“Content is king” may be a cliche, but it’s a solid one, and worth repeating even in 2013.
Why? Because, unlike other old saws, it remains true. All one has to do is point to the number of Panda and Penguin updates Google has implemented to keep publishing companies and content mills in check.
As Search Engine Journal noted: “Content is the engine that drives the whole machine.” Content is king because it serves as the foundation for everything else. Whether it’s a blog, social network, email, video, or infographic, content is vital in digital marketing.
Here are four proofs that content remains king in 2013.
1. Content leads to good SEO
Through all those Panda and Penguin updates, and all the other changes in Google’s algorithm and search-ranking factors, the one constant has been “content.” High-quality content filled with relevant keywords is one of the primary ways to conduct search engine optimization (SEO) and increase organic ranking in a Google search.
According to Google’s Matt Cutts, “SEO is moving steadily towards becoming more of a traditional marketing-type discipline.” Its evolution moves toward limiting “Black Hat SEO” tactics that attempt to game the system.
2. Content vs. advertising
According to Roper Public Affairs, content is already more effective than straight-up advertising among many consumers. About 80% of business decision-makers prefer to learn about a company’s wares and services through web content rather than advertisements, and 60% believe that content helps them make better product and purchasing decisions.
3. Content helps customers find you
In addition to increasing customers’ trust level, content can also make it easier for you to reach intended audiences through “White Hat SEO” practices. Because search engines are the primary vehicle that most users will use to discover your site, blog posts and articles focused that contain specific, well-researched topics help build that SEO foundation.
4. Share on social networks
Once your company or brand has established online content with marketing expertise, you can expect your digital content to get shared on social media networks. That should amplify the link juice your firm needs to rank well on search engines.
“Burst the content bubble”
The Readz Blog recently noted that while an emphasis on content is always key, it’s important to separate the wheat from the chaff, to choose quality over quantity.
“Content is King” might be the ultimate catch-phrase, but it’s an important one for anyone that produces content on the Web and wants his or her voice to be heard. With some 329 million people reading blogs each month, and 27 million pieces of content shared every day, it’s important for your content not only to make a mark, but to stand out in the crowd.