Why Quality Matters in Content Marketing

The average modern marketing campaign has many moving parts. From digital analytics to search engine optimization (SEO), marketing managers engage in complex and highly technical processes to deliver optimum results. However, even the most technologically advanced marketing agency, using the latest tools and methodology, is bound to fail if it isn’t committed to generating content of the highest quality.

The Link Between Content Quality and Brand Perception

Don’t let your focus on exceptional content become hazy as you divide your attention among many other important marketing matters. Consumer assessments of marketing content quality have an immediate and profound effect on overall brand perception.

Fortunately, Lucid Advertising emphasizes fully customizable and brand-relevant content writing that engages your audience, adds value to your products and services, and converts more leads into loyal customers. We connect with your target consumer by expertly crafting content that is highly relevant, compelling and designed to keep visitors coming back time and again.

Lucid can present numerous case studies that demonstrate the transformative power of high-quality written content. For example, consider the comprehensive website development and redesign project that Lucid completed for Coyle Institute, a destination urogynecology clinic. This project placed an extraordinary emphasis on quality content creation to heighten audience engagement and facilitate SEO strategy. Within seven months of the project’s completion, the Coyle Institute experienced a new patient conversion rate of 33% and an unprecedented 800% increase in total patient appointments.

Impact on SEO and Web Visibility

Beyond its direct consumer appeal, high-quality content can play a key factor in your SEO efforts, as Google and other major search engines analyze the content of websites to determine search engine rankings. In other words, when people make searches that are relevant to your business and/or the services that it offers, SEO can shoot you to the top of the SERPs (search engine result pages).

Content that carefully integrates keywords and keyword phrases in the right places and at the right density can enhance SEO and drive traffic to your website. Furthermore, high-quality content can lead others to backlink to your content as an authoritative resource, which further boosts SEO by showing search engines that your website contains worthwhile information. Posting appropriate internal website links, ensuring rapid load speed and strategically refining your images/video can also greatly improve website SEO.

Enhancing User Engagement Through Quality 

After a good SEO campaign leads people to your website, you must capture their attention and keep their interest after they get there. This is the heart and soul of audience engagement.

Fortunately, there are many ways to measure the depth of involvement for each website or social media page visitor. Beyond tracking the sheer amount of time visitors spend on each web page, marketers can collect statistics on activities such as commenting on, sharing, or “liking” content. These are just some of the factors that can help determine your overall audience engagement rate.

Studies have shown that the quality of your marketing content has a tremendous impact on your engagement rate. According to the authoritative news resource Search Engine Journal (SEJ), more and more businesses are viewing content-led communications as the best way to deliver targeted and personalized marketing efforts. This means placing an incredibly high value on high-quality content, even if it means making less content overall. In fact, SEJ reports that “83% of marketers believe it’s more effective to create higher quality content less often.”

Content Quality and Conversion Rates

Whether you are seeking the sale of a product or some other worthy objective, there is no doubt that superior content leads to higher conversion rates. Every organization is eager to create content that can appeal to an audience immediately and retain its interest over time. Because attention spans are shorter than ever, you must keep content brief even if you are delivering quite complex information. Other tips for making content that results in conversions include using authoritative statistics to support your claims, communicating with a single brand-consistent voice and prioritizing user experience (UX). This is the heart of content marketing.

According to the Aberdeen Group, business-to-business (B2B) conversion rates are roughly 6x higher for companies that emphasize quality content marketing. The value of quality content marketing is also evident to business-to-consumer (B2C) marketers, 90% of whom take this approach, according to the Content Marketing Institute. 

Building Trust with Your Audience

Among its other powers, quality content builds credibility with your target audience. To establish and stress consumer trust in your content, Forbes recommends ensuring that your content is both relevant and valuable, downplaying promotion, prioritizing authenticity and sharing customer stories.

Measuring Content Quality

Beyond the audience engagement metrics outlined above, marketers can assess the effectiveness of content by measuring click-through rate (how many people click on content after viewing), content shares (how widely the content is shared) and traffic sources (how people found out about the content). Using a variety of metrics, marketers can develop a full picture of content quality. Contact Lucid Advertising today to learn more about quality measurement in marketing.