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What is quality content?

14 May 20

What is quality content?

In today’s overcrowded marketplace it’s tough to make a noise and be heard. Creating quality content can help you rise above the din and reach your target audience with memorable communications.

Content should be the driving force behind both your traditional and modern marketing methods. Valuable content helps your website and social visitors stay informed, while being recognised by search engines to improve your search engine ranking. And it won’t go unnoticed within traditional marketing either. Rather than your printed communications being side-lined to the nearest bin, marketing that is based on quality content is more likely to be retained and actioned on.

Let’s discover the different forms that content takes. As a whole, content is information, which presents itself in many guises. We’re talking about words, photos, video, infographic, illustrations, video and audio, not forgetting social media. So, when you hear someone talking to you about content, they’re not just referring to the written word.

Focus on your audience

For optimal performance, each of these elements must convey a message and work together to create a greater user experience for the audience. Keep reminding yourself that the audience is at the core of your content. What do they want to know? How does this information help them? Where do they hang out?

Wise words

Blogs are a great way to encourage would-be customers to find you through keyword search. But it goes without saying that a blog shouldn’t be stuffed full of your chosen keyword or phrases. To avoid a high bounce rate of people clicking onto one of your blog pages and leaving without exploring further, your blog content needs to give them some value.

Deciding the best methods is very much down to common sense

Getting visual

An alternative to the written blog is a video. With a bit of know-how, today’s tech makes it possible to create short DIY videos. You or your employees can now be the face of your business, while adding that extra bit of personalisation to your marketing.

Videos, photos, infographics and illustrations all add a highly visual element to content and allow information to be shared in greater detail than words alone can convey. And all help to create different moods, emphasis and dimension to your marketing.

Choosing the best channel for your content

Part of creating quality content is choosing the best media to communicate your message. Depending on what information you want to relay, you may find text teamed with a video works best, or perhaps copy with an infographic. Video would be ideal to demonstrate a product, or to share information that’s easier to listen to than explain within text. It’s also highly engaging and shareable and is brilliant to further your reach.

Deciding the best methods is very much down to common sense. Take the example of selling a pair of women’s evening shoes. The text will need to inform the audience of the material they are made of, what size they are available in, the heel height and price. And as the shoes are a product, rather than a service, you’ll need to give your audience a clear idea of what they look like. The most appropriate imagery to choose would be a photograph or video, to demonstrate the style, colour and overall look of the shoe.

Depending on your specific audience, unless you were looking for statistics, such as the shoes comfort rating for an audience with foot problems, or the production process for an audience concerned with sustainable footwear, an infographic would not be a suitable option. It would be a similar scenario for an illustration, which would not give a significantly accurate visual of the product.

Creating value

Whatever avenue you choose, and wherever your content is used – on your website, blog, social platforms or printed communications – it needs to be meaningful and relevant to what people are looking for, adding real value to your customer. Taking this approach will encourage your content to be shared across your marketing platforms to a wider audience, increasing visitor numbers to your website.

In turn, it will help persuade your target audience to sign up to your newsletter, connect with you on social, or make an appointment. Creating valuable information will help build trust with your audience, encouraging them to take another action, or come back for more.

Investing in quality content makes sound business sense. Do you need some help in discovering the best way to use content to help market your business? Get in touch

Camilla Sharman

Written by
Camilla Sharman

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