Originally published March 12, 2022 , updated on January 17, 2023

As the Internet becomes an increasingly competitive space, investing in SEO content writing is now a non-negotiable. Last year, 82% of marketers were using content marketing as part of their digital strategies. Notably, SEO-optimised content writing was one of the top forms of media used. 

These statistics aren’t surprising given the crucial role content marketing plays in boosting a brand’s online presence. But if you still need more convincing, here are five ways creating consistent, high-quality content will take your online marketing to the next level.

1.  Content Writing Makes Sure You Stand Out from the Crowd

Your brand may very well be the best in the biz, but if potential customers have trouble finding you on Google, sadly, it won’t matter. Good copy helps elevate you from the crowd and keeps you top-of-mind with customers. It will empower you to differentiate your brand from your competitors so that you do stand out as the best.

We know that it’s no longer enough to just have an online presence. Your brand needs to be actively engaging with your sector and releasing good copy can help you achieve this. Whether it’s through blogs, emails, newsletters, or press releases, your company’s online publications should make it clear to everyone that business is booming. This consistent online activity is also key to letting Google know your door is open and you’re ready to receive customers.

2.  It Improves Your Website’s Google Ranking 

SEO copy is key to achieving a prime-ranking position on Google. Your ultimate goal is to appear above all your competitors in search results. But, as many will tell you, this is easier said than done. It’s not as simple as cramming in keywords at every opportunity. Not only will keyword stuffing not work, but it’s highly frowned upon, and Google will penalise you. Google, much like your customers, appreciates high-quality content that uses keywords in a more natural, nuanced way.

To make sure you achieve your SEO goals and avoid any potential penalties from Google, you might opt to work with a professional content writing service. Make sure they have plenty of experience in content marketing and have the in-house expertise to optimise your visibility in Google’s search results. Your service provider should also understand how to create evergreen copy so that your SEO isn’t impacted every time Google changes its algorithm. 

3. Position Yourself as a Thought Leader 

Positioning your brand as a knowledgeable resource in your sector through thought leadership content writing has multiple benefits. In terms of your reputation, you will become known as a business that gives back, creating positive opportunities for your business community to engage with you. Keep in mind that this does require a commitment to regularly create original, thought-provoking pieces that are in touch with industry trends. 

If capacity constraints limit the time you can invest in this area, an SEO content writing company can help. But again, make sure you’re working with a reputable service provider that is willing to do a deep dive into your sector. The company should have experience carrying out in-depth research and pay notable attention to all the details. In the current era of fake news and the spread of disinformation, prioritising fact-checking is a must if you want to avoid landing your brand in a vulnerable position.

Another benefit of producing high-quality thought leadership content is the opportunity for valuable backlinks. This is when high authority websites, like universities and media outlets, use hyperlinks when referencing your copy on their platforms. This not only boosts your credibility online, but also increases your website traffic and helps improve your Google ranking. This evergreen copy does the heavy lifting of boosting your online presence long after publication.

4. Attract New Leads and Track Your Copy’s Performance

Inevitably, unless you’re able to draw in new leads continuously, your business will stagnate. Content writing enables you to attract new leads organically through search results, navigating customers directly to your virtual door. Also, using SEO-optimised copy, you can measure over time whether your content is working for you. If not, then research, plan, and adjust your strategy accordingly. You’ll be able to determine your path forward by the number of leads your copy brings in, how many pageviews each piece generates, and which result in a high conversion rate. 

Companies offering professional SEO content writing services are well-versed in strategic content planning and can help you pivot quickly and effectively when necessary. Whether you’re pivoting away from a crisis or towards an opportunity, you’ll want to partner with a company that understands your business well and that you trust implicitly.

5. Content Keeps Your Customers Engaged

From awareness to conversion and beyond, you’ll want to keep your customers engaged throughout their journey with you. Regular copy releases allows customers to develop a long-term relationship with your brand and can even instil loyalty. Once you’ve recognised the potential gains and move on to mapping your way forward, you’ll need to make a commitment. 

If making that commitment means opting to use a professional content writing service, make sure they have a good understanding of who you are and who your customers are. They are, after all, a de facto extension of your brand and should align with your business’s goals. Beyond being in tune with your brand’s identity, you’ll also want to ensure their editing skills are flawless. It is your reputation on the line at the end of the day.

Finally, it’s important to note that content marketing is a long-term game and requires an all-in approach if you want to reap the many benefits. Whether you’re regularly unpacking industry trends or allowing customers a bird’s-eye view into your brand, sharing high-quality content is a sure-fire way to give your online presence that extra marketing boost. 

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