August 23, 2017

Content Marketing – Is Quality Really Important?

With Google’s ever evolving algorithms, producing fresh content is more important than ever.

Importance of good content marketing But does it have to be high quality or will any old thing do?

If you’re outsourcing your content production, don’t let financial matters cloud your judgement, as quality will always outweigh quantity.

Not convinced?

OK, look at it this way. Everything you put out on the web is there to promote your business in some way shape or form. It may not be a blatant advert, but it will be designed to drive traffic to your website and therefore will be associated with your company.

Now are you beginning to see why quality is important?

If you’re still struggling, here are 6 points worth remembering when it comes to content marketing.

1. Reflection

As mentioned above, every piece of content you put out under your company’s name will reflect on you.

If the content is sloppy, grammatically incorrect and downright boring, it will damage your reputation.

2. Crowds

Because there’s loads of content on the Internet, yours has got to stand out if it is going to be seen. Second-rate articles will fall by the wayside, but something that’s well written, engaging and informative will rise to the top of the pile.

3. Penguin

Google is the master at moving the goal posts, as demonstrated by its constant algorithm changes. The latest one, Penguin, can sniff out bad content a mile off. It looks at the time people spend on pages, how many shares they get and bounce rates etc., making it easy to sniff out the bad stuff.

So if you want your content to perform well in the search results, it’s got to be good.

4. Longevity

Unlike print, what appears on the Internet today isn’t going to be tomorrow’s chip wrappings. Once you publish an article under your name, it’s there for life. So if it’s badly written, it will have a long lasting detrimental effect.

5. Quality vs price

Rather than swallowing hard when the copywriter you approach tells you how much it will cost for a high quality, well researched and superbly written article, consider this. If the content is good and demonstrates a compelling reason for the reader to buy your product, its value is considerably more than one written as SEO padding that couldn’t even tempt someone lost in the desert to buy a bottle of water.

6. Business magnet

In the same way that people will judge your business on your website, brochures and emails, they will also judge you on your online content.

Badly written articles and blogs won’t inspire anyone to pick up the phone and want to do business with you.

These 6 reasons are why it is vital you put quality content before price. Even if that means you put less ‘out there’, what you do put out will bolster your reputation as a quality company that offers great information to its clients.

Can you really afford to jeopardise your reputation with sloppy, substandard content?

I doubt it.


About Sally Ormond 15 Articles
Sally Ormond is a UK based freelance copywriter (and SEO Copywriting specialist) who works with businesses of all sizes and industries to create eye-catching, persuasive copy. But her writing doesn’t stop there - also a self-confessed Twitter addict (@sallyormond) and blogger, she offers a wide range of useful articles about copywriting, marketing and social media in business on her blog, Freelance Copywriter’s Blog.

5 Comments on Content Marketing – Is Quality Really Important?

  1. Quality is more the king than ever. And with the Penguin update Google is more sensitive to spelling errors and even grammar issues – high quality content will perform better in search results when compared to the same exact copy with spelling/grammar problems.

    I’d add the importance of planning a content campaign, as well. Beyond the consistent blogging that most of my clients want from me, it takes a lot of thought to develop a content plan that converts visitors to buyers.

  2. Haven’t heard the words ‘chip wrapping’ since I left the Old Country! Great article, Sally.

    It’s ALL about content. If you aren’t being read, you are invisible, no-one knows how easily navigatable your site is, and no-one will link to it. Start with a joke line to get people’s attention, use someone’s first name to show familiarity, then make a point that someone will reply to. Oh, and don’t forget to plug for a click!

  3. Justyn, I completely agree. Quality content primed for seo beats several shabby articles anyday. Planning a content campaing really will reduce your headache and give your target audience a more consistent view of your business.

Leave a Reply