The importance of consistent content

The importance of consistent content

Content is king, right? Perhaps that’s a bit too simplistic. Content is really only king when it helps you grow your brand. You can create an incredible amount of content, but it won’t do you much good if it’s not advancing your brand. To really create impact with your content, there’s another important factor to keep in mind: consistency. Do you want to create engaging content that truly impacts your brand? Then you must create consistent content. In this blog post, we’ll outline what that means and why it’s so important.

What is consistent content?

It’s important to be consistent in what you share, how you share it, and when. Quality and frequency are key when it comes to consistent content. Your content must be of consistent quality; better than that of your competitors. Just consider how much content you encounter all day long, on Google, on social media. Then you’ll understand that your content must be of high quality in order to stand out. Whenever you’re creating new content, always ask yourself the following question: is the content attractive enough? If the answer is no, there’s more work to be done.

You should also be creating new content at a consistent frequency. Each day, we have so much content to process that it’s impossible to recall what we read a few months ago. In many cases, we can’t even remember what we’ve seen over the course of the past month.

Of course, it’s still possible to rank highly in Google searches with older content, but only if you’re frequently posting new content. Google is a huge fan of new content. The search engine considers it a sign that your website is up to date and that the information listed on it is relevant. The reward you’ll get from Google? A higher position for your website in search results.

Why is consistent content so important?

Consistent content is qualitative content that is posted frequently. The content is attractive and more interesting than what your competition is sharing. And the posting frequency will prompt Google to reward you with a higher place in search results.

But there are more reasons why consistent content is essential to your brand:

  • It creates authority and trust. Websites with a lot of new and high-quality content are assigned a higher domain authority than websites who don’t have the same. Additionally, consistent content builds trust with your potential customers. By frequently creating qualitative content, your brand will become known as an expert in its field.
  • It creates brand recognition. Only high-quality content will allow you to reach a large target audience online. It strengthens your brand image and grows your brand. Long term, it influences the behaviors and the brand experience of your potential customers.
  • It creates more leads. Are you consistently creating qualitative content? Then you’ll increase the chances of reaching potential customers. Highly read blogs and email newsletters can generate leads you never would have reached otherwise. Consistent content is a tool for lead generation that should not be underestimated.
  • It creates a better position in search results. The rules of SEO are constantly changing, but consistent content has long been a great way to improve your Google ranking. The quality and frequency of your content tell Google a lot about your website’s relevance when it comes to certain keywords and search terms. And the more relevant your content is to a search query, the higher your website will rank in Google search results.
  • It leads to more visitors. Customers who trust your brand, more brand recognition, and a better position in search results: altogether it all leads more people to your website. The greatest thing about consistent content? Once you’re known for creating high-quality content, visitors will come to your website first whenever they’re looking for information about your field of expertise.

How do you make sure your content is consistent?

By frequently creating content of excellent quality. That can be done in a few different ways.

For example:

  • With a biweekly blog,
  • email newsletters, and
  • actively sharing content on social media.

In all your enthusiasm, don’t forget the part about “high-quality content.” That means you need to research your audience. Ask yourself the following questions:

  • What do they want to read?
  • What do they want to know more about?
  • Are you already measuring how well your content is performing?
  • Is it possible to reach a larger audience?
  • Does your content influence your audience’s behavior and brand experience?

Once you have clear answers to these questions, you’ll be one step closer to consistent, qualitative content.

Textmetrics as a tool

Before you get started, formulate a content strategy. That lets everyone within your organization know that content isn’t just an afterthought. You won’t be publishing randomly, rather you take your content seriously and want everyone within the organization to do the same. Create a style guide and highlight the ways you wish to communicate about your brand. When it comes to Textmetrics, we have practical tools that can serve as a support for everyone in your organization who creates text content. From now on consistent content is king: engaging content that creates an impact on your brand and brand experience.

Get in touch to discuss how to implement Textmetrics in your organisation

Textmetrics launches Episerver CMS plugin

Textmetrics launches Episerver CMS plugin

Our new Episerver CMS plugin allows you to use the Textmetrics content analysis and suggestions directly in your Episerver CMS. The plugin supports our advanced SEO analysis and our state-of-the-art content quality analysis and suggestions.

About Textmetrics

Textmetrics is the content creation and content performance monitoring platform that enables you to create content specifically for your target audience. The aim of Textmetrics is to make sure your content is found better and converts better. With Textmetrics you can make sure your content is SEO friendly and matches your target audience in terms of readability (B1 level), tone of voice, sentiment and several other important aspects. Resulting in more traffic and higher conversion on your site.

Textmetrics integrations

Textmetrics has several other plugins available for popular CMS’s like ao. WordPress, Drupal, Sitecore, Craft, Umbraco and also for Microsoft Word and Outlook. More information can be found on the Textmetrics plugins page.

Textmetrics launches new version of Joomla plugin

Textmetrics launches new version of Joomla plugin

Our free plugin for Joomla is extended with the text conversion optimizer. With this update you can easily check your content quality. Is your text too complicated for readers? Male or female oriented. The text conversion optimizer module analyses your content and helps you increase the readability of your text and improves the chance of conversion.

The Textmetrics plugin integrates with the Joomla editor.

About Textmetrics

Textmetrics is the content creation and content performance monitoring platform that enables you to create content specifically for your target audience. The aim of Textmetrics is to make sure your content is found better and converts better. With Webtexttool you can make sure your content is SEO friendly and matches your target audience in terms of readability (B1 level), tone of voice, sentiment and several other important aspects. Resulting in more traffic and higher conversion on your site.

Textmetrics integrations

Textmetrics has several other plugins available for popular CMS’s like ao. WordPress, Drupal, Sitecore, Craft, Umbraco and also for Microsoft Word and Outlook. More information can be found on the webtexttool plugins page.

How to reach your target audience

How to reach your target audience

SEO copywriting is incredibly important in your online marketing strategy. But even more important is to reach your intended audience. In this blog post, we’ll give you tips and tricks for identifying your target audience, how to segment them, and how to apply this within your strategy.

Much too often, we see copy and advertisements that are based on nothing. The key audience gets forgotten, which leads to content that completely misses its mark. When copy is written for no one in particular, it won’t appeal to anyone in particular. These types of content and ads cost time, effort, and money, without any payoff. What a waste. Your online marketing strategy starts with your target audience. When you know exactly who you want to reach, you can apply content optimization, making sure copy and ads are working for you. The more in-depth knowledge you have of your audience, the more precision you can put into your advertising. You’ll start to see higher conversion rates and better ROI statistics!

Defining your target audience

Start by defining the specific group of people you want to reach with your marketing message. This group is interested in your solutions and is very likely willing to purchase your products or services. The more specific you can be, the better. This way, you will discover the very core of your audience — those people who are most likely to lead to conversions after encountering your ad. Start with a broad base and then narrow down your audience in as much detail as possible.

This is where we often see companies fail. They think they know who their key audience is, but their target group is often based on nothing. Our advice is to conduct audience research, to analyze the data from social media channels and Google Analytics, and to take a close critical look at the results from previous advertising campaigns. Age, location, language, income, behavioral characteristics, demographic markers, interests, position, and more are all important information. See more tips below to help with your targeting:

  • Determine who is already using your services or products by taking a closer look at your customer database.
  • Look into your competitors.
  • Determine the benefits (so not the characteristics!) of your products and services versus those of your competitors.
  • Describe your key demographic: outline who your target audience is and which problem they have that can be solved by your service or product.
  • Test! Conduct an A/B test to discover which advertisement gets the best response from your target audience. This way, you’ll gather even more valuable information about your target audience.
  • Adjust where necessary. Gradually, you will gain even more insight into your key audience. Once you do, adjust your audience description and of course your online marketing strategy.

Audience targeting

Now that you have researched your target audience, it’s time to target them in your campaigns. This will look different for each company or organization. For a plumbing company, that target group might include property owners, whereas pregnant women would be a likely target audience for an obstetrician. Other audience demographics could be:

  • single men between 20 and 30 years old;
  • dog owners;
  • or retired seniors.

Sometimes a target audience will be considerably small (an expensive Italian menswear brand), other times it will be much larger (a toy store).

No matter who your target audience is, you should still break it down into segments within your campaigns so that you can reach people effectively. On Facebook and Instagram it’s quite easy to segment audiences, but in Google Ads things become a little less specific. That’s why it’s important to create content that is geared towards the type of audience you are aiming to reach. It’s possible that you have multiple target audiences. In that case, set up a different campaign per audience, so that you are providing solutions for their diverse needs. Always keep your key audience(s) in mind when you are writing content, photographing products, and filming your business processes.

Target audience is the first step

Now that the importance of a target audience is clear, you’re ready to get started. Who is your audience, what are their needs, what is the best way to reach them, and with which content? Once you answer those important questions, you’ll notice that your campaigns become more effective and drive more revenue. Defining and targeting your core audience is the first step towards success!

How do I increase the ROI of content marketing?

How do I increase the ROI of content marketing?

Great content marketing takes serious time and energy, and the cost can also become quite high. That’s why it’s important to keep the return on investment (ROI) as high as possible, so you actually get something in return for all your efforts. That “something” can be, for example, more traffic to your website or increased online sales. How to improve your ROI, that’s what we’ll dig into in this series of blog posts.

Aim for position 0 in Google

Position 0, also known as the featured snippet, is the text box that pops up in a Google search and gives you a direct answer to your search query. Research has shown that position 0 generates a whopping 114% more traffic to a website than position 1. Clearly, it’s well worth the battle! You’ll see the best results by using the right keywords. To help you in that area, you can use Textmetrics Content Ranking. That tool indicates whether you’re on the right track and offers you tips for improved keywords.

Practical tips

You might think that position 0 is only available to online giants like Wikipedia. It’s actually also up for grabs for your company or organization, but of course within search queries that are relevant to your business! To improve your chances of reaching this position, you can apply the tips listed below.

  1. Use questions to your advantage. It’s smart to use actual questions in your web text, like “How do I rank higher in Google?” and “How can I maximize the ROI of my content marketing?” Then you answer the question very briefly in the intro and expand on your answer in the body of the post.
  2. Are you a small business owner? Focus your efforts on local SEO, like “Where can I find a washing machine in Amsterdam?” or “How do I get to the closest café in Victoria?” Make sure to answer those questions briefly, just like in tip 1.
  3. Use keywords that already score high in other articles on your website. Not sure which ones those are? Try using the handy Content Ranking Index by Textmetrics.
  4. Run the Textmetrics Keyword Analysis to link the search queries related to your top keywords. That way you know exactly which searches rank highest in Google, allowing you to adjust your web copy accordingly.
  5. Position 0 likes things to the point and strong. The long pieces of web copy you use to explain a product or service won’t score you that ranking. That’s why it’s smart to create separate pieces of content containing about 54 to 58 words in total. Don’t forget about longer blog posts and articles altogether, since Google likes those, too. Make sure you include both styles on your website. Or make sure you have a main question followed by a short summary of a longer post.
  6. Columns, tables, rankings, lists… Position 0 loves those! Definitely use them in your content, just like we’ve done here.
  7. Make sure your articles and blogs are connected to related questions. Try explaining any jargon specific to your business on a separate page or come up with some questions that are linked to the topic of discussion in your article.
  8. Stay alert! Textmetrics Content Ranking Index will keep track of how you’re scoring in comparison to your competitors. That way you know exactly when it’s time to take action.
  9. Automation of SEO. Textmetrics offers the plug-in ‘SEO-editor’, which you can apply to your website (compatible with WordPress, Drupal, Joomla, SiteCore, and Word). It automatically ensures that your content is made Google-proof. Easy peasy, right?

Use smart tools

By applying the tips listed above, you’ll improve your chances of conquering position 0 in Google. But that can only work if your SEO basics are in place. Check to make sure that your website is completely optimized before even thinking of position 0. Make things easy on yourself, though, by using our Content Creation Engine and the Textmetrics Content Ranking. These smart tools make it much easier and a lot more fun to write great, discoverable, and Google-friendly content. Need more help than that? In this blog you’ll find more information. 

Whitepaper SEO

Would you like to dig a bit deeper into SEO and how to best apply it to your website? You could, of course, dig through thousands of whitepapers about SEO, all available online. But if you lack the time and desire to do that, you can simply use the Content Creation Engine by Textmetrics. Just start writing, and our tool offers you tips to update your SEO along the way.

Our team is always up-to-date, does take the time to read all the thousands of SEO whitepapers, and then integrates all that information into the Content Creation Engine. That way you can create great content quickly, without having to hit the books first. You can even have it check your “older” content. Copy and paste the existing copy into our tool to get advice about SEO. The tool will check the text against the latest rules and guidelines for Google and offer advice on that front. Implement the points of improvement, then paste the optimized text back into your website.  It’s practically child’s play!

Recommended reading – free e-book

Would you still like to immerse yourself in the wonderful world of SEO? We wouldn’t recommend sifting through all the SEO whitepapers out there. Online, you’ll often run into information that’s no longer relevant, which is such a waste of your time. Thankfully, there are many whitepapers that are worth your while. Which ones? Find out in our very own blog about whitepapers. And we take things a step further in our blog post about technical SEO and content marketing.

And while we already have you reading, this is where you can download our book ‘7 Ways to Maximize Your ROI with Content Marketing’. The e-book offers a short and practical summary of our blog posts that cover all the ways to get more out of your investment in content marketing.