High-Quality Content: Content marketing is a crucial tool for digital marketers globally. Merely posting on social media or sending emails frequently is not enough to engage your audience. Your business’s content must address the audience’s pain points and provide value.
Table Of Content
What is high-quality content?
The Content Marketing Institute defines quality content as “relevant, valuable, and trustworthy.” These three elements serve as the foundation of valuable content.
Adding value: after consuming or reading the content, the reader gains new knowledge or solves a problem.
Relevance: the content must relate to the audience’s life experience, such as helping them in their career, resolving a relationship issue, or entertaining them during a break.
Consistency: occasional top-notch content is not enough for quality content marketing. Consistency demands regular production of similarly excellent content.
While these three pillars can guide companies in their content strategy, the final judge of content quality is the audience or potential customers. This is why it’s crucial to keep the audience’s needs at the forefront of your content marketing strategy. Content marketing is not about creating content for yourself, but for your audience.
Producing high-quality content
Some family-owned brands have succeeded in producing high-quality content and effectively using it to build stronger connections with their audience.
Example 1: LinkedIn
LinkedIn prioritizes providing valuable content to help users advance in their professional careers among all social media platforms. While it is a social network, its focus is on networking rather than socializing, unlike some of its competitors.
This focus is reflected in the content of LinkedIn’s blog, where writers create well-researched articles that inform and empower readers. The emphasis is not on promoting the writer or the platform, but solely on addressing user needs. Furthermore, the platform excels in repurposing content – whitepapers become blog posts, and eBooks reach a wider audience through shares.
Therefore, users understand that LinkedIn offers high-value content relevant to their professional development and stays up to date.
Example 2: Shopify
Shopify is synonymous with successful eCommerce and content marketing has been a key contributor to the company’s growth.
Like LinkedIn, Shopify chose not to heavily promote its brand. Instead, the team educated clients and other eCommerce enthusiasts with an eCommerce handbook. This shopping handbook became a valuable tool for others and positioned the Shopify team as experts.
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By creating content that aided clients and customers, Shopify built its brand reputation and established trust. The handbook also directed people to the Shopify platform. Entries are kept brief to cater to the audience. Shopify recognized that clients were not looking for in-depth explanations but preferred a quick read at that stage.
Example 3: TED Talks
Whether you are a fan of TED talks or not, you cannot deny the impact of the brand. TED talks are unique free video presentations shared on YouTube or the brand’s website, showcasing a prime example of video and audio content marketing.
TED talks cover a range of subjects but all share one thing in common: they aim to share captivating ideas. Speakers come from all over the world, some with celebrity status, while others specialize in a particular field.
How has TED built an audience of over 20 million YouTube subscribers? The answer is simple: quality is prioritized, whether it’s the global, invitation-only conference or a side project channel of the TED universe. Speakers are engaging and have equally captivating ideas to share. This focus on quality has attracted some of the biggest names on the global speaking circuit and continues to grow the TED brand.
How can your business produce quality content?
The models demonstrate that high-quality content comes in various forms. It can be offered in a series of short social media posts or in long explainer videos.
When deciding on a delivery method, start by considering your audience. Successful content must offer value. Any brand contemplating content marketing should ask how they can provide value to current customers and attract new ones. Understanding what your customers want from your business will help you better meet their needs.
Updating existing content should be part of your content marketing strategy if you have already started creating content. This is especially important if you operate in a field like technology where things change quickly. Updating also benefits other aspects of your digital marketing, including SEO.
Speaking of SEO, do you have an understanding of what your potential customers search for when looking for businesses like yours? This is known as search intent. Understanding your audience’s search behavior helps you tailor your content.
Make your content engaging and simple. If your content strategy includes longer blog posts, whitepapers or eBooks, they must be top-notch and easy to read. Content that is difficult to understand due to poor formatting rarely goes viral. Short sentences always beat verbose explanations. If you offer video content, consider your presentation style and the technology used to record it.
Content marketing is an excellent way to connect with your existing audience and reach new ones. As with any form of digital marketing, a well-planned strategy is likely to succeed. Content marketing means being consistent, relevant to your audience, and most importantly, offering value.
The above texts discussed various successful examples of content marketing by brands such as LinkedIn, Shopify, and TED Talks. The key to their success was offering value to their audience through quality content that addressed their needs and was delivered in a way that was engaging and easy to consume. Content marketing requires a clear strategy that is relevant to the target audience, consistent, and offers value. Brands should consider their audience needs and tailor their content accordingly, while also keeping it engaging and simple to understand. Updating existing content and understanding search expectation can also improve content marketing efforts.
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