And you thought it was just a summer thing. Google has finally made it official: Content marketing is now its number one ranking factor.
If your company has dragged its feet on making content marketing the hub around which all its other marketing efforts revolve, you need to do an abrupt about-face. This content marketing ranking factor is the one thing that can make or break your online success.
Call it your North Star.
Google’sputs it this way, “Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.” The guide cites “blog posts, social media services, email…[and] forums” as examples of the type of content you need to rank atop search results.
In other words, content marketing. Now more than ever, it’s time to embrace this ROI-generating marketing tactic.
With 6 times of the conversation rate of companies that don’t use it and at 62% less costs,content marketing won’t only rocket your company to a higher spot on your prospects’ searches. It could also catapult your ROI to new heights.
Look at the reason Google is in business.
Google’s success rests on one thing: its users finding the information they need to quench their thirst for knowledge and solve their problems. Users find that information in published content, whether in blog posts, forums, videos, social media conversations, email newsletters, or other forms of digital communication.
The better the content, the more satisfied Google’s users will be. Google’s entire business model rests on the quality of the content people post online. Creating world-class content, then, must be your company’s number one marketing priority.
But, no matter how good your content is, it won’t connect with your target audience if they can’t find you. That’s why it’s critical that you optimize your content for your target market’s searches.
Gone are the days where you could just load up your content with keywords and call it a day. Google found out years ago that keyword-stuffed content made for an awkward read. Not the stellar user experience they wanted to deliver to their users.
Focus on your target customer, and you’ll likely catch search engines’ attention as well.