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I recently gave a presentation at SMX West in San Jose on what content marketers can do in order to create better content. I wanted to share with you some of the key informational pieces of that presentation in hopes that it will help you get better results when it comes to content marketing.

Why is Good Content So Important?

We all know that content is the whole driving force behind content marketing, but the biggest difference that makes a content marketing campaign successful is the quality of the content. But how do you create good content that will resonate with a reader and give them the value they are searching for?

Before we get into that, let’s first go over just how important “good” content is to readers.


From these statistics it’s clear to see that customers would rather read meaningful content about a product or service instead of advertisements. This means that the content that exists regarding your client’s services and products must create meaning in order to be valuable to make an impact on the reader.

I’ve compiled a short list of three main tips that I feel are incredibly important when it comes to creating good content for your content marketing campaigns.

Tip #1: Understanding Your Audience

As a marketer, understanding the audience that your clients are selling to is absolutely crucial if you want to see success with SEO and content marketing. The fact is that most marketers haven’t taken the adequate time to really dive into what the buyer persona is of their client’s customer base. Here are a few of the basic questions you should be able to answer:


  1. Who are they?
  2. What drives their behavior?
  3. Why/how do they buy?

If you can’t answer these questions in detail, don’t order another piece of written content until you do! This information is one of the keys to being able to knock down the barriers with an audience in order to share something that resonates and impacts them. This information provides focus, and focused content is much more meaningful to readers as it creates value.

Tip #2: Use Good SEO

One of the greatest points of confusion for content marketers today is the lack of understanding of how SEO can and should play a major role. While the days of keyword stuffing and blatant anchor text is over, good SEO is still vital to your content marketing success.

Matt Cutts, Google’s head engineer of Webspam, recently put out a video emphasizing that links are still a major factor when it comes to rankings. He even said that Google has tried using a version of search that doesn’t use back links, but the results were far worse than a search engine that uses back links as a ranking signal.

It turns out back links, even though there’s some noise and certainly a lot of spam, for the most part are still a really really big win in terms of quality for search results.“ – Matt Cutts

Back links are still very much alive, but must be used in an informative way without being spammy. Good SEO incorporates the following:

  • No keyword stuffing
  • Using long tailed keywords
  • Use good title & meta tags, H1, H2’s, etc.
  • Descriptive image alt tags
  • Internal/external linking within your content
  • Optimizing content for mobile/tablet display

While the subject matter of the content should be the main focus of any content marketing campaign, don’t sell yourself short by omitting these valuable SEO practices.

Tip #3: Answer Specific Questions

The days of high-volume, generic content are over. Instead, high-volume specific content is the best way to cast a wide net over your customers in hopes of reeling them in.

With the recent deployment of Hummingbird, Google’s latest search engine, answering specific questions is the best way to gain traction in the rankings.

Hummingbird is designed and focused to understand the meaning behind a search phrase. This means that it pays attention to each word within a query and tries to match the meaning of the words with pages, instead of just matching pages that contain those words like before. Google refers to this as “conversational search,” the ability to truly give meaningful answers based on the meaning of the question.

By understanding what Hummingbird is looking for, creating focused content that answers specific questions has never been more important. Here are a few examples when it comes to topic selection and subject matter when keeping Hummingbird in mind:



While there are many moving pieces to content marketing, the overall goal is to get your readers to act on the content that they read. By understanding your audience, using good SEO, and being specific with your content, you will be able to see much better results with your content marketing efforts.

You can view the entire presentation below:

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Greg Secrist

Greg Secrist is the CEO and co-founder of BKA Content, a full service content creation company.

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Greg Secrist

Greg Secrist is the CEO and co-founder of BKA Content, a full service content creation company.

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