The Search for Quality Content

In an age where business is regarded as a trusted source of information, how does an organization ensure that the content they provide positions their brand in a manner that meets the expectations of their current and potential customer base?

The need for quality content is more important now than ever before, as more people are using the Internet to research and buy products and services. Consumers, however, are not only turning to online resources to fulfil their requirements, but they’re looking for companies whose brand reflects their own core values. This shift means many companies must now take the extra step towards being a good corporate citizen.

The desire to be a good corporate citizen should guide the content that the company publishes. The guidelines issues by Google, for example, suggest that content should reflect an organization’s expertise, authority and trustworthiness. Blog entries that demonstrate the organization’s standing in terms of these criteria are rewarded by higher rankings in SERP’s (Search Engine Results Pages).

While all three criteria are good, trustworthiness is now more important than ever. Trustworthiness is not only defined by a company’s offerings in terms of their products and services, but also the extent to which a customer sees the company as a trusted partner. Companies must promote key messages that demonstrate a commitment to wider social issues, and be seen as a good corporate citizen with the local and national community.

You Are What You EAT

The principles of demonstrating expertise, authority and trustworthiness remain the same, but a generous helping of awareness about social issues and a commitment to making a real difference are extremely important. Let’s take a closer look at the three factors that contribute towards communication success—the so-called E.A.T. principles.

First, expertise. In order to get a first page ranking in a search engine, the company must position itself as an expert in its field and provide information the competition cannot match in terms of usefulness. This is especially important in fields where specialized knowledge is required, including medical, legal and financial services. A good rule of thumb is that if your organization uses specialized terminology it must be regarded as an expert to stand out from the competitive crowd. However, the definition of ‘expert’ can be extended to organizations that affect the wellbeing of the reader. Under the broader definition, service providers such as plumbers and electricians would be included and must also position themselves as experts in their given fields. 

The second part of achieving that high page ranking is just how authoritative your content is. This may require that your organization is backed up by reviews, its membership in professional organizations or others who cite your content.

Third, trustworthiness—again. The late, great Carl Sagan (who is often remembered as hosting the Cosmos TV series) is often quoted as saying, “extraordinary claims require extraordinary evidence.” This has become known as The Sagan Standard. In terms of website content, those who use your company as a source of information must believe that you can be trusted. Once again, the requirements for building trust have changed and your content must reflect this shift. 

The iNA Competitive Advantage

iNA has subject-matter experts at its disposal, including some who are recognized authorities in specific fields. This is one of the reasons that companies across the globe use iNA’s services. If your organization is in search of a subject-matter expert, iNA can help. You can select your favorite writer, and with the new Premium Article Service you can request edits and interact with the writer. Our writers will provide the insight to fulfil the requirements of the EAT principle, and will save your company time, money and effort. 

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