Content is king. Even if you’re not in the content marketing business, you’re probably heard that one. But what makes content truly great? It’s a legit question, and one that we’re posed with all of the time here at well-run media + marketing. Here’s the stuff we keep in mind when taking content from good to great!
More is better. Well, sort of. Yes, you want to produce content on a regular basis, but volume isn’t the only contributing factor that makes for great content. Think quality first, and how great content factors into your overall marketing and branding goals.
What is “quality content?” Terms like relevance and added value get tossed around quite a bit in the content marketing and SEO biz, but think about how you engage with content. Many of the same things that make you stick around on a webpage or blog apply to your audience, too.
Make it one-of-a-kind. Produce something that can’t be found anywhere else on the web. Not sure what that looks like? Research the competition. Sure, you’ll probably cover some of the same subjects, but what are they doing in the content creation department? How could you do it better or differently? More importantly, what are they not doing!
Bells and whistles, people. There are gazillions of lines of text on the internet. You’re reading just a few hundred of them here! Like they say in the restaurant trade, presentation is everything. Same goes for the content you’re serving up. Meaningful photos, video clips, artwork, or infographics can drive home your point and make your content that much more engaging.
Have a point. And get to it. Yes, you want users to linger and bask in the wonderful, engaging copy you’ve created. But just like you, there’s probably a good reason they came to your content. Deliver on your headline’s promise to answer a question, fix a problem, provide advice, or even to entertain. And don’t make them jump through hoops to get it.
Speaking of headlines, you did take time to consider how your headline reflects on your content, didn’t you? Don’t just jam your headline with keywords. Consider the user benefit, your offer, or value proposition. And keep it real. Clickbait may get them once, but don’t expect to get much in the way of a repeat audience, or consumers willing to share your content.
Great content is critical to every level of the proverbial sales funnel. It’s about educating your potential client or consumer before the sale. It’s establishing your brand as a trusted resource, reference, and industry thought leader. Great content is what keeps your audience, fans, friends, and customers engaged with your brand in between sales, too. Simply put, great content is about creating and nurturing a relationship. And like any relationship, it takes work to keep it going.
Let’s talk about making that relationship work for you and your brand. That’s how we roll here at well-run media + marketing.