Most content writers are aware that unsubstantiated content is unlikely to be a high SEO performer. So, to be a preferred name across the industry, a content writer has to quickly produce content that positively affects a brand’s performance and makes it trustworthy. But this content has to be well researched, and research in content writing is important.
It gets a tough deal for a content writer as he has to produce well-researched content at scale while keeping the content’s performance high. If you want your content to be genuinely valuable for consumers, a thorough research phase has to be made a part of content writing. It is best if the processes for research in content writing are standardized.
A look at the fundamentals of research in content marketing delivers some sort of an idea about whether your content meets target audiences’ expectations besides your brand’s quality standards.
How important is original content in digital marketing?
Writers are sometimes instigated to overlook the research part and write all that is in their minds. This is primarily done when high volumes of content need to be delivered, but is something best safeguarded against.
If a writer falls to this temptation, he is limiting his content to his existing knowledge of a subject. Besides, the risk of sharing incorrect information is always there.
On the other hand, if you research well, you’ll come across several points that you’ll want to include in the content you create. So with research in content writing, your content strategy benefits at several levels.
Benefits of content marketing driven by research
1. Helps produce the right content
One does research before finalizing the type of content that one seeks to produce. This makes one knowledgeable about the topic. One is then in a better position to structure the content right. So, you’ll come up with content that finds sync with the target audience.
Just as an instance, when you conduct research over competitor keywords popular in your niche, you get to see what your audience is looking for. The next step in line is to brainstorm relevant topics and the writer should also spend some time studying the audience. Each article that you will now produce will be for your target audience, reinforcing their buying decisions.
2. Creating authoritative content
A piece of content can be classified as good when it demonstrates your company’s expertise while being interesting to the reader. So, it is best to always share original content that includes expert-level information, interesting facts, and trustworthy sources. Research in content writing will position your brand as trustworthy and get more sales.
3. Better SEO performance
Content backed by sound research is a higher SEO performer, based on Google’s expertise, authoritativeness, experience, and trustworthiness (E-E-A-T) criteria.
4. Countering AI saturation
There is no end to the number of sites that nowadays do not refrain from restoring to AI-generated content that is never high quality. Such work could never possibly match up with the genuine work that content writers toil and produce.
Even search engines nowadays find themselves in full support of this fact. They have begun to prioritize high-quality content, that finds precedence over AI-generated content in search engine rankings.
AI-generated articles are very unlikely to deliver a high SEO ranking for your websites and web pages as they are repetitive. AI-generated content has been created to manipulate search algorithms, but search engines have now begun to counter this manipulation.
So, instead of using iterative AI-generated articles, a company should focus on producing genuine, unique content. This will help their brand stand out from the rest and make them leaders across their niche. Moreover, sound research is the only way that you can make your unique content stand out from the flood of AI-generated content.
The issues associated with AI-generated content do not end here. ChatGPT is an AI algorithm that does a great job of mimicking human conversation. However, its limitations show up in the spheres of coming up with original ideas and being factual.
Instead, the right way for a content writer to progress in his profession is to first conduct research which will bring several insights to the fore. Research is the core factor that allows a content writer to make genuine contributions to all trending conversations in his field.
5. Keeping your content shareable
Even while you create great content, its accessibility is the factor that makes it valuable for your company. The more accessible your content is, the more customers you get.
This starts with SEO and an SEO optimized website makes your content remarkably more accessible. But, sharing their content on social media does the needful for many businesses. In fact, 90% of digital marketers now share their content over social media to ensure that their content garners more visibility.
Besides, you may also want to share your content with your family, friends, and colleagues. Researching the best ways to share the content will do the needful for your requirements. Well-researched content is authentic and shareworthy.
6. Earning customers’ trust
Inaccurate content amuses readers for a while. But when they discover fudged facts in the content, they lose trust in the original writer. From a business viewpoint, this is not something we want to happen. Online integrity is what nurtures trust among readers of business and media-related content.
The only way to make sure that you justify your readers’ trust is by keeping the content factually correct. Researching helps to a great bit of extent in the bid.