Writing quality posts is not limited to those who have blogs. Though, and it's unfortunate, many website owners see little value in articles published on their site.
And for those who do see value, they may not see the true value. For more on what I mean, please read Content Marketing.
Writing Quality Posts
So when I say writing quality posts, I mean more than a thirty minute exercise, where five hundred or so words are scrambled together, a photo added and voila.
And I would be a hypocrite if I did not say many of the posts on this site fall under that category. Oh dear. How do I continue?
Let's Start A New H2 Tag
What is an H2 tag you ask? Please read here, HTML Tags to find out more.
Now that I have diverted your attention, let's get back to the subject at hand. There are some websites that do an insanely good job at writing quality posts. These posts may be well over 1,000 words, often closer to 2,000.
They have a lot of thought, research, even references included. Charts specific to the discussion, videos and more augment their value.
They are more of a reference tool than a quick short read. Something to review over and over, months, even years later.
These companies almost always rank very high in search for almost any topic they are involved in.
For the SEO person, think of moz.com, the programmer think of W3 Schools. For the cook? Maybe Food Network.
And often, the posts or recipes you find are not new. They were not published last month. Often a number of years ago. And yet they still serve as a top performer in search.
Why? Because they are relevant. In the eyes of Google and as attested by the visitor, they have value. They are more than a quick and dirty sales pitch. A lot of thought went into their words.
They may be an invaluable tool to self diagnose aches or pains. A go to for the best recipes. Or in the case of Moz, essentially a free SEO online education.
In many ways this is the old carrot on the stick method. Whether intentional or not. The carrot leads the horse as does the article lead us.
These companies are building domain equity. We build relationships with them because of the value they add to our lives, day in and day out.
Whatever they are selling, there's a good chance we are buying. We trust them after all. For weeks, months, often years they have given us something free. No questions asked. No emails submitted. Just free stuff.
Less Is More
In the case of content marketing, sometimes less is more. To publish a 2,000 word, heavily researched article means you will be publishing less often. There's simply no way you'll produce two or three articles a week.
But for many websites less is truly more. The quality of these low frequency, high quality posts generate a lot of traffic. Domain goodwill, brand awareness, customer loyalty, whatever you want to call it.
You don't have to own a travel blog to write posts. Content marketing in some form or fashion is something we all need to consider.
And within that strategy you must choose between low frequency, high quality, or high frequency, low quality. There are pros and cons to both.