Many companies still use their content strategy to achieve high visibility in search engines. However, the criteria by which search engines rate websites are becoming ever more complex and precise. It is no longer sufficient to ensure that texts include specific keywords and links - content must be relevant.But what exactly does that mean and how can companies best implement this project?
What makes your content relevant?
There is no silver bullet approach to ensure reliable production of relevant content. The content creator must always keep the big picture in mind and rely on the carefully crafted content strategy. At the same time, the content created should also be documented.
Very important: The content should not look like advertising or marketing, but must be informative or entertaining and give the reader the feeling that they have spent their reading time meaningfully. Once the potential customer feels they have been offered irrelevant content, the hoped-for positive engagement becomes annoyance that negatively impacts your company's image.
With interesting and well-researched content, a company not only presents itself positively, but also shows that it possesses know-how and expertise in the relevant area. Finding new content topics is a key task for content marketing managers, but it is difficult. Here, therefore, follow some helpful guidelines for finding relevant content ideas.
- Target group: The target group must be clearly defined. For this purpose, a company describes its desired customer in the form of a buying persona and defines its wishes and needs as precisely as possible. From that one can then derive, which topics and keywords he will most likely search for. Only then can the content be matched in order to create added value to the customer, making a positive impression of the company.
- Forums and Social Media: Forums and social media are all full of the latest trends in content marketing. Here you can find exciting ideas that speak to the current state of the market. Based on posted opinions or critiques, there is also a good sense for trends and the direction in which certain topics will develop.
- News and Newsletter: Specialised media and companies send regular newsletters to their subscribers. Again, these always include trending buzzwords that can serve as inspiration for your own content.
- Upcycling: Existing content should be checked for relevance from time to time. Under certain circumstances, it may be worthwhile to revisit, find new angles or deepen certain topics or to discuss new developments in the respective context.
Classic SEO rules, if used within the content strategy in conjunction with other actions, are still legitimate when creating content. But, it's all about avoiding duplicate content, using informative headlines and keywords, subdividing in paragraphs and bulleted lists, using images, graphics, videos, and other different content components, as well as optimally displaying content on mobile devices like smartphones or tablets.
How is relevance measured?
Content relevance measurement means using algorithms to gauge the extent of the relationship between information on a website and a search query. To determine the relevance, there are various key figures that can be used, such as the click rate. This reveals how often a page is clicked in a search engine in relation to its appearance. The length of stay of a user is also of interest. If s/he stays on a website for three minutes, that's a very good value. Top pages come on average over six minutes.
Bounce rate measures percentage-wise, how many decide not to click on further into a visited website, but rather leave it immediately. A bounce rate of less than 40% is considered good value.
Most search engine users only click on the results at the top of the page, usually explore no further than the first ten. To be discoverable here, the so-called snippet must be on point. A ‚snippet‘ is an excerpt from the website that appears below the search result and is usually composed of metadata by Google.
Investing in content pays off
The production of good, relevant content is demanding. Nevertheless, it pays to invest in your writing and research, because that is often the deciding factor for content marketing success.
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