Substantive Content: How to Build Customer-Magnet Content in 2022

Vu Khoi

Author at Wotech Electronics Blog

For all your SEO activities to grow well and sustainably, you should focus your investment on the quality of the core product — the content built on your site. Even if your site is a sales page and content only plays an informational role, you should still invest in it. Who knows — those might just be the touch points that win customers over.

3 useful tips for developing high-quality content for your website

First, you need to build a positive brand for your site to create credibility in every piece of content and message you convey. Next, you should team up with experts in your industry, or "borrow" their influence, to increase the trustworthiness of your content. Finally, build a content strategy and develop your own thought leadership.

1. Actively develop a personal brand to create value in your content

In the late 2000s, Google placed increasing emphasis on brands as a way of eliminating misinformation and delivering more reliable results to each user. This has made branding an important ranking factor.

When a brand's information is consistent across all of its platforms, revenue can increase by up to 23%. Brand building also makes it easier to present your values and increase customer loyalty. 89% of customers are willing to stay loyal to brands that share their values.

Tips for effective brand building:

• Find out which social platforms your target customers use, and adjust your strategy to match.

• Think about forming partnerships with a complementary brand. For example, Lego and IKEA formed a partnership that benefited both.

• When planning your brand awareness campaign, make sure to highlight your brand's distinct strengths, message, and values. Convey the message more than you simply advertise the product you're selling.

2. Seek help from professionals to raise your site's EAT score

EAT stands for Expertise, Authority, and Trust. The EAT score is one of the most important factors in determining page quality. Although you don't need to be an expert or an authority on every topic you write about, you should still emulate those individuals so your content scores higher.

47% of buyers in general read three to five pieces of content before engaging with the sales side. Connecting with experts in a field, or emulating their content, increases the chances that buyers will engage with your content before moving on to the next stage. You can quote interviews previously conducted by other content creators with experts on the topic in your post, or embed lively videos and infographics to add persuasiveness.

Tips for improving your website's EAT score by leveraging experts:

• Find topic experts through professional sources such as trade publications, searching on LinkedIn, and joining relevant Facebook groups.

• Make sure the topic expert you focus on is the right fit for your target customer audience.

• If the chosen expert doesn't have much time, be flexible in how you work with them. It can be as simple as asking them to review the accuracy of your content, then noting their endorsement on the page.

3. Build a content strategy and communication around your own thought leadership

Your site shouldn't be merely an information provider — it should be a trusted one. To achieve that, you need a content strategy and thought leadership. In fact, 54% of people spend more than an hour a week reading thought leadership content relevant to their business. At the same time, though, 71% believe only half of what they read is genuinely useful. This means you can still gain an edge with this type of content if you create real value. Although this content takes more time and effort to produce, it is well worth researching and experimenting with. When we create content that other brands look to, it makes our brand stronger and more trustworthy, while also improving the quality of our backlink profile.

Tips for building a better content strategy and thought leadership:

• Research where the industry is likely to head over the next 5–10 years, and create content that fits those trends.

• Think about frequently asked industry questions that can be answered with data. Identify feasible topics and the resources needed to supply the relevant data points.

• Conduct some internal or external research and create content highlighting the findings. This helps establish you as an industry leader, which can lead to more backlink opportunities from other websites citing your content.

• Set Google Alerts to stay on top of the news and events affecting your industry. Be among the first to write about and present a viewpoint on the topic, and gain valuable insights in return.

4. Beware of duplicate content so Google doesn't flag you for plagiarism

Duplicate content can be considered one of the biggest sins in SEO, because once Google "catches" you, your site will be punished heavily. Not to mention, customers won't think highly of you if they notice you offer nothing new compared to other sites. Duplicate content refers to blocks of content that match or substantially resemble content elsewhere on the web or on the internet — which also counts as plagiarism. So even when using reference material, you should combine multiple reputable sources and restructure them in your own voice and narrative style.

For fixed blocks of content, such as user manuals, ingredient lists, or quotations that cannot be replaced, you can prevent Google from flagging content on your website with the following tricks:

• Create 301 redirects

• Keep a consistent URL structure

• Use a top-level domain

• Use the noindex tag on syndicated content

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In short, when building content, remember that "content can't be rushed." You need to deliver genuine value to readers, build their fondness and trust, and further down the line, turn them into buyers. Only when the content is good enough can all your other SEO activities reach their full effectiveness.

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