Quick Insights for Creating Valuable Content
Content creation has become a key factor in driving marketplace differentiation, revenue growth and brand awareness. However, as the practice continues to evolve and flourish as part of a solid B2B strategy, there has been an influx of badly written, ineffective content generated by businesses who lack awareness of how to execute powerful, purposeful material for their consumers. How can you avoid joining the ranks of disappointing content offerings? Let’s take a look at a few of the hallmarks of effective content creation.
It’s not all about you.
Your potential readers have come to you because they want to leverage your expertise to solve a pain point in their business, answer a question they may have, or to learn something new about the industry. Solid content is selfless in its execution and its first purpose should always be to help the user. If your content is a constant manifesto of your greatness driven solely by talking about yourself, your products, or your services, your readers won’t come back for more. Write to inform. Write to solve problems. Write to add value. Give consumers the help they need in their business now and they’ll remember you later.
There’s no hard sell.
If your sales team doesn’t have a keen understanding of your content strategy, they may constantly ask you to litter your materials with sales offerings, product placements and calls to action to tie your work directly to revenue generation. And while it may be tempting to try to manipulate an immediate ROI, it will only work against you in the end. Look at it this way. If your users download a white paper on data storage solutions and find a 12-page advertisement for your service, they are not going to be happy. Ever been invited to a dinner party and discovered it was actually an Amway presentation? How excited were you to accept future invitations from your deceptive host? Bait and switch tactics alienate your potential leads and diminish your brand credibility—the exact opposite of a powerful content creation strategy. Leave the selling to the sales team and work on generating content that makes your potential customers fall in love with your insights and build trust with your brand.
It doesn’t sacrifice quality for ranking.
Keyword stuffing is one of the most common mistakes marketers make when generating online content. They fill their materials with keywords to up their position on the search engine page at the sacrifice of solid writing and relevant information. Yes, in theory, it makes your content easy to find. But now you have a barely legible article at the top of the page that is borderline useless to your consumer—and it’s got your company’s name all over it. Not exactly a glowing example of your professionalism or expertise. In this case, it will actually be better if it’s never found. Quality content writes to the reader first, ensuring that the promises you made to answer their needs are met. You can add in the extra components after your piece is polished and complete.
These are just a few of the principles you can leverage in your content generation strategy to create relevant material your users will actual want to read. Noticed a consistent standard running throughout these best practices? It’s likely the same standard you apply in your personal business strategy: customer-focused quality. Avoid the pitfall of prolific content that is useless to your readers by putting the end-user first in every piece you generate. Relevant, solid content will help you convert your readers into customers by building brand credibility and awareness and establishing your position as a market leader in your industry.