When it comes to marketing on social media, relevance gets you an audience, volume keeps them. The challenge is that marketers overemphasize relevance and deemphasize volume. The consequence is that marketers are missing moments to connect, and it’s the moments that matter on social media.
Quality is one of the three top ranking factors in Google.
Having high-quality content helps your site rank better in search, which makes it easier for your potential customers to find your business. When compared to other marketing channels, organic search is better at delivering relevant traffic to your website. Compared to paid search, organic also has a higher return on investment when compared to paid search, especially since results can compound over time.
Now you want to know, How much your search engine ranking matter?
According to Google, the top listing in a Google search gets about 33% of search traffic, while the second gets 18% and the third gets 11%. If your result is on the first page of Google search results, you will see
about 92% of the traffic, while the second page only sees around 5% of search traffic. So you ask
yourself how many times have you gotten to the second page of search results when you are doing research online? This is the reason why you need quality content among other tools to help you rank on Google’s first page.
In an effort to better satisfy user intent, search engines, including Google, crawl your content to try to better understand it, organize it, and prioritize it. These spiders look for signals that your content is high-quality to assign a spot for your content in search rankings. The higher the ranking, the more your hard work can result in ongoing revenue to your business.
Although ad campaigns end, good content increases in value over time. One in ten blog posts is compounding, which means that organic search traffic from the post increases over time. Although these posts only make up 10% of your total content on your blog, they can generate up to 38% of your overall site traffic. The content should have comprehensive coverage, Comprehensiveness refers to the variety of related topics that the article discusses. So, for example, while deep content strives for plentiful mentions of relevant topics, comprehensive content is targeting more mentions of related topics.
Perhaps one of the greatest benefits of content marketing is that it helps your company drive more conversions over time. Research shows that companies who create consistent marketing content experience conversion rates that are nearly 6 times higher than their competitors who don’t focus on content marketing. This shows that tough content marketing often requires a significant investment of time, money, and resources, it eventually pays off by leading to more conversions.
Effective content will bring more traffic to your site. Publishing consistent blog posts that are engaging and effective can help you bring more traffic to your site over time. In fact, according to HubSpot, companies that published more than 16 blog posts per month got almost 3.5 times more traffic than
those that only published 4 or fewer posts. If you want to improve site traffic, publish quality blog content more often on a more consistent schedule.
These are some of the reasons why content volume and quality are important.