The advantages of good content writing
Regardless of whether online or in print: good, appropriate and above all error-free content is an important factor of success for every company. Especially in the digital age, good content helps you to be found, to get in touch with potential customers and, in the best case, to be perceived as serious and professional. Learn more about why good content is so important for you, especially in this day and age, and how we as a content marketing agency can help you.
What is content and why is it so important?
In the digital sphere, we refer to the content of a website as content. It includes texts, images and videos and should offer added value to the prospective customer. Good content is written both for customers and for search engines. Because in search engines like Google, your offers are found by potential customers, who become aware of you in this way.
Whereas in the past marketing often did not push your advertising in a particularly targeted way (push character), in the digital age your content should now be actively drawn to you by potential interested parties (pull character). For this, your content must offer added value and/or entertainment in order to convince. In addition to the actual content, a good content agency will take care to optimise your content for the search engine. We call this search engine optimisation “SEO”. Google lets over 200 different factors into the ranking of its search results, which can be optimised in your favour.
How is good content created?
Good content is rarely created by pure chance, it is usually the result of a professional process. This genesis can be roughly divided into different phases that build on each other. A good content writing agency keeps an eye on these phases for you:
Find your target group
The most important aspect before creating the actual content is the question: Who exactly is your target group, who do you want to reach with your content? A precise target group analysis is advantageous for this. The creation of personas can help here. A persona is a prototype of the potential reader and includes demographic (age, gender, marital status) and socio-economic characteristics such as level of education and income. It also takes into account their needs and drive. In this way, your content can be precisely tailored to the needs and concerns of your customer.
Finding topics and content screening
A thorough target group analysis is followed by the phase of finding topics and screening the content. This is done, for example, through brainstorming. For each of the topics found, a keyword should be found for which the potential customer is searching. Subsequently, the found topics are screened for the already existing content of competitors. In this way, you can avoid too much competition and find out what added value you can offer with your content.
Researching the contents
The third phase is the in-depth research of the content, which is the basis for good content. Doubtful or false information must be excluded, well-researched information with added value makes you and your company look serious and professional.
In this phase, it should first be checked whether the topic found and the researched content really correspond to the interests of the target group and offer them added value. If this is the case, it should be checked whether the necessary expertise is available to create the content. If this is not the case, external expertise must be consulted. Finally, other sources are consulted and thematically placed in an overall context for your readers.
Content curation
Small companies in particular hardly have the opportunity to produce all content such as images and videos themselves. Therefore, as part of a successful content strategy, missing but added-value components can be curated from other sources. The prerequisite, of course, is that you are the owner of the rights in order to avoid a copyright dispute.
Good content and SEO
Your good content works best when combined with SEO. Search engine optimisation ensures that your content ranks as high as possible in Google‘s organic search results through a combination of OnPage (on the text) and OffPage factors (from outside your website). This makes them highly visible to potential customers in search queries. Some well-known OnPage factors include the use of keywords in sufficient quantity as well as in headlines and subheadings. The keyword should also be present when optimising the metasnippets (preview texts in Google search). Probably the most important off-page factor is backlinks (i.e. from other pages to your content).
Summary Content Marketing Agency
Professionally created content enables you to address potential customers and maximise the economic success of your company. Good content is the result of a well thought-out process: At the beginning, a thorough target group analysis takes place with the help of personas. After the prototype of the potential customer has been found, the identification of topics and a screening of the content of the competition begins. Through thorough research, errors and doubtful information are eliminated and it is checked once again whether you are actually creating added value for your readers. By curating thematically appropriate content, your content is additionally enhanced. Your content will be more visible in Google searches if it is optimised according to SEO aspects.
Creating good content is a complex and difficult process. Therefore, have your content created by a content agency that keeps an eye on all aspects for you and thus benefit from their expertise.