A standard cliché among seasoned web developers and SEO experts is that ‘content is king’ on the internet. The idea here is that, with hundreds of millions of pages now comprising the digital universe, it is the content on those pages that separates one from the next. Therefore, a page with more compelling content will be better than competing pages. As a website owner, one of the ways you can improve the quality of your content is to buy articles from a company like Connotations (my company, so a shameless plug here). Should you, or are you better off writing articles yourself?
The best way to answer that question is to talk about the different types of articles and how these increase the power of a website. With that information in hand, you can assess whether or not you or your team possesses the necessary skills and resources to get the job done. Then you will know whether you can expect reasonable success by producing your own content.
Kinds of Articles
Content creators such as Connotations divide articles into two primary categories: blog posts and informational articles. Blog posts tend to be more conversational in style and tone, aiming to present some sort of information with which the consumer can connect. Blog posts can cover recent industry news, company changes, industry observations, or just about anything else that the writer wants to focus on.
Informational articles are more like factual library materials. These are designed to present readers with specific and detailed information from a fact-based or technological perspective. You might use an informational article to introduce a new product, explain why your solution is technically better than the competition, or informing customers of why they need your product or service.
Why Powerful Content Works
Content is king of the internet because it separates the main players from their bit-player counterparts in the world of search engine ranking. In other words, powerful content will improve a website’s reputation with all of the major search engines, especially Google. Weak content will damage a website’s reputation. Focused and relevant content establishes:
- Authority – Today, traditional SEO elements are no longer as important as authority. The major search engines are transitioning away from things such as keywords and meta-tags in favour of relevance, competence, and truth. Articles written with this in mind serve to establish your company as an authority in your business. As an authority, your search ranking will rise.
- SEO Benefits – Traditional SEO elements are not as important as they used to be, but that does not mean they are completely useless. There are factors that are still important for the correct indexing and ranking of your website. Competently produced content includes the necessary elements that make for better search engine ranking. Content that does not utilise these elements will not be ranked well, regardless of the relevance and authority offered.
- Reader Connection – Content authority and SEO elements alone will not sell your company on the internet. You also need customers frequently interacting with your website as regular visitors. Therefore, content needs to create a connection between you and them. Nothing does this better than a continual supply of well-written articles. Relevant and relatable content keeps your customers coming back and encourages them to tell others.
Publishing articles on your website or blog is one of the best things you can do to boost your online reputation and achieve good search engine results. So now here’s the question: do you or your team have the time, resources and skills to create articles that establish authority, offer SEO benefits, and connect with your readers?
If you can answer that question with an unequivocal ‘yes’, then you are a good candidate for writing your own articles. If you cannot, you should probably buy articles instead. Purchasing your content is very affordable and will, in the long run, pay for itself as your company grows and expands.