I’m sure you’ve heard the phrase “Content is King” more than you care to remember. It’s been used so often, it isn’t even a buzzword anymore. In fact, some may even argue, the phrase has become synonymous with digital marketing.


But, what is content? The answer to this may seem very obvious, but in this article I will explore the various types of content websites can take advantage of (hint, it doesn’t just involve blog posts), and I’ll discuss how that content can drive traffic to your business’ website. 

What is content?

The reason I’ve decided to dedicate a whole section on this particular topic is because, when deciding about producing content, it is equally important to understand that there are other formats than blogs that your business can utilise. This includes videos, infographics and podcasts. How well each of these formats work depends on how well they’re executed and the preferences of the audience. In any case, it’s always useful to know that businesses don’t always have to resort to writing blog posts. You’re allowed to think outside of the box!

A great example of a brand producing useful content through a different format would be Moz’s Whiteboard Friday. As well as providing written text, the sessions are also supplemented with visual content. Thus, catering to the varied preferences of their audience.

How can content drive traffic to your website?

Now that we’ve uncovered what content is and the various formats we can make use of, we will explore the role it plays in driving traffic to your website.

Keyword focused

It is all well and good producing content on a regular basis, but in order to take a strategic approach, it is important that a business conducts keyword research, finds the keywords that are relevant and lucrative, and includes them in their content.

Creating keyword driven content is vital because, if all other SEO elements are in place, it will help the page to appear higher in the search engine results pages for queries relevant to that keyword. Tools, such as Google Keyword Planner and SEMRush are brilliant for keyword research.

It is also worth noting that as search engines are advancing, they are becoming better at understanding the context of your keywords. Therefore, it is encouraged to use variations of longtail keywords as naturally as possible. Be careful, as you wouldn’t want to keyword stuff your content either. 

More content = bigger website

Naturally, the more content a website has, the bigger it gets. This is an advantage because it increases the chances of grabbing the search engines’ attention. The more pages you have, the more chance you have to rank for different keywords. Additionally, the more pages you have, the more likely you are to acquire more backlinks, which directly impact your rankings.

Build authority in field

It is very easy to fall into the trap of quantity over quality. Needless to say, this should be avoided. While many might argue that, because the internet is so large, a slip in the standard of your content might be overlooked, this isn’t true. Especially so when you’re trying to build your brand. By creating high quality content, you’re establishing your authority in your industry. Going back to the example of Moz, they are a very good example of producing thought leadership content, which in turn has contributed to the success of their business.

This, ladies and gents, is how content can help your business! For more tips on how content can help, check out our free eBook, “The Guide to Running an Inbound Marketing Campaign.”