content marketing, inbound marketing, lead generation

The Meaning of “Customer Experience as Content” to Grow Your Audience and Generate Leads

Is There Such a Thing as “Too Many” Buzzwords?

I came across a very recent article that claims “Content is King” is off target, that what really matters is “Customers are King”. They use the phrase Customer Experience as Content.

While the obvious truth of this statement goes without saying, it does sometimes help to re-state what everyone already knows.

His basic argument is what really matters is perspective.

The phrases “Content is King” and “Customers are King” are intended to get you to implement similar strategies, that of publishing articles and stories that are educational, informative, and useful.

When you focus on content for the sake of content, you may stray from what your customers really want. When you focus on content to improve things for your customers, you’re more likely to stay properly focused.

Google Says This Using Different Words

Google periodically publishes a summary of the Human Raters Search Quality Rating Guidelines. This document provides instructions to their human raters on how to score the search quality of various web pages. Per this document that #1 criteria for a webpage to be a high quality (and therefore deserving of a high search ranking) is what they call “utility”, which they define as how useful is the page in helping the searcher.

More specifically, how well does it help the searcher either:

  • Perform or complete some action
  • Learn something
  • Find something

The better a website is at satisfying one of the criteria above, the higher it’s quality.

How Does This Help You Market Your Business?

Fairly well actually.

Step 1 is to start publishing and publish stuff you feel is useful and interesting. Over time, through the use of Google Webmasters Tools, Google Analytics, and comments people leave on your blog posts, you’ll develop an understanding of what people do find interesting and useful.

You then focus in on those topics.

Ready to Learn More?

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