High Quality Content – Why is it Vital to Your Self-Storage Website?

If you talk to ten different content experts, you’re going to get 10 different versions of what high-quality content looks like. As digital marketing strategist Ronell Smith points out, “great content doesn’t universally mean anything at all. Its definition is subjective and sometimes mythical when what we need are pragmatic, clear boxes to check to determine whether our content efforts are on track.” In other words, your content is only great if your audience thinks it’s great.

High-quality content offers value to your audience. It isn’t defined by the content team, the business owner, or the copywriter. It’s defined by your intended audience and your prospective customers; the people you want to attract, engage and delight. Content exists to serve your audience, both current and prospective customers. If it doesn’t answer their questions, address their pain points, and solve their problems, it lacks the value needed to capture and maintain their interest.

If you search the web, you’ll see that it’s crowded with poorly written content –  content that isn’t able to speak over the noise. Here at FineView Marketing, our content team has broken through the noise. Two of our client blogs were named to the Feedspot Top 25 Self Storage Blogs and Websites To Follow in 2020 , at positions No. 4 and No. 9. We’ve worked hard to get to this level, and our objective is to achieve this quality with all of our content.

Understand, however, that website content is more than blogs. It’s FAQs, Storage Tips, Reservations Pages, videos, infographics, and much more.  According to BusinessDictionary.com, “content is both information and communication: the sum total of freshness, readability, relevancy, and usefulness of the information presented, and the manner in which it is presented. It is the glue that makes a website ‘sticky,’ makes visitors return, and keeps them from leaving.”

Why Your Website Needs High-Quality Content

High-Quality Content Grows Audience Retention with Value

Talented content writers anticipate the intent of their prospect and create content to satisfy that intent. Your content should educate, inspire, and entertain. Addressing pain points, answering questions and solving problems will keep your audience coming back for more. Provide resources and size guides, explain options, packing tips, and online account management in a simple, easily readable format. Present your audience with reasons for self storage that they’ve never thought of before. This is the value that your prospective customers are searching for.

High-Quality Content Establishes Credibility and Authority 

You want your audience to see your company as a credible source for information. Having authority means you know what you’re talking about and your content shows it. You understand self storage and what makes your business stronger than your competition. Your audience will have more confidence in you if they see you as an industry expert. When your content shows up in the right place, at the right time, with the right information, you build authority online.

High-Quality Content Strengthens SEO Efforts

Successful Search Engine Optimization (SEO) is dependent on content that satisfies the needs of audiences. Your content should be optimized not only for search engines, but for humans. SEO makes your site visible, but readability gives it clarity. It has to be fresh, engaging, and readable, so that it will rank higher in search engines.The Google algorithm searches for important words at specific places on your web page or blog post.

Content Marketing Institute (CMI)) states, “In case you haven’t heard, Google uses human evaluators to test the quality and accuracy of search results, and it published guidelines for these raters with lots of clues about how Google evaluates search rankings. A main factor that sets apart a high-quality search result from a low-quality one is the amount of expertise, authoritativeness, and trustworthiness present in the content.”

High-Quality Content Generates Leads and Boosts Conversions

How does high-quality content generate leads? Calls-to-action (CTA) placed in your content are a great way to steer users to a landing page. The more users are engaged in and entertained by your content, the more likely they are to click on the CTA.

Consistently high-quality content has a significant impact on purchase decisions. By giving potential customers the details they need, they can make an informed choice.


The key takeaway from this is that high-quality content is more important than ever. People want their needs anticipated and satisfied. Your website content has to establish your authority, your expertise, and your trustworthiness. If you don’t drown out the noise, someone else will.