B2B content marketing programs produce everything from blogs and case studies to newsletters and white papers. Unfortunately, a focus on form doesn’t always translate into a focus on quality. And in a market deluged with information, quality content is now an important differentiator.
Focus on a visionary or controversial topic. White papers are the crux of most B2B content marketing programs and are usually considered thought leadership. So why not create just that? Memorable content is often the result of a new perspective on a current or anticipated trend. Push the envelope to carve out something that demonstrates out-of-the-box, insightful thinking. Or by advancing conventional thought just a little bit, you can make it your own – inspiring your audience and motivating them to take action.
Provide a how-to. By definition, content marketing is designed to support lead-generation and help a potential customer make stronger, better-informed business decisions. Nothing is more helpful than creating content that outlines how a particular product or service can be applied, on a step-by-step basis, to achieve a desired solution for a work situation. Ask your customers and clients. In an ocean of information, this isn’t just quality, it’s necessary, preferred content.
Make sure your content is well written. Good content makes claims, provides context, offers supporting evidence and adequately qualifies statements. It offers cogent storylines and doesn’t randomly introduce critical facts mid-stream. And good content is grammatically correct, using a level of language that resonates with its audience. Quality content is supposed to help educate so it shouldn’t read like it came from someone uneducated or uninformed. In a sea of poorly written materials, quality writing can be a major differentiator and real editorial services – not just proofreading help – can be well worth the investment.
Insert some personality. Let’s admit, a lot of content is…dull. So why not add a little personality? Because content marketing programs require a lot of content, there’s plenty of room to show color with a unique turn of phrase or a clarion call to action while not compromising your company’s brand voice. And in homage to election season, try incorporating humor. As political consultants will tell you, communicating emotion has far greater impact than just sharing rational information. By using humor, you can humanize subject matter to a great winning effect and to make your content more interesting and memorable.
It’s fair to say that creating content isn’t easy and creating quality content is even harder. That’s why looking to develop content quality may no longer be a “nice-to-have” marketing cost but a smart strategic investment. Talk to us.
