Quality content is one of the most important ingredients needed to create an effective marketing mix because it is one of the best ways to provide potential customers with answers to their questions, while also offering new and relevant information. Quality content can strengthen trust between brands and audiences, build solid relationships, provide new leads, and improve conversion rates. However, customers have come to expect free high-quality content from their favorite brands, and creating this type of content is by no means an easy task for marketers and the companies they represent.
Unlike journalists and content creators, marketers in the US and abroad are not necessarily trained or accustomed to creating, editing, or providing feedback on quality content on a daily basis. But with new technologies, platforms, and tools now readily available to all, most marketers can hone their skills and become effective content creators or editors for their brands. However, there are seven important aspects of creating quality content that marketers should be aware of when creating content or providing feedback to their content creators.
There Is an Important Difference between Regular Content and Quality Content
Sonja Jefferson and Sharon Tanton, authors of “Valuable Content Marketing: How to Make Quality Content Your Key to Success,” have already demonstrated that there’s a significant difference between regular content and valuable content. Creating and sharing useful or entertaining content, rather than relying solely on self-oriented sales messages, means choosing valuable content over regular content. According to the authors, this has been a successful strategy for numerous brands.
New Platforms Provide Brands with New Opportunities
Another significant point that Sonja Jefferson and Sharon Tanton make is that the accessibility of information via the Internet and the continuous creation of new online channels means that marketers and content creators can now publish content themselves. Brands and companies now have their own websites, blogs, and social media channels that they can use to successfully manage and distribute quality content.
Fact-checking Is Just as Important for Brands as It Is for Journalists
With new platforms and technologies allowing more and more people in the US and abroad to become content creators and content writers, the importance of fact-checking has never been greater. According to a recent SEJ article, there’s a great overlap between the roles of journalists, marketers, and SEO content writers. Just like journalists, SEO content writers and marketers have to earn the trust of their audience by demonstrating expertise, relevance, and experience. All of these require extensive fact-checking and avoiding disinformation, misinformation, and fake news.
Authenticity Is Now One of the Most Important Values in Digital Marketing
According to a recent study, brand authenticity leads to perceived value and brand trust, and nowhere is this more important than in content creation. This means that marketers should avoid plagiarism at all costs and strive to provide their audience with new, original content as often as possible. Original content is preferable on all channels and platforms, including websites, blogs, and social media platforms.
Quality Content Is Always Useful to the Target Audience
Valuable content is always created with the needs of the target audience in mind, and that means marketers should first determine who that audience is. According to Emplifi, unless marketers already know who they are creating content for, they will have no idea what is useful or informative for those people. That means defining the target audience is crucial when creating quality content.
Video Opportunities and Podcasts Can Boost Content Marketing Campaigns
Content marketing means more than writing content and social media posts. It also includes creating videos and podcasts that could boost the overall digital marketing strategy. According to Search Engine Land, marketers can now use video to increase traffic and engagement, while also finding new leads and boosting conversions. Creating quality podcasts may provide marketers with similar results.
Inclusive Content Can Help Both Marketers and Their Wider Audience
Inclusive content is not only one of the best strategies marketers can use to reach a wider audience, but it is also a great way to provide more and more people with useful information. According to the Webflow Blog, this type of content is also a commitment to equity and a good way of providing a safer experience for more people. However, marketers should know that commitment is needed in order to create valuable, inclusive content. This is not an accolade they can win with a single initiative, but a continuous effort for them and the brand they represent.
By creating valuable content and collaborating with content writers and creators to provide their audiences with high-quality content, marketers can now reach more and more people, build solid relationships with their customers, deliver new leads, and improve conversions. Although it is by no means an easy task, creating high-quality content is an extremely rewarding marketing strategy.
