Content Writing

Content Forms Part 2

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You do not always have to convey de facto specialist knowledge in order to convince your prospective and existing customers of your services or to make your content interesting for them and thus also for Google. Especially with regard to the already mentioned increasing relevance of personal content, which makes a company more tangible, more approachable and thus reduces barriers to contact and promotes brand loyalty, you should also provide content that has a certain entertainment value.


YouTube and videos played on YouTube are often very beneficial means to achieve all this. In general, well balanced video content has a much higher entertainment value than text content. In addition, videos allow you to be very personal – visible as an individual, among other things – at various levels. Under these conditions and because YouTube videos are very easy to implement in all kinds of websites, they ideally increase the length of stay or user experience enormously. And this can – as already mentioned several times – be extremely ranking-promoting.

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Building a personal relationship with your own interested parties and existing customers is highly relevant for success today. We have already emphasized this in several places. If your target group feels that your brand is understood by your content in all matters concerning them and if the content conveys a certain entertaining, personal touch, your focused clientele will optimally get the impression that they really know your company. This not only favours the regular, detailed inclusion of your content, but also a strong long-term bond with your brand.

Facebook and other social networks are ideally suited to play out corresponding content. Due to the primarily private nature of these channels, they also offer conservative companies the opportunity to provide relationship-enhancing, personal content. This can take the form of direct questions to the target group or fans, followers, etc., quizzes or behind-the-scenes photos/videos. This content should always be linked to the company website and/or blog to achieve maximum SEO impact.


Since the majority of all web users in a business context – be it B2C or B2B – are in fact looking for information and the time to absorb this information is also becoming ever shorter, alternatives to more or less extensive factual statements in text form must also be offered. Videos and audio content have been enjoying increasing popularity among users and thus also with Google for years. On the text level, the FAQ list is particularly noteworthy in this context as an SEO factor.


They offer question-answer schemes in a clearly structured, compressed form that has long been accepted by web users. FAQ lists are thus very user-oriented and ideally promote the user experience. Since these are two of the officially central intentions of Google’s work – the group wants to provide everyone with a web that is as user-friendly, value-added and barrier-free as possible – the provision of a FAQ can be extremely useful for positioning one’s own Internet presence in Google rankings.


If perfectly coordinated, FAQ lists even favour the receipt of so-called featured snippets. These small boxes display very useful information from websites already directly on Google – before the usual organic results. These snippets are often described with the ranking “position 0”, are particularly frequently noticed and are therefore very desirable from a marketing or SEO point of view.

EAT model (Expertise, Authority, Trust)

EAT is one of the central evaluation and ultimately ranking factors of Google. The acronym stands for the terms “Expertise”, “Authority” and “Trust”. In simple terms, the search engine measures whether a website is trustworthy or not based on specific factors relating to this. How or with which content forms you can positively influence the EAT rating in your specific company case is of course not fully clarified at this point. In fact, the requirements for a highly professional, trustworthy web presence that acts as an authority in the respective specialist area vary from industry to industry and company orientation to company orientation.


In view of EAT, all the information provided should offer its recipients real added value, be clearly verifiable and, at best, should be immediately documented and allow for a transparent classification in the respective company context. In addition to the pure content level, frequent or less frequent sharing in social networks, good or bad ratings, existing backlinks, general usability and numerous other factors have an influence on EAT.

Functional content

Contents are always oriented towards a clearly defined goal. This is one of the central premises for economic content marketing. In order to achieve your chosen goal as efficiently as possible, virtually all of your content should have a corresponding functionality. The main goal of search engine optimization is to achieve the best possible positioning of your own web presence in the major search engines – and especially with the market leader Google. This can be achieved by means of well-placed content in various ways.


Functional content, like any other content, has to be optimally adapted to your target group and their customer journey in terms of its information base. It is also important to deliver real added value, which is not available from your competitors. Without considering these basic requirements, you will hardly be able to convince customers to accept your content today.

If you take a purely functional approach to the production of this content and in view of search engine optimization, you are primarily focusing on (mainly) technical factors. These include, among other things, optimal structuring of texts, integration of the perfect keywords, a generally good content mix of text, image and, if applicable, video and audio formats, clean programming of any web applications that may be implemented and the best possible loading times. In fact, all these aspects have a direct influence on the ranking of the major search engines. For example, Google is better able to capture well-structured text than random blocks of text and, with the help of a suitable keyword selection, promptly assign appropriate queries. Both of these aspects usually have a considerable influence on the search engine position of your website from a technical point of view alone.

Emotional Content

Emotional content also always pursues goals – at least when it is played out in the context of content marketing. This means that it must also be functional in a certain respect. However, it is primarily a matter of addressing customers on an emotional level. The SEO focus is less on concrete methods of technical or onpage optimization or the associated search engine behavior. Rather, the aim is to reach recipients through a personal, emotionally (positively) appropriate orientation of the information.

In doing so, the premises of target-group and customer-journaly-exact and absolutely value-added orientation must also be adhered to. If you succeed in creating the perfect mix here, you usually achieve a high level of emotional commitment. This means that customers who are optimally addressed tend to be more willing to act according to the intention of the content. This, in turn, can involve establishing contact, transmitting useful data or even a direct business transaction.

In general, today’s web users in a business context – be it B2C or B2B – want to be less and less just a customer number or an IP address. Ideally, you as a website operator should give your target group the feeling that their challenges or needs are really understood in your company and thus solved in a customer-oriented manner.

All of this can be extremely beneficial to your direct sales on the one hand and massively push your brand building on the other, which ultimately favours strong long-term business relationships. Furthermore, such processes are also highly interesting for Google and Co. They are a de facto indicator of a good user experience – and there is no doubt that this is now one of the most important ranking factors of all.

The perfect mix

As has already been mentioned at several points, functional and emotional content cannot be completely separated. This also applies in the SEO context. The numerous correlations given here often make it necessary to combine both modes of action or corresponding SEO methods.


For example, even a text, no matter how well tuned in terms of SEO technology, will generally never develop its full potential if it does not take into account the ever-increasing demand for more personality on the part of customers and prospects in all sectors. Similarly, however, content that is perfectly adapted to the emotional needs of the respective target group will be found far less often if it is not designed according to the functional standards of the major search engines.


Above all, the own target group and ultimately their user experience are of paramount importance. In fact, you can only drive the latter to the maximum and thus achieve the best possible ranking result if you align your content perfectly to your customers, both technically and emotionally.

There is a lot to talk about Content Marketing.

Best with a cup of coffee – right?