SEO is going through massive disruption where content as it is, is not king anymore. However, according to Deanna Brown, CEO of Federated Media Publishing, “Content, in the right context, is ultimately king now” or if content is king, then context, definitely, is the queen now.
This metaphor “content is king” is thrown around in the industry quite often by SEOs, but sadly very few understands it.
Welcome to the evolution of content, where storytelling, and technology are the most important SEO tools now. As Seth Godin puts it, “great marketers don’t talk about features or even benefits. Instead, they tell a story–a story we want to believe, whether it’s factual or not”
In the world of information overload, as I often talk about, your potential customers, or your web visitors are more likely to stick to your page if you tell them a story that resonates with them, whether in the form of visual content, simple text, or any other creative form – stories are like religion, they make us believe in anything without much empirical data, they create emotional touches, and grabs our attention.
The question is, should every site owner or every brand think like a publisher now due to this evolution of content? My answer is, definitely yes – the rise of content marketing is, and should be, integrated throughout the entire buying cycle, website, and blog experience.
Here are 3 most important ways you can benefit from this disruption in SEO and use content in the best way to leverage. By the way, SEOReseller.com content writing services can help you fulfill your content requirement as well.
1.) Put the social in content
Contrary to what many believes that content should be for SEO or social media success, I believe you need first learn how to be social online before pushing out content. You need begin with a) understanding your audience persona b) engage with them c) learn what they prefer. Only after this, your content should be framed in a story that resonates with them – this is when you will increase your “engagement” by pushing content that people want because you have learnt about their preference.
2.) Make your content about them
Next time when you write an article or content for your product page, make sure you communicate in the language of your audience. There is no reason why Apple’s Marketing Guru, Regis McKenna, thinks that the 1984 ad was more successful than Apple itself – because it connected with their audience on an emotional level.
3.) Humanize your brand through photos
Visual content in the form of photos, memes, video slides, and infographic can humanize your brand. When Zappos wanted to create a winning social media strategy, they showed their company culture, customer appreciation, and what they were up to through photos, stories, and videos across all of their social media profiles, in the form of visual content – our audience are people, they have feelings, emotions, and love to talk to be shown the human side of your company.
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