If you’re working on a content marketing strategy for your website (that is, writing content in order to drive search engine rankings), it can be tempting to push out something less insightful in favor of producing more content.

 It’s a trap; don’t fall for it.

1 insanely high-quality article could drive more traffic than 100 low-medium quality articles.

Think about your own trip to your email inbox. Are you thinking: “I just don’t have enough email to check – anything at all is fine, I just need some reading material!”. I doubt it. You’re likely thinking “I don’t have time for any of this, I’ve more important things to do”.

It’s a rare occasion for you to spend time reading an article that’s come into your inbox – except for the 2-3 newsletters that you’re subscribed to that always have incredible content to share. They’re always fascinating and severely related to you, so you’re willing to take time out of your day to read because they enrich your life.

You want to make it your goal to write content that’s that good.

Google Panda Update

Another reason to really put yourself in the “great content” game is Google’s “Panda” update. This is a special system created by Google to penalize websites that produce low quality content.

So write all you want, if your content is just regurgitating the same old ideas found everywhere else on the internet, you could be straying too close to a ferocious stray dog.

If you’ve been hit by the Panda algorithm, the simplest way to reverse your penalty is to increase the quality of the content on your website. This might be a large job, depending on how much content you have.

The Hallmarks Of Quality Content

Adding in a unique perspective or commentary based on your expertise is the easiest way to make your content more unique and original. While you’re adding that in, make sure your voice and personality really represent the business well; this way visitors get to know you and come to expect your brand of information.

Some key indicators of incredible content include:

  • It has that “been there – done that” voice and flair.

  • It has specific knowledge that comes from real experience.

  • It supports a depth of useful information – you link to sources, such as this link to Make Your Content PreSell, which is where this “incredible content criteria” was originally listed.

  • It is spun or positioned in a way that is uniquely yours.

  • It is consistent from web page to page, newsletter to newsletter, Facebook post to post, tweet to tweet, from week to month to year.

Beyond those criteria, you might also consider creating content with:

  • professional images to help illustrate what you’re teaching

  • a catchy headline to grab a visitor’s attention

  • infographics or videos that make difficult concepts simple

Because you’re the expert in your field, you’re the best person to write this content. You might not have time though, in which case you should hire a writer to interview you and ask you questions related to whichever subject you’re talking about.

If you don’t have time for regular interviews, then you’ll want to find a writer who has knowledge and experience in your area of business.

And lastly, if you can’t find a writer who has experience in your area of business, at least find a writer who’s really good!

Summary:

  • Create content that blows visitors away

  • Producing huge amounts of low-quality content is a sure-fire way to get hit by Google’s Panda algorithm.

  • Hire a writer if you don’t have time to do it yourself

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