Why Law Firms Should Focus On Quality Content

 

Video Transcript

Hey there Network family, I am Emily Frickey and here is our digital topic for the week!

Content.

Specifically quality of content vs. quantity of content. The age-old saying still rings true today “quality over quantity.”

Content is still an imperative part of digital marketing strategies. Creating unique, content helps with SEO rankings, user experience and even website conversions.

Because of this, many marketers decided that creating as much content as possible, around a single topic, was the best strategy for ranking number one for key phrases.

However, gone are the days of keyword stuffing, news jacking, and creating dozens of blog posts a week to increase rankings.

Instead, the focus should be on giving users the information they are truly looking for. User experience is always rewarded in the eyes of Google.

Focus on creating great content! Take more time to produce a well-researched piece, than five super quick, short pieces.

While long form content tends to have higher rates of engagement and higher rankings, word count isn’t really a measure for “great content.”

Great content is not bound to a specific word count. Rather, what information do readers want for a specific topic? Is the formatting easy to read regardless of the device they happen to be on? How long do they stay on the page? Do they convert after they are done reading?

Think of your website like a neighborhood. Each piece of content is a specific house in that neighborhood. Well, when you have a dilapidated house in a neighborhood it brings down the overall value of the houses around them and the neighborhood as a whole.

Content is the same. The more pieces of under-performing content on a site, the more that hurts the overall authority and value of your site.

However, if you create great, high performing pieces, you will raise the overall value of the site. In turn, making your site rank higher in search engines.

Again. Everything you do should be with the intent of giving Users the information they are looking for, the way they want to consume it.

Take your great long-format pieces and truncate them into infographics or shorter email blasts. That way, you are disseminating the same content in different mediums for users to decide how they consume.

Whatever you create, make sure it has purpose and is useful to the end user. Always choose quality over quantity. It has the most lasting, and most effective results.

As always, thanks for watching! And if you have any questions about this or marketing in general… Reach out to us here at Network Affiliates!

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