Quality marketing content is essential, but it doesn’t have to be complicated
I had a great conversation with some fellow business writers this week, and we all agreed that quality marketing content can come in a variety of packages. Whether you write 250 words or 2,500 words, there is a big difference between useful content and fluff. The former brings interested visitors to your site, while the latter results in minimal engagement.
Over the past several years, more marketing teams have embraced content marketing as a core element in their strategy. However, simply producing a certain number of words each day or week won’t carry weight with your customers or search engines. Those words must be high-quality: full of useful, actionable information. Producing that level of quality doesn’t have to be as complicated as it might seem at first.
Use what you know
As an expert in your field, it can be easy to write off your industry experience as common knowledge, but don’t slip into that thinking. For people who haven’t spent years steeped in your field, your everyday thoughts could be gold. Share your reactions to recent industry developments or even simple how-to articles. That insider perspective ranks as high-quality content for many readers.
Share data and research
If your marketing team has access to industry research and data, readers want that content. Thoughtful, well-organized research gives your company a variety of options for creating relevant marketing content. From video presentations to white papers, think creatively about how to present the findings in a variety of accessible formats.
Just write
In my experience, many business people procrastinate on creating content with the excuse “I am not a writer.” You don’t have to be a writer. What matters is the information. Just write a series of bullet points and stream-of-consciousness ideas. That’s where a team of marketing content experts like Campfire Digital can be beneficial. Once you communicate your rough draft of ideas, a content marketing strategist can help you refine and target that content, and position it for maximum engagement with your audience.
The litmus test
When evaluating your marketing content for quality, ask yourself the following questions:
- If I knew nothing about my industry, would this content answer at least some of my questions?
- Does this content contain new information or at least a new perspective on an idea?
- What purpose does this content serve?
- What action will the reader/viewer take after seeing this content?
- Does that action align with my business goals?
- Does this marketing content encourage a reader/viewer to learn more or to visit my site again?
If you answered “yes” to most of them, you are on the right track. If not, it’s time to sit down and brainstorm what information you own (as a company or an individual) that could be useful to your audience.
To learn more about how Campfire Digital can augment your marketing team’s resources with high-quality marketing content and integrated approach to digital marketing, contact us today.