The way that people view content online is changing every day. The internet isn’t exactly new and impressive anymore, and it takes a more sophisticated approach to build a rapport with your target audience. This is a nice way of saying that people are bored and disillusioned with the same old copy that they’ve seen for years.
New Google algorithm updates have heightened the focus on an even more value-centric approach. The development of the Expertise, Authority, Trust (E-A-T) method came as a direct result of these changes—and it’s been highly effective.
Content Marketing Will Never Be the Same
The idea of content marketing has evolved from those flyers you used to find shoved under your windshield wipers to the carefully calculated webpages we click through today. The amount of information we have at our fingertips has changed the way that we choose products and services. Any would-be patron can compare, contrast, and look at competing products in just a few seconds. This means that your content needs to be superior to what your audience might find elsewhere. It needs to be different, valuable, and more engaging.
Applying the E-A-T method means doing the following:
- Expertise: Using multi-syllable words and taking a technical tone aren’t enough. You need to introduce concepts, ideas, and credible resources to establish your expertise. This lays the foundation for the other aspects of the E-A-T method and creates more value in your content.
- Authority: Stumbling through what you have to say without getting anywhere can create a messy and unintelligible tone. Write with authority. Use direct language that supports your expertise and proves that you believe in every concept you’re preaching. This inspires trust and will create a better connection between the content and readers. The more people that trust your content, the greater an authority you become on the topic.
- Trust: Competently completing the other portions of this method will instill a sense of trust and confidence between readers and your content. When content is credible, consumer engagement is improved exponentially. People trust what you have to say and will refer back to your website or blog for additional information. There may be instances when you have to do damage control after bad reviews or misinformation. If you’ve built trust, then this will be easier to do, and your audience will be more forgiving.
There are several components that can make or break your online content strategy, and the devil is in the details. Carefully consider every word that goes on your webpage. Make sure that it offers an increased value to your target audience. If this sounds a bit more involved than you’re prepared for, the experts at MintCopy are here to help. We use the latest analytics and research methods to improve your content marketing from the ground up.