Why experience-led content is performing better

James Hussey

A lot of business content online starts to blur together. It’s not that it’s badly written as such – in fact, most of it is structured properly, hits the expected points and does everything it’s supposed to do from an SEO (search engine optimisation) point of view.

The problem is that, once you’ve read it, there’s very little that actually sticks.

Part of this is down to sheer volume. Almost every topic has already been covered again and again. After a while, you stop noticing much difference between articles because they’re all circling the same ideas – just phrased slightly differently. Even decent writing gets swallowed up in that repetition.

Search is starting to reflect that. It’s no longer enough for content to just be “correct” or well optimised. What matters more now is whether it actually helps someone understand something properly, or do something with it straight away. If it doesn’t manage that, it tends to disappear into the background, no matter how polished it is.

For business owners, that shifts things quite a bit. More content isn’t automatically better anymore – in fact, a steady stream of average posts can easily lose out to a smaller number of pieces that actually say something useful.

What tends to land better is specificity. Real situations, actual examples, small details from experience. Not broad explanations that could apply to anyone.

People are surprisingly quick at spotting when something has been written from a distance, without much real connection to the subject.

At the end of the day, it’s not complicated. Content doesn’t need to be constant, and it doesn’t need to be flawless – it just needs to be worth reading. The businesses that are doing well right now aren’t the ones publishing the most, they’re the ones saying something people actually stop for.

If you require help putting together website content that’ll enhance your SEO performance, get in touch with us at Engage Web.

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James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.