Quality content isn’t just what drives people to your brand, it’s what keeps them coming back. Good content generates leads, creates fans and spreads awareness. If created strategically and creatively, content engages us, entertains us, and might even teach us something new.
So if content marketing is something that two thirds of B2B marketers are extremely committed to, why is there so much terrible content out there?
Bad content lives among quality posts on our feeds and dashboards, sticking out like a sore thumb. It’s the stuff that bores, confuses and even sometimes offends us. Bad content has copy errors, factual inaccuracies and is poorly optimized.
If you’re posting content online and not getting the engagement or response that you’ve been hoping for, it might be time for a reality check. Here are three questions to ask yourself to help identify your content issues:
Are our goals aligned?
Sometimes content is not bad because it’s low quality, it’s bad because it is not in line with business goals. A strategy should be in place before content is created. If your aim is to gain followers, this won’t happen if you’re spamming your blog with SEO links. And if you are aiming to target a corporate audience, a Facebook profile full of puppies and kittens won’t get it done. These are extreme examples, but the point is to know first what you want to accomplish and focus your content around that.
Are we cutting corners?
It’s true that content creation can be expensive and outsourcing this or handing it off to an intern can seem tempting. However if the content fails, you’ve not only posted something that hurts your reputation, you’ve also wasted time and money that could have been used to generate quality content. When budgeting for content, would you rather spend $500 on a blog post that fails, or $750 on a blog post that has great engagement and creates two leads for your business? Keep this in mind when comparing prices, and remember that you’re always getting what you pay for.
Are we creating content for content’s sake?
While it can feel difficult to stand out in the black hole that is the Internet, the answer is not to throw content out there and hope that something goes viral. Research your target audience to understand what they are reading, where and how often.
From this, you’ll garner information that will show you what to post, when, where and how often. Then be selective with the content you create and share. A few quality posts throughout the week will perform better than posting multiple low quality posts every day. If you’re still struggling with your content, or ready to work with us to fulfill your content needs, drop me a note at firstname.lastname@example.org.