Why E-E-A-T Matters For Content Marketing And Copywriting in 2025
In an article from 2024, I asked, ‘Blogs – are they still worth it?’ Well, of course they are – if you use Google’s Experience, Expertise, Authority, and Trust (E-E-A-T), which are important ranking factors for any blog or article. But, one of the latest copywriting ‘trends’ for 2025 is to incorporate E-E-A-T into ALL online content marketing.
This ‘trend’ isn’t really a trend at all in my opinion – more a pretty obvious observation to curb the rise of generic, bland AI-written content that people can spot a mile off. Beyond blog writing, here’s why you should use E-E-A-T for all your content and make your search engine marketing more meaningful in 2025.
E-E-A-T: What does it mean for your content marketing?
Writing high-performing content isn’t just about what you say – it’s about how well your target audience (and the search engines) trust that you know what you’re talking about. Initially brought in to sort the wheat from the chaff for the quality of content for search rankings, E-E-A-T is now the minimum expected requirement for impactful, helpful, and more human Google-happy copy that appears everywhere, from your website to your socials. Here’s what it all means:
E – Experience
Good copy hits home when it comes from someone who’s been there, done that. From a landing page, case study or blog post to complete website copywriting, all your content should reflect your real-world know-how. Showing your experience gives your target audience the reassurance they need that your business can talk the talk – and walk the walk.
E – Expertise
Showing your expertise is more than trying to sound clever with buzzwords and technical jargon that most people dislike or don’t care about. It’s about showing you have what it takes to back up what you’re saying. Deep research, accurate data, and a sound understanding of your audience’s wants and needs mean your copy will hit the mark because it’s based on genuine knowledge.
A – Authority
Authority is an extension of your business reputation. When you publish content that offers real value, you’ll build credibility and authoritative copy helps you become a leader in your sector. This is where you can set your business apart from others and become the go-to, definitive voice in your industry through all your content marketing, whether that’s your website copy, case studies, or articles.
T – Trust
Even the best copy in the world won’t help your target audience if it feels untrustworthy. To gain that trust and build on it, your content needs to be real, accurate, helpful, and customer-focused. From your website to your socials, product descriptions, and even the smallest bit of microcopy, every part of your content should tell them that you’re a safe pair of hands.
Why is E-E-A-T essential for your content marketing
E-E-A-T shouldn’t only apply to your SEO-focused blogs. Human-written B2C content marketing will win over generic, soulless, AI-generated content every – single – time. And, whether they know it or not, your target audience will be looking for those E-E-A-T credentials to make a better buying decision.
Using the 7 Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) will give your business credibility. And your content will certainly fall into the ‘promotion’ category and maybe even the ‘process’ category too, if you consider the customer journey.
So by using E-E-A-T through your copy, you tell your prospective customers that you know what you’re doing and you understand them. While content algorithms, trends, and directions will always be changing, your experience, expertise, authority, and trust are a constant. Real, value-driven content is the key to more meaningful marketing in 2025 and the best way to rise above the noise and get better results.
Using E-E-A-T with your content marketing
So now we’ve covered what E-E-A-T is, what it means, and why it’s essential, how should you use it in your copy and content marketing? While it might all sound a bit overwhelming, incorporating E-E-A-T into your copy isn’t as hard as you think. The key is to not overthink it too much. Here are five practical tips to help you:
Write for humans, not search engines
OK, this might sound counterintuitive. While it’s tempting to write for search engines so copy gets seen with your keywords, writing for actual human people is the way forward. So avoid keyword stuffing, overly sales-y blather, and jargon and just write clear, understandable, and helpful content.
Back up your claims
No one wants to read hollow words or get sucked in by empty promises. Use your own collateral (think stats, raw data, case studies, and customer testimonials) to get your point across. And if you use anyone else’s information to add weight to your content, always share your sources.
Consistency is key
All your copy, whether it’s a social post, a case study, or a long-form article, should sound like it’s been written by the same person, even if it isn’t. So, having a company tone of voice or style guide will give you consistency, which shows reliability in your content marketing.
Kick out the jargon
In general, using jargon is a pretty big turn-off for most customers. Of course, you need to really know your audience, and depending on who they are, you might get away with using some. But, if you’re speaking to the general layperson, always aim for clear, straightforward, and readable copy.
Show off your team
Even if you hire a freelance copywriter to write your content, add the name of your expert to the article when publishing it online. Being transparent in your writing really helps to build trust and lets your target audience know that you have people who are experts in what they do.
Evergreen content marketing that works
No matter what you’re writing (or have written for you), using the E-E-A-T method will improve your content marketing all round. When you sound more human and less generic AI robot, you’ll connect with your target audience, earn their trust, and help bring in sales.
But do you need help writing copy and content marketing that ticks all those E-E-A-T boxes?
Let’s have a chat to see how I can help you. Over the last 10 years, I’ve helped plenty of businesses in various sectors show off their experience, expertise, authority, and trust with a range of copywriting services, from full website copywriting and regular blog writing to writing printed brochures, product descriptions, business case studies, and even proofreading and copyediting services.
If you need content marketing that works, let’s talk about how to make your copy work harder for your business today. Email me at write@dropcapcopy.com or send me a message today.
