What Quality Content Means in This Day and Age

How do you get more website traffic 🚦, social shares, leads, and visibility in Google?

Individuals, businesses, and brands are producing a ridiculously enormous amount of content every minute 🕒. That means your content is getting lost in the noise 🔊. The popular answer you’ll hear from marketing experts is: “create quality content”. Great. One question. What is “quality content”, really 😳?

Here are the five 🖐️ things how we defines quality contents:

1️⃣ Quality content is defined by data 📊

Always based on your biased views of your own work. Data is the only objective way to tell whether your content is a unicorn 🦄 or a donkey:

Unicorn content 👉 This is your best, most magical ✨ content, performing among the top 3 percent of all your content. Unicorns rank well in Google (Position 1-3) and drive the most traffic 🚦, engagement, and leads.

Donkey content 👉 This is your average and below average content. It makes up the remaining 97 percent of your content. But a donkey is still just a donkey - no magic here! Donkeys will never achieve unicorn status.

2️⃣ Quality content achieves marketing objectives

Unicorn content can be long or short 🤏, have zero images or 10, and have a couple spelling errors or totally perfect grammarisation. Ultimately, it's about whether your cornerstone content achieves its marketing goal 🥅, whether that is generating traffic 🚦, rankings, engagement, or conversions.

3️⃣ Quality content ranks well in Google

Google measure 📏 engagement through a combination of click-through 🖱️ rate (people are clicking on your content) and dwell time 🕒 (people are spending time and/or engaging with your content). CTR is important for SEO because, for every 3 percent increase 📈 or decrease 📉 in CTR your experience, your position can go up or down by one spot.

4️⃣ Quality content has lots of social media engagement

This is why fake news thrived on Facebook. It was all about engagement. People clicked on, shared, and commented on the fake news 🤡 because it validated their existing biases, not because it was "quality content." Facebook's algorithms favoured content popularity over authority, which helped the stories spread to more people's' news feeds. Obviously, fake news = bad 🙅‍♀️. We're totally against it. But you can learn from it.

To capture the attention of social media users you need content that triggers an emotional response. Only content that achieves high engagement on social media can truly be called quality 💎.

5️⃣ Quality content converts

If you can get people to click 🖱️, it's more likely they'll ultimately convert, whether it's signing up for a webinar, filling out a registration form, or buying a product or service. If you want more people to click, increasing brand affinity is the best way to do it. People who know your brand are more likely to choose you over brands they've never heard of.

At the heart of unicorn 🦄, content is a truly remarkable, engaging, and inspiring idea 💡. So if you want your marketing - and your company - to be more successful, you need to come up with better ideas 💡💡💡.

Work with us today to develop a truly high-quality content. Start optimising for engagement and you will find huge content wins 🏆🥇!

Reference:
WordStream, Larry Kim, November 29, 2018