February 2, 2023

Content Marketing: Content is King, but First, Make Google Happy


Have you ever wondered where the phrase “Content is King” came from?

The phrase was actually posited by Bill Gates back in 1996.

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Bill Gates (Source: CNBC)

In an essay published by Gates, he wrote:

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

However, the biggest question is, is content really king in this rising era of content marketing?

On a daily basis, we see thousands of contents in cyberspace. Online access has definitely opened up opportunities for businesses, so content has been rising quickly since then. After more than two decades, we can conclude that the contents are still very congruent with ours.

The truth is that content will just remain content as see if it is produced for the sake of doing it. In order to compete with millions of businesses and people out there, the objectives of producing content should be clear and concise — to drive traffic, turn them into leads, and make Google happy.

Google is a million times pickier than your audience

“Quality content gives audiences the value they want and need to make a confident, informed decisions and buy.”

To produce quality content, it must penetrate the audience’s wants and needs.

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Source: Neil Patel

To understand their behaviour, content marketing strategists must keep creating content and optimizing, updating and modifying it for the most optimal impact.

That’s where SEO comes into the picture. It helps the strategists to create contents that help your digital platforms to rank high in the search engines result page (SERP) like Google.

However, Google is just as selective as your audience. Make Google happy, and your bank account will be happy too!

Here’s how Google defines quality content

Google focuses on quality content related to E-A-T, expertise, authoritativeness and trustworthiness. This is a basic practice in content marketing strategy.

John Mueller, Google Search Advocate, emphasized that quality content is more than just text.

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John Mueller, Google Search Advocate

Mueller explained:

“When it comes to the quality of the content, we don’t mean like just the text of your articles.

It’s really the quality of your overall website. And that includes everything from the layout to the design.

Like, how you have things presented on your pages, how you integrate images, how you work with speed, all of those factors they kind of come into play there.”

Apparently, quality contents mean more than just the copy. It is important to optimize all the elements in the content properly, including images, videos and layout. It relates to the user experience and how information is delivered to the audience.

Hence, content marketing strategists need to level up their content marketing game to stay relevant in this era and the next.