If you have created your content marketing strategy, you should know who you are targeting, with what content, on which channel and the timing of how often and when. Now you need to generate a regular stream of quality and relevant information across all of your content channels (blog, Facebook, Twitter, LinkedIn, YouTube, etc).
What is quality content?
Like many things in life, beauty (or in this case quality) is in the eye of the beholder. Many posts are quick to point out that you need to deliver quality content, but few provide what it takes to actually do so.
My definition of quality content is content that is written to help your audience learn something and help them in some way. It must deliver value to solve their problem. Your content should be easy to read and understand. In some cases, depending on the topic, it can tell a story and entertain.
Ultimately, quality content is defined as meeting the needs of your audience.
My goal is to set you in the right direction and provide some resources to help you with what to write and how to write it. Here are some tips to help you get started:
Change your mindset about creating content.
According to David Meerman Scott, author of The New Rules of Marketing and PR, you must think like a publisher, not a marketer. It’s not about you, it’s about what your audience needs. Create the content that they want or need, become the “go to” person for answers and be viewed as the expert in your field.
Read blogs from others in your industry.
Understand what others are writing about and use this knowledge to create a plan that includes topics and type (i.e. blog post, podcast, video, presentation, whitepaper, etc.). Share great content with your audience by posting the links on your Facebook Page or Twitter.
Create an editorial calendar.
An editorial calendar is one of the most important documents to create. It will help you stay on track with your publishing schedule.
Using the information you’ve gathered, take that list of topics and break them down into multiple posts. This will enable you to write posts that focus on one keyword phrase that your market uses to search for the answer to their problems. Schedule the series of posts on your calendar using a time frame that you feel you can successfully implement.
Add a blog to your website.
Your blog is the center of your content marketing strategy and is the first activity you should add. Start populating the blog of your WordPress website. If your website isn’t in WordPress, recreate it in WordPress to give you a well integrated platform that is easy to update regularly. Make sure your blog is part of your website and not a separate web property. Use your editorial calendar and begin to write.
Mix up your blog post styles to get the best results.
Write in your natural voice.
Write as you speak and keep the tone informal. You are not writing to impress people with your large vocabulary. Use simpler words, lists and shorter sentences to help people scan your content quickly. For some great tips, read The Ultimate Guide to Copywriting by Neil Patel.
Review your content for grammatical errors and typos.
Before you hit the publish button, review your content for typos and grammatical errors. Nothing makes me run faster from a post than poorly written content that wasn’t proof read. Take the time to ensure you are using the proper words in your writing.
Ask the question “So what?” for each sentence you write.
If there is no answer, eliminate it. This technique helps you write concisely and eliminate unnecessary information and redundancies that just confuses your reader.
Writing is a skill that comes easy for some and very hard for others. For those of you who might need a little help with writing, I suggest you subscribe to Copyblogger by Brian Clark. He offers many resources that can help you with your writing. In addition, Marie Forleo offers The Copy Cure, a free copy writing class will show you how to write in a way that’s true to your voice and persuasive without being pushy. There’s also a full program if you need more. And if you need more help, here is a comprehensive guide on copywriting.
Remember, quality is far more important than quantity. Publishing a lot of low-quality content is not going to gain you a higher search engine ranking. Publishing high quality, useful content that is properly optimized will.
If you know the topics your audience cares about the most, strive to create quality content that is helpful and interesting to them. You will naturally gain the visibility and expert status that will help your business be found.