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Real Content, Fake Content and Great Content Strategy

By | August 10, 2012

If you’re just starting to grasp the idea of creating great content, I’m about to throw a wrench in everything you might have learned. While great content is vital to success in online marketing, it is even more important to create real content.

So what is real content – and for that matter, what is fake content?

Real content must be created with the specific purpose of providing direct value to a user. Real content should be created to improve the Internet experience for searchers, while helping to move them closer to their ultimate goals. This type of content strategy doesn’t have to be written, it can also include audio, video, infographics, text, images, webinars or anything else you can think to create.

Fake content is created with the sole purpose of directing users toward other content. When your ultimate goal is to raise your content’s rankings in Google, you’re missing the point. Great content is impossible to create when your only goal is to write content that Google will read and index.should be created to improve the Internet experience for searchers, while helping to move them closer to their ultimate goals. This type of content doesn’t have to be written, it can also include audio, video, infographics, text, images, webinars or anything else you can think to create.

I’m sure you thought that creating a series of articles or blog posts all leading readers back to your main product or service page was going to be a viable strategy, but it’s not. That’s not what great content is about. That’s fake content.

Instead, you need to start creating content with one main question in mind; “what benefit or value will this content piece provide my clients?” Once you inherit this as your content creation motto, you can confidently say you only create great content.

So how do you get started? The best way to start creating real content is by researching exactly what your customers want and need to know. Use the content you create to answer their questions and ease their fears. Think about it, once they no longer have questions about a product or service, what are they going to do? Commit to a purchase!

Just remember not to overwhelm your readers with written words. Offer them several different ways to get the information they are after. Host webinars, create whitepapers, start polls on Facebook or create checklists.

Once you understand the importance of real content, you are well on your way to providing your clients with the value they need to commit.

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About Angela Verlei

Angela Verlei is a Senior Content Strategist at Fathom, and has been working as a copywriter with the company for more than three years. She is a graduate of Baldwin-Wallace College, and her experience leans toward the creative side of content creation, SEO and marketing. These skills have steered her to become the lead e-commerce and retail writer at Fathom. Angela specializes in guiding the creation and delivery of cohesive and creative content strategies to exceed client goals. Outside of the office, Angela enjoys using baking and scrapbooking as an outlet for her creativity.

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