We’ve all heard the expression “content is king.” But what does that really mean and why is good content so important to your online marketing efforts?

First, let’s start with the basics. When we talk about “content,” we’re talking about the copy you create (or you have someone else create) for your website, blog, social media, emails and other online marketing tools. Here are just some of the reasons that creating compelling content is so important in today’s oversaturated marketplace.

It encourages people to interact with you
An interesting Facebook post or Twitter tweet is likely to get people to like, comment and share your post, exposing your company to even more people. If you can get people to engage with what you’re writing about, it helps to generate interest in what you’re saying and hopefully, get them interested in your product or service.

It establishes you as an expert in your field
Good content engages the reader and makes them want to read more. Consistently good content creates a following of people interested in what you have to say, which positions you as an expert in the field you’re writing about.

It builds traffic
As we discussed in this post, great content helps drive traffic to your website. Search engines love fresh content, so a consistently updated blog – original content with internal links to other relevant content – helps a website rank higher when people search for keywords and phrases. In short, fresh content is great for SEO.

So, now that you understand the importance of great content, how do you create it? Here’s some tips:

Make it original
By this, we mean more than don’t plagiarize (although plagiarism is a major no-no). We mean write something from scratch and make in interesting and compelling – make the idea behind the content original. We’ve all read articles on fall prevention and the benefits of exercise. Try to find something that no one else is talking about and, if you do write about a familiar topic, find a new angle in which to tell your story.

Create a compelling headline
As we mentioned in this post, your headline will determine whether or not your audience decides to read on or skip over your webpage, article or blog post. Headlines that make a promise (“Six Ways to Lose Weight Now”) are a good way to create interest.

Provide advice your audience can utilize immediately
If you’re writing an article on the importance of keeping a positive attitude, include some tips on how your readers can accomplish this in their own lives. This not only makes the content more valuable, it positions you as someone who is an expert in solving problems.

Hire a content expert
IlluminAge has over a quarter century of expertise on creating great senior care content, including our AgeWise Content to Go and EngAge eCommunications programs, among others. Our expertise allows us to create content that will reach your audience, enhance your brand and drive traffic to your website. Contact us today to get started!