Delivering quality online content
Marketing experts have refocussed on content marketing, despite the lack of attention in previous years. So why has quality content re-emerged now when the concept of 'content is king' is older than the internet? This newly found interest in 'content' can be tracked down to a few key factors:
- Social media opportunities
More and more people are engaging in both private and public networks and communities, such as social media sites and online forums. Of particular interest to marketers are the tools that can be used to share their messages. You have no doubt seen the links that beg you to 'share this', 'like this', 'tweet this', 'dig this', forward this' ... the list goes on. All these functions are very exciting as they allow all marketers to extend the reach and influence of their messages. Of course, these functions are only effective if the public deems the message 'shareable', which is where content quality comes in to play. By providing quality content integrated with the marketer's message, it will continue to spread and make the most of this social marketing opportunity.
- Standing out from the crowd
A Google search commonly returns 10's of millions (sometimes even in the billions) of results and proves the information you put online is competing for attention. As the range of online information continues to expand, it becomes increasingly more important to stand out from the crowd. Quality content is one additional way to differentiate from the mass of sites seeking the attention of your audience.
- Motivating loyalty and awareness
The content of a message can also support the development of a relationship between your client or prospect and your company. Quality content adds a further value to a message. It provides worth without demanding much (or anything) in return. It motivates people to engage with your emails, increasing awareness and loyalty.
What is quality online content?
Many business people will stridently endorse the principal of creating quality content but then pass it over because they make two common but false assumptions:
- It involves substantial time, effort and expense
- It demands specialist copywriting skills
So, before you jump to conclusions, consider carefully what quality content is. It is simply any part of the message that the recipient sits up and takes notice of.
Quality content can be recognised by being:
- Valuable
- Engaging
- Impactful
How do we create quality content?
Here are five guidelines to assist you in producing quality online content:
1. Use what you already have
If this is a relatively new concept to you, see what you've already produced. Everyday companies like yours distribute quality information in the form of newsletters, research, articles, emails and much more. How much of your existing content can you make use of? You may not even have to look beyond the walls of your own office. Nobody will remember the newsletter you sent out ten years ago, and you will more than likely have a much larger readership.
2. Shareability
Make it easy for people to share the content online. Providing your audience with a link gives them a call to action to share your message.
3. Long-term value
How long will the content be relevant? Will it go out of fashion, or be shortly outdated? Look to share information that will last for an extended period of time. Content with a long-life expectancy will have long-term value and require a low amount of maintenance.
5. Purpose
Finally, always establish the purpose of the content. Don't just produce the content for the sake of producing content. Always remain focused on how that content contributes to your client's success.
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