metrics actually measure the quality of the content on your website. For entrepreneurs, this means if you build your web presence around awesome content and have a decent understanding of SEO, your site will flourish. On the flip side, if you pay more attention to SEO to the detriment of quality content, you will always be battling the search engines.
Another benefit of maintaining quality content on your website is that it gives you the opportunity to sell high ticket items. For example, if your visitors do not experience valuable content on your site, you may be able to sell a webinar for $19.99. However if your audience knows you only publish valuable content that they find engaging, you can sell that same webinar for $99.99 and have clients rushing to buy before you sell out. Great quality content will build a relationship with your readers. They will trust you and that trust allows you to sell your paid product or service. This can include a range of items from webinars to recurring memberships to one on one coaching. It all starts with your high quality content.
All your content should provide value to the reader. When they expect the best from you, they will be ready to purchase your higher ticket items. The sale will be made without any “selling” on your part.