If the advent of the content advertising sector over the last century has taught us anything, it’s that the right material in the hands of the appropriate customer can have a significant influence on a company’s bottom line.
Of course, content may generate revenue in various ways, but one of the most effective in increasing organic search traffic.
The concept is simple: Google wants end-users (people like you and me) to be able to get the answers we’re looking for and trust the outcomes we get. If Google believes those two criteria have been met, it will rank web pages higher or lower depending on the query.
Google essentially vouches for a source by placing it at the front of google search rankings, both in terms of content quality (and relevancy) and the reliability of the source giving it.
Google’s ranking algorithm is likely to remain a mystery since the search giant has stated that it appreciates material that “demonstrates[s] competence, authenticity, and reliability” and that inbound links from credible websites help evaluate how reputable a site is. This is when link-building SEO methods come into play, and a broad content portfolio is valuable.
Brands must design a plan that covers both sides of what Google is searching for to gain the SEO advantages of outstanding content.
According to digital marketing Virginia Beach professionals, the most effective method to achieve this in a content strategy is to incorporate specialists, relevant information and more generally appealing tangential content. By handling both relevant and tangential material simultaneously, a brand will be able to provide both answers to Google’s requests and the necessary links for Google to trust the source.
Topical Content vs. Tangential Content
Let’s pretend you operate high-end IT solutions and services providers. You’re an expert in managed services, virtualization, cloud computing, and cybersecurity. If you were to write content, you’d probably adhere to what you know and understand, like blog pieces about how to keep websites safe from hackers or prevent cyberattacks.
Because it is hyper-specific to your business and core audience, this form of material is characteristic of topical content. Small enterprises are likely to be the ones who look for answers to these issues. This sort of material is usually beneficial to your audience. It should be placed in a prominent location on your website to be easy to locate and reference.
Catering your content to your core audience is crucial. Still, your sales would increase if you could reach more businesses, marketing agencies, or even people trying to hold on to their New Year’s resolutions to protect their businesses from cybercriminals.
These are instances of peripheral content since they are not as tightly related to your business and are intended for a larger audience.
While these kinds of content may not immediately connect to your main product, they are convincing, if not intelligible, since they come from your brand. Because as many companies and thematic constraints don’t constrain it as topical material, this form of content is more engaging and frequently shared. It has a higher chance of being featured off-site and utilized to create connections.
The trick is to ask yourself: Is this information helpful to my target audience even if it isn’t directly related to my brand? If you answered yes, it’s probably fair game.