Phrases such as “Targeted Content” and “Search Optimization” involving have become ubiquitous in the digital marketing world. Companies are becoming more and more aware of the fact that they need a least periodic content generation for their websites to be in any way searchable on Google. Without that targeted content, it is entirely possible no one will ever find your website.
But in this rush to maximize keyword usage, posting frequency, and search rankings, are you pausing to think about the quality of your content?
The fact is, one of the most damaging mistakes a company can make with their digital marketing campaign is an overemphasis on creating targeted content that is so focused on keyword usage that it is unreadable to the audience. This is often seen on less reputable websites that are known for “clickbait” wherein the content is written in a sensational and misleading manner so as to pique the curiosity of users.
But while heavy user traffic is, in general, a good thing, the truth is that these types of lowbrow content will do a lot more damage to your reputation than they will benefit you. Customers in the digital age are inundated by advertisements, and their tolerance for misleading or uninformative content is near zero. If the content on your website is not useful to your prospective customers then they will be entirely disinterested in doing business with you.
The most effective approach to content marketing on your website is a blend of targeted keywords and useful content. You certainly want your hopeful customers to find your website, but you also want them to find the content engaging and worthwhile. Quality content establishes your business as a reputable expert in your chosen field, and this can build existing customer loyalty and draw in new business.
So remember, not all content is created equal. Make your website targeted and useful to your customers!