Simply put, your marketing content is what fuels the engine of your marketing campaign.
The dramatic shift towards the quality of your marketing content started a few years ago, but only grows stronger each year as the way we consume content continues to evolve.
Collectively, our attention span for solicited content has dropped significantly. As a society, we take to Google to answer our problems and find solutions (much like the Yellow Pages.)
Therefore, it's simply not good enough to simply feature optimized content for the search engines. It needs to be high quality. Search engines like Google even value consistent, quality content over anything else now. So if you don't think your website or marketing content is acting as a resource to your ideal prospects, you're falling behind right now.
It's time to revamp your approach to your marketing content.
Having inaccurate facts in your blogs or articles can be unnerving and destroy your reputation as being an industry expert and thought leader in your niche. You want the information that you present to be reliable, otherwise you’ll lose readership - fast.
Whenever you include any factual information in your content, make sure that you check and then double check that info just to make sure that it’s true. This is particularly important if you are creating curated content or newsjacking. While both of these are time sensitive and you want to get your content out ASAP, it’s still important to take that extra minute or two to run a couple of Google searches and reconfirm your content.
If at all possible, include data that will further support the accuracy of your content and help back up your points. For example, if you’re taking a particular stance on a topic, you’ll be creating a far higher quality article that includes your opinion backed by data and facts than one that’s simply an opinion piece based on… well, no one knows what, exactly. When people see that you’re getting perspective and information from credible sources, then you turn into a credible source too.
Incorporate Facts From Industry Leaders
Backing up your content with quotes from those who are an expert on a particular subject matter will go a long way in further helping you prove your point and improve the quality of your content. You can either reach out to these people yourself, or you can do some digging online and snag some great quotes from industry leaders.
To help put what you’re saying into perspective, make sure that you use examples to further clarify and drive your point home. These examples don’t have to necessarily be “real life” examples; hypothetical situations work almost just as well. Many marketers make the mistake of assuming that their readership will understand what they’re saying, but the fat of the matter is that while it may seem obvious to you, it very well may not to your readers.
Kick Jargon To The Curb
While we’re on the topic of making sure that your readership understands what you’re trying to say, make sure that you get rid of any jargon that can complicate your content and make it difficult to understand. It doesn’t matter what level of lead or customer that content is supposed to be created for. If you create quality content that’s straightforward and understandable, then everyone will be able to enjoy it.
What we also find particularly useful is if you designate certain skill-levels to your content. For example, if you visit our free ebook and white paper download page, you’ll find the eBook “Small Business Marketing Made Simple” labelled as “beginner”, while our eBook “What It Takes To Run A Successful Business Blog” is labelled as “advanced”. This allows us to adjust both the subject matter and the language to suit the needs and skill level of those readers.
Add In Quality Visuals
Visuals are best when they come from an expert graphic designer, but you may be able to get away with using some tools that you may already have at your disposal. You can use tools like Microsoft Excel and PowerPoint to create graphs, charts, and other illustrations that will help you drive home your point.
People learn in different ways. Some do just fine reading content and can get everything that they need from that. But for those who may be more visual learners, including high quality visuals that will help you illustrate points are a huge benefit to your content.
As the old adage goes, “A picture’s worth a thousand words”, and pictures are also potentially worth a thousand leads. But to attract GOOD leads, you've got to use some high grade content -- no fillers. Apply your 'makeup' wrong and your website won't be any better than those YouTube videos called 'My Boyfriend Did My Makeup.'
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