We’re always thinking about copy, SEO and how we can play nice with Google to get results for our clients. I recently researched the future of content to see what’s next. The discussion ranged from ‘the future will see less’ to ‘the future will see more’. The gap was enough to stump a writer. So, how then is the business person, short of the time and knowledge of today’s content trends supposed to understand?
It seems both sides of the crystal ball of future content can agree on one thing: quality content matters. By developing quality content that provides value for those who read it, Google recognizes these efforts and rewards these brands with search results.

The Future of Content?

Having read recent articles on the future of content from big names in search like Moz and Buzzsumo, the jury is still out here on whether less is more or more is more. However, what is clear is this: Google loves good content.

Considerations for More or Less Content

  • More content drives more traffic and leads
  • Lesser content doesn’t mean lesser quality
  • Quality and quantity don’t typically go hand-in-hand. Can we then presume that fewer, more lengthy articles carry more weight?

Quality Content that Provides Value

Brands should produce content worthy of consumption – whether by a broad or a niche audience that’s perhaps more likely to convert. This quality threshold must be at the forefront of your marketing strategy. Whether more or less, short or long form, content that engages reigns as the most critical factor in content production and content marketing today. Google has even taken a stance on pure spam penalties that occur when pages use techniques outside of Google’s Webmaster Guidelines.

Tips to Keep in Mind When Writing Web Content

  • Test frequency, length and content type to find the right balance for your brand
  • Content strategy must support your brand goals
  • Answer the question, “Why is my brand qualified to meet this need?”
  • Quantity and style of content should be determined by audience and need

In the argument of more versus less and short versus long, length and frequency should be determined by your audience and their needs, rather than by guesswork or by what works for another. Frequency, length and content type will be decided by your audience’s needs, your brand’s goals and be the keystone of your content marketing strategy.

By considering the needs of your audience and answering the question, “Why is my brand qualified to meet this need?” you’re more likely to drive more traffic and convert more leads.

Drive Traffic with Quality Content

What does the future hold for online content? It considers the needs of your audience. By testing frequency, length and style, you’ll be able to determine what works best for your audience, your brand and your industry.
Remember, once you’ve put some effort in here, there’s more to be done. You’ll want to ensure you promote it through social media, email and paid advertising. Through these steps, you’re giving your company its own leg to stand on, so to speak. Set yourself up for success through some of these tips. Find more great information on our blog and we’ll see you online.