Quality content should be the basis for a good digital marketing or search engine optimisation campaign. More and more frequently, search engines are favoring quality over quantity. As a business, the content you use on your website, blog posts, press releases and anywhere else needs to be of the highest quality. Not only will this help your search rankings, but it will also help you build a positive reputation for your brand.
Does it Have a Purpose?
Every piece of content you produce needs to have a very specific purpose. Before you even begin to create content, you should know why you are creating it and what goals it will help you meet. If you can’t answer those two questions, it’s time to go back to the drawing board and make sure you have a sound strategy in place.
The purpose should be woven into the content you produce. For example, you may include a call to action, specific information or share that content in a strategic way. Keep in mind that some pieces of content will have more than one purpose.
Is it Professionally Written?
When marketing content has spelling errors, is grammatically incorrect or lacks a professional tone, it can damage your reputation. You want your market to see your business as a resource and as a capable organization and quality content can help you build that image. Proof read your content several times before you use it to make sure it is free of any embarrassing errors.
Is it Useful?
Audiences pay attention to content that is useful. All of your brand content should provide some value to your market. Every strategy and every purpose will call for a different kind of value. For example, if your goal is to raise awareness about a volunteer opportunity in your community, your content may be informational and illustrate the benefits of volunteering.
Each market you target will be looking for a something different in your content, so make sure your content is valuable to the market you are trying to reach.
Does it Represent Your Company Well?
At the end of the day, every piece of content that carries your business’ name represents your company. No matter how small it may seem, everything your business does is a reflection of your brand. As you produce content, consider this and decide if the content is worthy of representing your company. If you’re not comfortable putting your business’ name on the content, you likely need to make some revisions.
Will Your Audience Share It?
If you want your audience to share your content, you need to ask yourself if it is interesting enough for people to want to tell their friends about it. Content that provides value will most likely attract social media shares, but asking yourself if you would share the content with your friends will help you decide if it has that “something” that helps content succeed on social media.
Quality content is absolutely vital to a successful digital marketing or SEO campaign. As you produce brand content, use these questions to assess whether or not your content is ready to share with your market.