Let’s start with the question, why is having unique content on your website so important? Well, there are quite a few very good reasons, with the simplest being that it is what search engines (specifically Google) are looking for. Since the roll out of the first panda update, there has been a constant drive for websites to create unique content that is fresh and relevant to the website. It is this change that has gone a long way improving the general quality of many of the sites that now make the top ten. Admittedly, it’s just one of hundreds of new factors, but in my opinion it’s nice not to fall into an article directory filled with poorly formatted spun content.
Unique Content for a Unique Website
Another huge benefit of investing in bespoke content for your site, is that it actually stands out. Rather than following the herd and producing piece after piece based on a limited number of keywords; imagine creating content that your users will find useful and want to share with their friends/ colleagues? Unique content is the perfect place to let people know why your company is different and the best choice for them.
If you are currently using the product descriptions, as provided by the supplier, it is likely that you are using prime copy space to add the same content as a number of your competitors. While it can be said that users often buy on price when using online shops, by creating the impression that your online shop is more professional or trustworthy, you could entice them to stop their search and buy from you.
Unique content is also great for making your brand stand out on social media. A “link bait” or catchy title, coupled with a piece that has clears CTAs could be used to attract new users to your website. While they may not convert in the first instance, it increases brand awareness, could aid subscription rates or be used for later remarketing campaigns.
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Ponya Content is proud to be a Cumbrian based company. After working for many years in the SEO sector, the opportunity to move with the company to Manchester arose. While Manchester is a great city to visit, one of the best parts of visiting is heading back to the fells. So instead of continuing in the MD role of a growing search agency, the choice to become a content marketer based in Cumbria was made.
This is beneficial to the company and thus our clients in a number of ways. There’s the cost implications, in that without having to pay city sized office rates¸ the companies overheads are dramatically reduced. Another plus is that it is another area in which we opt to be different. We live in the digital age and we are undertaking a digitally based provision, so being central is no longer a requirement for good levels of communication. However, in an odd twist, with the changes in employment legislation and the turbulence of the economy, many companies are looking to outsource elements of work. Thus reflecting the “cottage” working style of the pre-industrialised era. Where people used to work from home (i.e spinning) and then the employer would collect and sell the wares.
We aim to use all the benefits of modern technology to create content analysis and communicate with our clients, while retaining the flexibility of the cottage working style approach. To provide quality copy for our clients. As a content marketer, we aim to create pieces that not only reflect the brand and needs of our clients but also appeal to their audience.
One of my favourite things about the search marketing industry as whole is the room for theory. Social media is one area where this is a constant debate. It’s not that I wouldn’t love to know the answers and be able to deliver all the time, but, for me there always will be a mysticism about the unknown. There are a lot of theories around the role that social media plays in digital marketing as whole.
Twitter has long been one of the more contested platforms. A few years ago Google and Twitter were so close that live twitter feeds could be found in the SERPs. Then there was the period of no interaction, in which we could say Twitter refused to bend the knee. Back to the present day however, twitter cards now show in the SERPs. Is this a coalition of sorts between Google and Twitter? Perhaps, we just watch too much Game of Thrones?
To bring this back to the focus of the article. There are those that say that Twitter is not the social media powerhouse that it once was. In terms of content marketing, this would make it the poor relative. From a personal level the actual interaction from Twitter output is low against the likes of Stumbleupon, in terms of traffic to the site. Over at Smart Bird Social they have created an amazing infographic about the favourable stats for Twitter. With that data in mind, I can’t help but come to the conclusion that Stumbleupon and Twitter are different tools. Which as a statement is somewhat remarkable. Social media is at a point of diversity that it can follow the social hierarchy of the multicultural world (but that’s a whole other blog post).
While Twitter may have become a platform of disinterested “liking” and “retweeting”, the value of brand is a driver. If you are producing content, then the time cost of including Twitter to your outreach is miniscule. So even if the platform doesn’t generate traffic in the same way as the propagator networks is brand more important than traffic in the conversion battle? Stumbleupon and Bitly may generate traffic but what is the engagement rate? I bet that the bounce is high, as people like or dislike your titles based on their views. While Twitter engagement may be rarer and harder won, I’m not sure that it isn’t quality over quantity. What do you think comment below.