How does one create quality content? Is it waiting for inspiration? You’ll find it easier to develop content when it’s planned out, based on strategy, brand messaging and trending topics. And, don’t forget the buyer’s emotions!
We’ll start with the basic of quality content development:
Tried and True Marketing Tactics
People like to criticize marketing and advertising. However, what as marketing professional, our primary focus is to understand the target market. When it comes to writing content, you can use human attributes to help you create quality content. When people connect with their emotions, they will move mountains or buy your product.
Personal Emotions To Create Quality Content
- Thought leadership: It isn’t about the actual article. It’s about the psyche behind the sharing. The people who share your article wants to be seen as a leader. Thus they will share your article. The idea here is to write articles about your industry, trends, best practices and how industry changes affect other businesses.
- Exclusivity: Oh, don’t we love exclusivity! Here’s the thing, if there is a waitlist or a private Facebook Group or invites only to a new store opening, the brand becomes all the more desirable. For example, luxury brands create imaginary and financial barriers to engage with their select customers. Content ideas can be case studies and templates only available through email subscription.
- First Movers: Hard to find, these are not the Instagram models or mommy bloggers – rather, first movers are the first bloggers, the first to use YouTube in their garage to show you how to fix a motor. Today, first movers include influencers, where you create content that resonates with the first movers who are willing to share your content. Yes, sometimes at a cost.
Respect SEO but Write For Your Audience
There’s no point in investing in a Content Marketing Department or outsourcing your program, if either one doesn’t understand SEO. Satisfying the search intent of a keyword makes your content more relevant and easily found – the end goal for any content marketing program. This, in turn, encourages your audience to spend more time reading it. Ultimately, it improves your website’s engagement metrics and its search engine ranking.
There is a lot of talk about the right word count for each blog post that is correlated to high page rankings. However, there are at least five other factors that are much more important that you should also consider.
- Provide content value to your audience: Make it more than keywords. It’s important to take into consideration what your users actually want to read about and to find out what interests them.
- Correct grammar and spelling: Try to avoid wanna, gonna – I’m mean why even?
- Keyword optimization: Obviously
- Keep your content up-to-date: It’s time well spent when you review your blog posts from time to time and update them. This is important for your users, as it shows them that you’re on top of recent developments and can always provide them with accurate information. A fresh and updated blogs builds trust and will keep your audience returning to your site. It’s also important for SEO, as rewriting your content shows Google that your site is alive and relevant.
Quality Content – Show off Your Brand
- Trust: True for B2B and B2C, people need to trust to buy. While it’s true, influencer marketing content can certainly hold sway over consumers, in particular, Gen Z, but it doesn’t appear to have nearly the same power as a recommendation from a trusted friend or family member. When it comes to B2B, here we expect testimonials and clients in the same industry.
- Listen: If there’s something that really irks buyers, including me, is not being listened too. Potential buyers will have the patience for your lack of understanding of their company, it’s requirements and even their industry. After all, those things can be explained in the course of a discussion. But one thing needs to happen first: vendors have to listen. Your content needs to showcase this particular element, from how your business responds to customers’ needs to how you can adapt to meet customization requirements.
Without A Content Marketing Plan
- Waiting for inspiration – You’ll wait for a long time to write up quality content.
- Idea Bank – Not having enough draft content articles or idea bank when things get busy
- Keywords – Know them and learn how to properly incorporate these into your content marketing program. If you have WordPress, install the Yoast plugin.
- Objectives – Are you starting a content marketing program because the competition is doing it, brand building or because you see the value in this program? What’s the objective because content marketing is time-consuming.
Quality Content – For Which Audience?
In the end, the B2B and B2C marketers who produce quality content and do so in a more strategic manner is certainly a recipe for success. However, recent research shows that one-third of marketers are still creating content focused on the brand rather than the audience. Still today, in 2019, there hasn’t been any change on that front.