Everyone must have heard the old phrase “content is king” however, the truth is that not all content is created equal. While it’s true that anyone can create content, that doesn’t mean that that content will achieve what it sets out to do.

There’s a huge difference between basic content and high-quality content, and there’s an equally enormous difference between the amount of business that both kinds of content can generate. So, let’s take a closer look at what good, effective content really looks like.

Consistency, Volume And Relevance

fulfil its true potential, content must be well-researched, well-planned and well-created. Relevance to the reader is essential and content that can answer queries, address pain points and provide useful information couldn’t be more important.

There is also a common misconception that a few paragraphs will do – yet evidence has shown that longer-form texts are far more effective in attracting and retaining an audience. Vitally, consistency also has a key role to play – quality content cannot achieve its goals if it’s only published sporadically.

Your audience needs to know that they can count on regularly published, high-quality posts that will retain their interest and give them value.

Establishing A Brand As An Authority

There has been considerable research to show that customers choose which purchases to make based on which brand they identify with and feel good about. Quality content has an important part to play in projecting a positive brand image in the minds of potential customers.

Quality content inspires trust and establishes the brand as a leading authority in its field. In fact, evidence has shown that over 60% of all consumers report feeling better about companies that deliver high-quality content consistently. It’s easy to see, then, why regularly publishing great content is so essential to attract and retain customers.

Influencing Purchasing Decisions

70% of consumers prefer learning about brands and companies via content rather than from adverts. With this statistic in mind, it’s clear to see why consistently publishing relevant and high-quality content is so important when it comes to helping potential customers to learn more about a brand’s services and products.

Long-form content gives businesses the chance to develop a story, style and voice that lets consumers see their core values and personality and allows them to connect with them on a more personal level instead of solely a corporate one.

Addressing Consumer Questions

Content is an influential medium for dispensing knowledge, and the most effective content addresses questions that are specific to a business’s target audience. A generic blog simple won’t cut it in today’s modern online environment.

Creating real value through the provision of responses to consumer questions about services and products is the best way to build up trust and create an impression of helpfulness. An evergreen, informational post is helpful, not salesy, and will build up confidence in the brand.

The Take Away

So, what can we learn from this? Essentially, by regularly publishing useful, informative and engaging content that offers something of real value to your target market you can drive up visitors to your site and thus increase conversions.