What Quality Content Is NOT
Quality content is 2014’s marketing call-to-action. With over 90% of marketers using some form of content in their marketing mix, your content must stand out or you’ll have a content quality #FAIL.
Why? Because the amount of content being produced is increasing at an exponential pace. Don’t take my word for it—Mary Meeker documented this in her 2013 Internet deck. Currently we consume about 11 hours of content per person per day.
There are 3 reasons for this content growth:
- Social media feeds on content and the increased content consumption in turn drives more content creation, both professional and user generated.
- More marketers are using content marketing due to reduced effectiveness of other channels and lower costs relative to other marketing options.
- The number of screens, connected devices and channels continue to increase providing new ways to consume information.
This has resulted in a content super abundance (or glut, depending on your perspective) that Mark Schaefer has labelled Content Shock.(BTW–Here’s how 24 other content marketing experts defined content shock.) This occurs when content production far exceeds people’s capacity to consume it despite the fact that people have found new ways to streamline their content consumption and eliminate extraneous messages such as advertising.
Although we are producing an overwhelming amount of content, this challenge isn’t an entirely new one. Marketers and media entities have been creating information for years while finding new ways to package and deliver it. Every time a new format or channel of content is created – inevitably reducing the cost of content creation and/or distribution – a content bubble emerges.
The difference is that now this content creation happens at an accelerated pace due to the content creation tools that are widely available and the reduced costs which have lowered barriers to entry.
As a result, it’s not just marketers and professional content creators that you’re competing against, it’s everybody – including a 12 year old Vine whiz Lillian Power (until she was kicked off for being underage.)
7 Tips to ensure you don’t create a content quality #FAIL
The first step to creating quality content is to understand what constitutes a content marketing #fail. To that end, your content should not:
- Be a constant stream of promotional messages. Buy, buy, buy makes prospects and customers stop listening. Consumers have great advertising detectors to block out information that’s primarily promotional. It’s part of the reason that advertising effectiveness has eroded.
- Contain generic information. If your content is general enough to apply to everything, it applies to nothing. The lack of specificity makes your information a set of concepts to which your audience can’t relate. Instead, add specific details like you’re telling a story that you want someone to remember word for word.
- Regurgitate widely available information. If your information is me-too content, there’s a good chance your audience has gotten it elsewhere.
- Turn people off with its formatting. This is sometimes referred to as THDR or too-hard-didn’t-read. Intimidating content translates to a small reach because potential readers don’t even attempt to plow through it, much less share it.
- Deliver its message to the wrong audience. Face it–even a 4 year old knows that his name isn’t “Resident”. This happens when you use the wrong channel to transport your message or you haven’t clearly identified your readers.
- Be filled with jargon and buzzwords. Stuffing your content with a lot of fancy words turns prospective readers off. It sounds intimidating, so why bother.
- Lack a human voice. If your content sounds like it was written by a machine, chances are that it’s not useful for most audiences.
The bottom line is that quality content is targeted answers to our information needs when, where and how we want it.
What do you consider the attributes that embody content quality?
Attend Social Media Success Summit 2014 to get stellar insights from 45 social media experts including Mari Smith, Jay Baer, Lee Odden and Amy Porterfield.
Order your ticket to Social Media Success Summit NOW and SAVE $370 off the regular price (NOTE: ONLY 500 TICKETS are available at this sale price. This offer is good until August 29, 2014 or when the tickets sell out, whichever comes first.
This important virtual conference offers more than 45 sessions this October. Attend as many as you like; download the rest with no travel costs or hassle.
To compete in the new environment of always connected, highly informed consumers, retailers need to leverage five trends to realize higher conversions and larger transaction sizes.
Find out how you can apply these 5 trends to your business.
- Retailers that embrace and facilitate social where customers are discovering, considering, and buying, can increase wallet share.
- Millennials are driving the way retailers think about consumers and create shopping experiences.
- With mobile, consumers have become an always-on opportunity for retailers to tap.
- Retailers with a successful omni-channel strategy will experience less showrooming and achieve greater market share across all channels.
- Big data will allow retailers to change the consumer experience, boost conversions, and improve margins.
Now there are two ways to get Heidi Cohen’s Actionable Marketing Content by Email:
Subscribe to receive the full text of each new actionable marketing post delivered free, five days a week to your inbox.
Signup for the weekly Actionable Marketing Newsletter and get a roundup of of the week’s posts, plus extra content you won’t find on the website, plus a free e-book: What Every Blogger Needs to Know – 101 Actionable Blog Tips
Photo Credit: http://www.flickr.com/photos/fireflythegreat/2845637227/