Many Australian businesses fail to understand the true meaning of high-quality content.
Brands often confuse high-quality content with advertising and other digital promotion strategies and tactics.
The real meaning of high-quality content is about helping people by adding value to their lives.
High-quality content grows your brand
1. High-quality content doesn’t mean advertising your brand
2. High-quality content means more than a checklist of features
3. High-quality content means successful business results
4. High-quality content means business growth
5. High-quality content educates your audience
6. High-quality content means making people’s lives better
7. High-quality content fuels search engine optimisation
8. High-quality content is critically important for social media
1. High-quality content doesn’t mean advertising your brand
Some brands in Australia believe they’ve created high-quality content after commissioning expensive copywriters and designers to produce eye-catching material.
They cannot believe this content is not ranking on the first page of Google Search, and not generating massive shares on social media.
Typically such brands have produced content that may look beautiful and read well, but it’s too internally focused. This content is actually low quality because it’s usually all about the brand rather than the problems and issues people are seeking answers to. The content is transactional rather than informational.
2. High-quality content means more than a checklist of features
Other Australian brands believe high-quality content follows a series of features.
These features can vary from technical to aesthetic. Great content is considered to be:
+ Active
+ Useful
+ Memorable
+ Quotable
+ Readable
+ Reportable
+ Searchable
+ Shareable
All of these attributes are important to your content and your brand. But even if your content has all eight of these features, it still may not be considered high-quality.
Australian high-quality content is defined by more than a list of features. Ticking off a checklist of features doesn’t make your content successful.
If your content isn’t successful does it matter if it included lots of pretty images, had perfect spelling and grammar or used a specific number of words?
3. High-quality content means successful business results
High-quality content is successful content that achieves measurable business results.
These results can vary according to your brand and business needs. They include lifting Google Search rankings, driving visitors to your website, deepening audience engagement and boosting conversions.
Measuring the success of high-quality content has to take broader business needs into account. Content produced in a vacuum with no measurable outcomes will produce very little value.
High-quality content can influence your business growth. Produce relevant and high-quality content that helps people and helps your brand achieve its goals.
4. High-quality content means business growth
Your website will build or break your brand and your business.
From search engines to blogs and social media, worthwhile high-quality content can promote your business most effectively. Low-quality content can damage your online presence.
High-quality content doesn’t just connect your brand to your audience. More importantly it builds trust between your brand and your potential customers.
Greater trust leads to greater sales and long-term growth.1
5. High-quality content educates your audience
High-quality content isn’t about selling.
First and foremost, high-quality content is about helping people solve the problems and issues they face. Great content directly answers the questions your audience are asking.
Your audience has to find your content relevant and useful. It’s your responsibility to produce content that educates your potential customers properly. Inform and enlighten rather than hustle and spin.
6. High-quality content means making people’s lives better
Use high-quality Australian content to enlighten people on how your products and services can solve their problems. How your products and services can make their lives better.
People don’t care what your products and services can do. People only care about what your products and services can do for them.
Keeping your content and articles focused on genuinely helping people will lift your content above any rival content. Show how your products and services can make life easier.
With the right high-quality content addressing the problems people face, your brand can become the go-to resource online.
7. High-quality content fuels search engine optimisation
Search engines are where people go to find answers to any issue, concern or question.
Optimising your high-quality content with short-tail and long-tail keywords can significantly lift your domain authority and search engine ranking so more people can find you. This means more clicks, more connections and more customers.2
Low-quality content lacking proper keywords and relevancy is actively suppressed by search engines because it delivers a substandard user experience.
Google Search considers unmaintained websites, keyword stuffing, exaggerated headlines, duplicate content, poorly-written content, grammatically inaccurate content, not enough main content and inaccurate content as low-quality content that will result in lower search rankings.
Consistent high-quality content that’s been optimised for search engines will help your brand rank higher and higher.
8. High-quality content is critically important for social media
Social media platforms have become an important way to reach your audience.
Social media can build bonds with your audience, maintain good relationships, seek authentic feedback and generate visitors to your business website.
With the right high-quality content you can lead people to your website and encourage them to learn how your products and services can help them.
Use high-quality content to draw more people to your brand and your website with high-quality content.
Conclusion
High-quality content doesn’t mean pretty images and snappy copywriting.
High-quality content isn’t about advertising tactics or following a checklist of features.
True high-quality content that Google Search ranks higher means the type of valuable content that helps people, adds value to their lives and deepens connections over time.
Create high-quality Australian content that’s meaningful to your audience.
References
1 Barrett S 2019 ‘Why building trust is key to sustainable long-term sales relationships,’ SmartCompany
2 Levy A 2014 ‘Want to lift your Google ranking? Hire writers.’ CNBC