Content marketing: the importance of quality
In marketing, the content beast is always hungry – but be wary of feeding it a junk diet.
In a world where the term “content” is thrown around constantly, it’s important to remember that what we’re really talking about is information – information that has value to the person reading it.
Content marketing has been a popular concept for over a decade now, but unfortunately, it has also led to a glut of low-quality content flooding the internet.
With so much information readily available, it can be easy for businesses to fall into the trap of outsourcing and churning out massive amounts of low-quality content in hopes of attracting attention.
However, in a complex technical industry where decisions are made by serious buyers and engineers, this approach simply won’t cut it.
To succeed in this environment, it’s necessary to put in the required resources to produce high-quality content that makes sense to the industry, speaks their language and captures their attention.
Engaging an audience
The key to success lies in providing information that addresses a specific problem or issue, one that can help save money, time, or increase revenue.
It’s important to remember that the goal of content marketing is not simply to promote your message, but to provide real value to your customers.
Focus on their pain points and what matters to them, and you’ll be well on your way to creating content that captures their attention.
Quality journalism
In the modern world, anyone can publish information quickly and ubiquitously. The internet is full of blogs, social media chats and amateur web sites pumping out volumes of poorly written, unverified content.
In this kind of environment, that quality content written by professional journalists stands out more than ever.
Journalists are experts in crafting news and feature stories in a way that delivers your message to its target audience in a way that is engaging for them.
They know how to communicate complex information clearly and concisely, and the best in the business can subtly weave products messages into a story in a way that is most enticing for the target reader.
When so much content is required for modern marketing strategies, it can be tempting to cut corners – but wherever possible, working with professionals will always provide a solid ROI.
The right channels
It’s also vitally important that content meets its intended audience where they actually are.
Even the best-crafted content is useless if it’s not being distributed through forums and channels your target market actually engages with.
Catch your target customers where they already are and you’re much more likely to win them over and induce a better recall rate among them.
Reward for investment
While it may take a bit more effort, the rewards of producing quality content in a B2B setting are well worth it.
Don’t fall into the trap of churning out low-quality content just for the sake of putting something out there or filling a gap in your posting schedule.
Focus on quality over quantity, and delivering valuable information that will help your target market in their professional lives, and you’ll be on the way to winning the content marketing game.
The PCM Engine Room has 27 years of experience in B2B marketing and publishing, and every day we work with companies like yours to develop strategies that educate the market and influence outcomes.
If you’d like assistance with developing a tailored program to suit your needs, get in touch today – we’d love to help you!