News Marketing

Why Quality Wins in Content Marketing

Evelyn Ritzi
Evelyn Ritzi
BY: Evelyn Ritzi ON February 14, 2023

Content marketing is not just another buzzword. It’s an essential element of any digital marketing strategy, giving your target audience a reason to engage with your business and continue coming back for more.

But all too often, the underlying purpose of content creation gets lost along the way. Does your content really add value, or are you stuck in a cycle of producing content for content’s sake?

In light of Google’s recent Helpful Content Update, quality online content matters like never before. Here’s why:

First, a little backstory: In December 2022, Google Search rolled out a global helpful content update to “better ensure people see original, helpful content written by people, for people, in search results.”

  • Google’s algorithm aims to automatically identify (and penalize) low-quality content that isn’t helpful to searchers while rewarding the high-quality content that results in a satisfying user experience.
  • In other words, Google is going after content written purely to gain search engine rankings — not to help or inform people.
  • This confirms something savvy content marketers already know: There’s value in creating human-first, rather than SEO-first, content.

Does Your Content Marketing Add Value?

Google has provided guidelines to help marketers audit their current web content and ensure it aligns with their algorithm. It boils down to asking “Who, How, and Why” about your content.

  • Who created the content? Google recommends adding bylines where appropriate, so readers know the content is credible.
  • How was the content created? Show your work. Cite sources, utilize subject matter experts, and include photos. When it comes to AI-generated content, Google suggests adding a disclosure. 
  • Why was the content created in the first place? If you want Google to reward your content, the answer should be “to help people,” not to primarily attract search engine visits.

More Reasons to Create Human-First Content

At the Ohlmann Group, we don’t believe in a ‘churn and burn’ content marketing strategy. We work with our clients to create authentic, relevant, and helpful content that not only improves organic search rankings but, just as importantly, addresses their audience’s questions, concerns, and needs.

Based on experience, we know:

Evergreen Content Drives Long-term SEO Results

Search engine optimization is a long game. It can take months, even years, to rank for highly-competitive keywords — but it’s worth it. We focus on writing content that can stand the test of time and yield long-term results.

Helpful Content Bridges Knowledge Gaps

As content marketers, we use keyword research, social listening, and tools like Google Search Console to identify consumers’ FAQs, then we answer them with helpful and informative blog content.

Quality Content Builds Trust and Authority

Publishing consistently high-quality content builds credibility and establishes brands as thought leaders in their specific industry. We take the time to dig deeper and interview subject matter experts to offer a fresh perspective on relevant topics.

Looking for Quality Content Marketing Services?

We’d love to help you educate, entertain, engage, and inspire your audience — and rise in the rankings — with helpful content marketing services.

Reach out to get started today!

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