When people talk about “optimizing content,” they usually think of technical tasks that require SEO best practices and relevant keywords .
In today's digital world where content is king, there are other factors that are much more influential when it comes to optimizing content. In fact, optimizing content is less a matter of keyword presence or metadata and more a matter of trust, purpose, quality and authority.
1. Build trust
You’ve probably heard a lot of references to the fact that “content is king.” Well, let’s go a little further and focus on a powerful truth: “trust is king (or queen) .” This doesn’t mean that trust replaces content, in fact you can only create trustworthy content . That’s why you’re right if you still say that “content is king,” but only if it generates trust .
TWEET IT: “Content is king,” but only if it generates trust. #Trust is the only way to achieve conversions and sales.
Trust is the only way to achieve conversions and sales, but how do I build trust through content?
• Using the right words. These range from connectors such as: “in accordance with”, “as a result”, “caused by”, “consequently”, etc. to more specific words such as: “authentic”, “best-selling”, “certified”, “cancel at any time”, “risk-free”; “results”, “try before you buy”, “verify”… among many others.
Words build trust and these are the ones that work.
• Being objective. Objective content is written in a non-aggressive, balanced free australian email leads and objective manner.
As MarketingProfs notes, “Most consumers (74%) say they generally trust a business’s material as long as it appears objective and isn’t explicitly trying to sell a product or service.”
It's all about creating intent. If a user has the intention to buy, for example if they make a transactional enquiry, it's because they are waiting to be sold a product or service. Not providing a call to action, in this case, can be frustrating.
• Build trust with user-generated content. Many consumers only trust content if it has been created by other users.
Amplify your content marketing efforts through user-generated content such as magazines, forums, reviews, feedback , case studies, social discussion, etc.
• Build trust by sharing research, metrics, and case studies . One of the best sources of trust is knowledge. We trust people who possess knowledge and wisdom: professors, authors, researchers, etc.
How do you confirm your knowledge? Simply by producing facts – research, figures, statistics, case studies, etc. – If your content is well-founded and backed by good information and data, people trust it.