Why Consistent SEO Content Creation Is Important to Your Brand’s Success

Based on past trends and the growing body of data online, we feel confident in our assertion that SEO content is not going anywhere. Brands will always have a need for SEO content creation services and quality web content writing. But why? How can a single article in a sea of millions help your brand outshine the competition?

Is SEO Content Creation Important for SEO?

First, it’s important to understand that consistent content creation isn’t just important for SEO, it’s crucial. Content is the engine that drives the online marketing car. Without it, you won’t get very far. You may have the most amazing website, incredible products, great employees and unbeatable services, but without great content to help you market it online, you can find yourself stuck.

SEO content creation is the avenue through which you can organically win keywords, search queries and increase traffic online. Search engine algorithms favor not only valuable, informative content writing, but also consistency. If you want to start winning online real estate by winning keyword phrases relevant to your business, you have to start producing valuable, SEO-optimized content.

Frequency and Consistency in SEO Content Creation Are Key

First, let’s be clear. Though a single, strong piece of content can potentially generate traffic on its own, you need to maintain consistent efforts if you hope to obtain consistent results. When we say “consistent,” we mean two things:

1. Post often
2. Stay on brand

Post Content Often

Though how often you should post depends on the size of your company, your target market and your goals, you should publish content several times a week — or, more specifically, two to four times a week.

So how do you create consistent content and what exactly does that look like? According to the data from a HubSpot study that looked at the content marketing efforts of more than 13,000 companies, brands that published 16 times a month saw 3.5 times more traffic than brands that published content just once a week.

Companies with fewer than 10 employees and that posted content 11 times a month saw two times as much traffic and twice as many leads as similar-sized companies that posted between two and five times a month.

For companies with 11 to 25 employees or over 200 employees, the magic number was, again, 11. However, the ROI was even greater, with 3.5 times more traffic and 2.5 times more leads than same-sized brands that published only one piece of content a month.

Brands with between 26 and 200 employees that published 11 blogs per month generated two times as much traffic and 1.75 times as many leads than companies that published fewer times a month.

Posting 11 times per month appears to be the sweet spot for both B2B and B2C companies.

Overall, however, brands that published 16 blogs per month generated 4.5 times as many leads than brands that blogged no more than four times per month.

Maintain Consistency in Terms of Voice, Pitch and Style Across All Content Channels

Not only should the frequency with which you post content be consistent, but so should your messaging. Exxon was one of the first to use a multi-channel campaign — delivering the same message across magazines, newspapers, television and other customer touchpoints — and it was so successful that Time magazine dubbed 1964 “The Year of the Tiger.”

McKinsey & Company delves deep into the explanation of why consistency is so powerful. While the study is certainly worth the read, we’ll just sum up the key points here:

• A consistent customer experience that utilizes all the same rules, policies and procedures across all touchpoints keeps customers happy throughout the entire customer journey.
• Consistency is particularly important to forming trusting relationships between brands and their customers.
• Brands are driven by their abilities to create and keep promises and, just as importantly, to ensure customers recognize the delivery of those promises. This entails shaping your messaging around central themes and ensuring a consistent delivery.

Now that we’ve established the need for consistency in content, let’s explore why SEO content is so important in the first place.

There Will Always Be a Need for High-Quality, Consistent SEO Content Creation

There is a good reason (or several) that the percentage of brands with documented content marketing strategies keeps growing year-over-year. In 2018, 62% of the most successful brands had documented content marketing strategies. As of 2020, that percentage has increased to 69%.

What’s more interesting is that having a documented strategy for SEO content writing creation seems to be linked to success. The 16% of companies that did not document their content marketing strategies reported little success with their marketing. If you’re not part of the 69% of brands with a plan, it’s about time you joined them.

Reasons to Invest in SEO Content Creation

Check out seven top reasons why you need a content writer who can bring your strategy to life.

1. Boost Your Brand’s Reputation and Build Trust

Since SEO content started gaining traction in the marketing world, it has quickly grown into the number one way brands can build trust and authority with their leads and customers online. To say that the digital marketplace is busy is an understatement. Users are inundated with ads across every channel, from their private email inboxes to their social media feeds to the articles they read. As a result, they’re becoming very choosy about the brands they interact with and, more importantly, how they interact with them.

Today, 78% of consumers say they’d rather get to know a brand through quality, engaging articles than through ads. Eighty percent of business owners and executives prefer to learn about a company and its offerings through SEO articles rather than advertisements. And, here’s the kicker: 95% of B2B product and service buyers say content plays a major role in their decision to trust and work with a company.

Additional Benefits of SEO Content

That’s not all. Approximately 60% of consumers say they enjoy reading well-written content, 82% of consumers report feeling more confident in a brand’s offerings after reading custom content, and 70% of individuals say they feel closer to a brand after consuming a meaningful article.

Consistent, high-value content from an SEO content creation company is like that faithful friend who calls you religiously every day on the way to work, sends you funny text messages just because, tags you in social media posts you’ll love, and is there when you need support. This type of reliability leads to unshakeable trust and loyalty.

When you consistently deliver engaging, informative and valuable content, your consumers will develop a positive image of your brand. They will begin to look forward to that content and view you as the only brand within your industry that can fulfill their content needs. Though your consumers may not know you personally, they will feel a deep connection with your brand.

2. Position Yourself as an Industry Expert

Delivering high-value content on a regular basis can help you build authority within your industry. If you publish quality and relevant content (that’s a big if for many brands), consumers will come to rely on you for all the latest industry information. Take, for instance, Neil Patel, HubSpot and the Content Marketing Institute.

While each of these brands offers training and consulting services, their real value lies in the content they create. Brands, including ours, routinely turn to these professionals for the latest in industry news, trends and best practices. While there are certainly other marketers out there who have the same — if not more — knowledge as Neil Patel, Patel is at the top because he dedicates his time to crafting and publishing articles and guides that deliver real value to the end user.

The point is, consistent SEO content creation can help establish your brand as a credible place to find information online. And, playing off point #1, your position as an industry authority will make your target audience more inclined to trust you.

3. Generate New Leads in a Cost-Effective Way

Content marketing has leveled the playing field for all businesses. Whereas once upon a time corporate giants ran the world because they had the advertising spend, today’s small businesses are right at the top of the SERPs along with corporate leaders. In fact, thanks to Google’s newfound emphasis on local search, small businesses that invest in SEO content creation may outpace their big-time competitors.

Content marketing is 62% less expensive than traditional marketing, but it generates three times as many leads per dollar. For small brands looking to make a big splash in the SERPs, content is the way to go.

What’s more, 81% of small businesses that invest just six hours into creating meaningful social media posts each week say they experience increased traffic. This goes to show that just a little bit of time and money investment can go a long way.

4. Drive More Conversions

Leads don’t do you much good if you can’t convert them. Fortunately, the right SEO content creation at all the right touchpoints can help guide leads through the customer journey until the point of conversion. In fact, content is so effective at doing this that nearly 50% of marketers use content at between three and five phases of the sales cycle.

There are hundreds of statistics that show just how effective content is at driving conversions. Here are a few we found to be the most compelling:

• Conversions are, on average, six times higher for brands that invest in SEO content creation than brands that don’t.
• After reading the recommendations listed in a blog, 61% of consumers decide to make the purchase.
• Through strategic content marketing efforts, inbound marketers have been able to double their websites’ conversion rates.
• Nine out of 10 B2B product or service buyers rely on content to help them make a major purchase decision.

Need we say more?

5. Improve Your SEO and Increase Brand Awareness

Content helps you get found. Content is the heart and soul of any search engine optimization strategy because brands wouldn’t be able to rank for keywords without content. Period.

There are several ways that content can improve your SEO, but one of the most obvious is that it allows you to optimize your site for more keywords and phrases. For instance, you can’t very well ask your web content writer to try to stuff all the words and phrases people use to search for your offerings into your five or so static webpages. Well, you could, but then you’d be guilty of keyword stuffing, which is very bad for your rankings.

Rather, you should use blogs, white papers, e-books and even videos to rank for terms and phrases that your target audience might use. Doing so would not only allow you to target various keywords in a white-hat way but also help you target the diverse groups of your audience that have differing needs or interests.

For instance, say you sell insurance to the average consumer and businesses alike. The average consumer wouldn’t have any interest in general liability coverage, while a business owner might. On the other hand, businesses have no real need for homeowners’ insurance, whereas first-time homebuyers do. Custom content allows you to target both sides of your audience without violating any of Google’s rules.

More Ways SEO Content Boosts Rankings

Another way that SEO content creation can boost your rankings is that it can give you more indexed pages. Sites that publish blog articles on a consistent basis have, on average, 434% more indexed pages than sites that don’t publish regularly. The more pages your website has, the more likely Google is to select one of yours to deliver as a top result.

Content can also increase the number of time visitors spend on your site, as more content gives them more reason to stick around. Google uses on-site time as a ranking factor, as it assumes that higher on-site time is indicative of valuable content. The longer you can get users to stick around, the more likely your rankings will improve.

6. Stay Competitive

If there was ever a better reason to prioritize article creation, it’s this: Your competitors are all investing in SEO content creation, which means you need to be, too. Otherwise, you risk falling behind. Not convinced?

• 60% of marketers are taking “consistency” to new heights by publishing at least one new article a day.
• In 2014 (when content was still a lowly prince), 57% of marketers made custom content creation their number one marketing priority.
• 93% of B2B marketers today rely on custom content to communicate with their audiences and to soft sell their products or services.
• The most effective B2B marketers dedicate 39% of their marketing budgets to custom content creation.
• 60% of the most effective B2C brands have a documented content marketing strategy.
• More small businesses have a documented content marketing strategy than larger companies, at 48% and 41%, respectively.
• 72% of marketers are pushing out more content today than they did just one year ago.

7. Give the People What They Want

At the end of the day, a successful business owner will focus on satisfying consumer demand. And, when it comes to the digital sphere, people demand content. While you, like many business owners, might assume that people don’t want to read branded content, think again.

On average, consumers spend 20% of their time online just reading content — not watching videos or browsing social media, but reading. Approximately 68% of consumers spend time online each month reading about brands they’re interested in working with, while another 82% read content to make informed purchasing decisions.

These stats do not take into consideration video, infographics, product descriptions, social media content or other forms of SEO content creation. However, we have a feeling that if they did, the data would be even more convincing.

Are You Truly Invested in Your Brand’s SEO Content Creation?

We may be biased in saying that you need a content writer, but you can’t refute the stats. There is an overwhelming amount of data that supports our assertion that the world will always have a need — nay, a desire — for valuable, engaging and relevant content. The question now is, who will you entrust with your SEO content creation?

At BKA Content, we understand how important high-quality content is to your brand’s image and overall success. We will work with you to identify the right web content writer for your needs — one who can deliver copy that is consistent in terms of voice, pitch, style and frequency. To determine if our writing/editorial team is a good fit for you, reach out to us today.