Good Content Never Goes Out of Style
The COVID-19 pandemic has impacted all aspects of our lives. There are countless articles about pivoting, shifting focus, pivoting again, and so on. This is true in the digital marketing sphere as well. Many are questioning what we knew to be true and if that knowledge base is still applicable — time will certainly tell.
There’s an old adage that advises us to focus on the things that we can control. This is difficult, especially now, when so much of our lives feels out of control. Yet, it’s an important distinction to keep in the forefront of our minds, regarding both our personal and professional decisions.
Many business owners are evaluating and analyzing their current digital presence and seek to determine what strategy will result in the best return on investment (time, money, etc.). One way to look at this is in the context of what we know to be true about human nature:
People pay attention to information that has value to them; and
People want to feel listened to, acknowledged, and understood.
So when it comes to digital marketing, time is better spend on thinking about our clients rather than trying to decipher and beat the ever-changing algorithms. Focusing instead on our customers, truly analyzing their needs, and speaking to them directly is certainly within our purview as business owners. Regardless of time and circumstance, good, relevant content is always in vogue — and it will always have value.
These basic principles, in addition to understanding Google’s helpful guidelines below, can be applied to how you approach your content.
Content & Google’s Acronym
Google’s E-A-T acronym (Expertise, Authoritativeness & Trustworthiness) provides a framework for how to approach content. In short, focus on creating the best content that you possibly can and provide clients and prospective customers with:
Quality information that is easily digestible and well-written;
Answers to common and relevant questions;
A sense of who you are and why you are an expert in your field; and
What they can gain from working with you.
Sometimes the simplest and most obvious path is the one worth pursuing. I am here to help you craft content that displays your expertise and highlights the value you bring to clients.