As the New Year unfolds, it’s the perfect time to reflect on how we’re engaging with our website visitors. There’s something undeniably off-putting about websites that do nothing but push their products and services. Don’t get me wrong – every business needs to make a buck. But this year, let’s resolve to take a better approach that values connection over conversion. (Because – spoiler alert* – connection prioritized and done right very often organically leads to conversion!)
The key to this connection-conversion? Start with helpful content instead of leading with aggressive sales pitches. It’s not just about being less pushy; it’s about offering real value that meets the needs of your audience. This simple shift builds trust, loyalty, and long-term relationships. And guess what? That’s better for business, too.
The Case for Helpful Content
This year, let’s align our digital strategies with what truly works. Google’s core ranking systems prioritize content that makes people satisfied and informed. Major Google algorithm updates like the Helpful Content Update (2022) are designed to reward genuinely helpful material and penalize content created solely to rank higher in search engines.
In other words, the days of stuffing keywords into hollow content are over – that’s been over for a while, but it’s *really* over now. Google released four updates in 2024 that, in one way or another, all focused on improving the amount of helpful content in their search results. To thrive in 2025’s digital landscape, your website must offer value, answer real questions, and solve real problems. This isn’t a passing trend; it’s the foundation of effective digital marketing.
Why Being Helpful Works
Helpful content achieves what pushy sales tactics can’t: it earns trust and builds credibility. You position yourself as a partner in their journey by addressing your audience’s needs and challenges. Visitors see your website as a reliable resource, not just another business looking to make a quick sale.
Here’s the kicker: helpful content is also fantastic for SEO. Search engines reward content that genuinely engages and satisfies users. By creating articles, videos, or guides that answer real questions people seek answers to via Google and other search engines, you improve your visibility, attract organic traffic, and establish your organization as an authority in your field.
Beyond rankings and traffic, helpful content fosters a sense of community. It encourages people to stay longer, explore more, and share your content with others. This builds a network of loyal followers who trust your brand and return for more. Unlike promotional campaigns, high-quality content has staying power—it keeps working for you long after it’s published.
The Payoff
While sales-driven content has its place, the perks of focusing on helpful content are undeniable. It’s not just about gaining customers; it’s about cultivating advocates who believe in your brand. Businesses prioritizing their audience’s needs build trust, loyalty, and long-term growth.
A New Year’s Resolution: Start Helping
“Helpful Content” isn’t just marketing speak—it’s a mindset we should embrace as we enter the New Year. Think of your audience as people seeking answers, not just potential customers. Here’s how to get started:
- Talk to Your Front-Line Team
If you’re the one interacting with customers, great—skip to the next step. If not, ask your team the top three questions they often hear. Chances are, those questions are worth answering on your site. - Create Content That Answers Fundamental Questions
What keeps your target audience up at night? What challenges are they looking to solve? What answers do they seek? Focus on solutions, insights, and actionable advice. Consider what your audience needs to know—not just what you want to sell. - Measure and Iterate
Monitor your content’s performance, and use that data to refine your approach. Pay attention to engagement metrics, feedback, and search performance.
By putting your audience first, you’re not just improving their experience—you’re setting your business up for sustainable success.
Examples:
The Points Guy: How to use Google Flights to find cheap flights and maximize your next travel booking
The Points Guy’s Google Flights guide is an excellent example of helpful content that provides highly specific, actionable, and user-focused information–-rather than self-promoting, self-centric selling. The guide is tailored to travelers seeking to optimize their flight search experience, offering step-by-step instructions, tips, and examples on using Google Flights effectively. It answers common user queries, includes visual aids like screenshots for clarity, and integrates related links to deepen understanding.
Further proof that Google loves a helper is that this page ranks well for over 2,000 keywords!
Nerdwallet: Lowe’s vs. Home Depot Credit Cards: Lowe’s Is a Much Sharper Tool
This helpful content offers a detailed, side-by-side analysis of features, benefits, and drawbacks tailored to help users make informed decisions. The content is well-structured, using subheadings and tables for clarity, and demonstrates authority by leveraging NerdWallet’s expertise in financial topics. Its focus on user needs and easy navigation make it a valuable resource for readers. It’s also valuable to Google, with the content ranking for over 1,700 keywords.
REI: How to Choose Hiking Boots
The outdoor retailer offers in-depth guidance tailored to users’ needs, covering boot types, components, and fit with clarity and detail. Structured with headings, visuals, and concise descriptions, it enhances readability and usability. Its authoritative tone, supported by REI’s outdoor expertise, further builds trust. This content effectively addresses specific user questions, making it a valuable, user-centric resource.
2025, The Year of Connection
This year resolve to be helpful to your target audience. Start building content that truly serves them, and watch your business grow in ways you never imagined. Together, let’s make 2025 the year of meaningful connections and lasting business success.
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