Oh for the love of content! Here’s our two cents on why you should never sacrifice quality content purely for the sake of SEO.
Inserting keywords and writing copy to appeal to an algorithm requires careful thought and creativity to keep your business’ tone of voice intact and to deliver quality content to your audience.
Don’t sell your business short by prioritising quantity over quality. Sub-par content can scare away potential customers and confuse existing ones. They can tell something’s a little ‘off’. Like when your Facebook is hacked and your friends get a message inviting them to a mysterious ‘Real Ray-Ban $$$ale 90% off!!!’. It’s pretty obvious it’s not really ‘you’ speaking.
What we’re dealing with
For anyone who appreciates elegant writing and a good story, reading churned-out content with no feeling (or sense) behind it leaves a bad taste in your mouth. It may get you to the top of search engine rankings, but at what cost?
You can spot poorly written, ill-advised content a mile off. Common signs are:
- keyword stuffing
- obvious repetition and
- clearly talking about something just for the sake of it.
Here’s a taster:
See what we mean? These tactics fool very few people. Least of all real, live customers who visit a website in search of information they can use.
Thoughtlessly pumped-out content seems to be everywhere – especially online, where businesses are told they must beef up their content regularly (even when they have nothing new to add).
The SME content dilemma
It’s not difficult to see how this proliferation of not-so-hot content makes its way onto the web.
There’s a global content obsession.
Just about every marketing agency, digital agency, business blog and marketing publication waxes lyrical about the power of content.
And for good reason.
What’s not often considered however is whether SMEs are in a position to produce quality content regularly.
Creating the good kind of content is a skill. It takes experience and it takes time.
SMEs, our little economy-driving champions, often have more pressing things to worry about – such as immediate operating costs, paying back the taxman for last quarter and growing their business next quarter.
They know they can’t afford to ignore content, though. They read all things marketing-related in good conscience to generate enquiries and (fingers crossed) convert. And, in the majority of cases, they are informed that content holds the key.
So they know they need to produce content. They know they have to produce it regularly. And they know their bank balance.
And here lies the reason for the abundance of super-average content online.
It’s the state of affairs that gives rise to the un-strategic, generally overseas $1.50 p/h copywriters and 10c social media posts.
What to do
Understand your resources
Know what is and what isn’t achievable resource-wise when it comes to creating content. Even if you are using ‘cheaper’ providers, the content you receive will only be as good as your brief.
There’s no getting around the fact that you’re the expert at what you do. Not the content creator. You’re still going to have to share your knowledge and give them direction – and that takes time.
Resist the temptation to upload inferior fluff
One thing done well is far more powerful than a few things done ordinarily. If you feel something is beneath you, don’t post it.
Remember who you are | #keepitreal
Authenticity and genuine passion come through loud and clear in content and they sell better than anything. They cannot be faked. You take pride in what you do, so take pride in what you post.
When producing content, go back to the beginning and consider your business values. Does the content align with these? Does it benefit your customer? Is it an accurate representation of your business?
Very important because you never know who will read what you’re posting. If the content you’re producing sounds insincere, anyone (human) who reads it will be able to tell.
SMEs, we salute you!
Don’t forget to #keepitreal