How to Boost The Value of Your Content

Organic search and search engine optimisation are a huge part of your marketing strategy. 

But how can you increase the perceived value of the content you’re producing for your readers?

Before we answer that, answer this question:

Why do you produce content?

Your answer is probably to create and attract links to your website.

Granted, that’s a big part of content generation, but do you also link away from your blog?

Before you recoil in horror, visualising your page rank slowly diminishing, outward links are important and this is why.

Useful resource

Outward links will help your readers’ understanding.

If you’re writing about a complex topic, linking out to another source that elaborates on what you’ve said will enhance your reader’s experience. Showing you are aware of the presence of other research will also enhance your reputation – you win, they win, everyone wins.

Top 10

Readers love top 10 (or how ever many examples you can come up with) resource or product lists.

It offers them a comparison of products/information that they haven’t had to research, saving them a lot of time. But on top of that, they are a great way to support your content and a solid relationship-builder with other bloggers and websites.

Crediting other research

Whatever you write, it’s important to back it up with facts and research. This will add weight and authority to your own work, increasing its value to the readers.

Plus, it shows you have read around the subject adding credibility to you as a writer.

Quotes and interviews

Extra kudos can be gained from using quotes and interviews with subject matter experts within your writing.

Using a well-known name within a particular industry will not only boost credibility, it will also attract readers, especially those that follow the expert. Plus, they may want to link to your article, so whilst you’re linking out to them, they may well link back to you.

Graphics

A lot of companies are investing in colourful infographics and other graphical elements to illustrate complex subjects.

Linking out to these will boost the understanding of your readers and present them with new and exciting information formats.

Of course, if you use another company’s work in this way it’s essential you credit the original source.

Good for SEO

You’ve probably guessed by now that all of this outward linking is good for your SEO.

Granted, inward links are still more valuable, but linking out to quality sources of information will enhance your own standing.

SEO isn’t just about attracting links to your website. All the content you produce has to be written for the user in mind. Therefore, it should always enhance their experience and ‘go that extra mile’.

By linking out to other sources, you’re not only showing your depth of knowledge, you’re also enhancing the impact you have on your reader. So don’t be afraid to link out.

Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+

Image courtesy of digitalart/FreeDigitalPhotos