When focusing on frequency goes at the expense of quality.
If you’re working after the Inbound Marketing Methodology, you soon learned that you must publish content frequently to attract your buyer personas to your site, and for them to convert so you can guide them through the marketing funnel. How do you solve the frequency-high-quality-puzzle?
This blog post is for you that are alone in the marketing “team” or for the small marketing teams that stress producing content, and often end up publishing pieces that you are semi-happy with, just to be able to reach that frequency target.
If you’re a marketer reading this, you know and understand all the tasks at hand and the areas you are responsible for. How are your team going to manage producing at least two high-quality pieces of content every week, per buyer persona?
HubSpot scrapped this thought in their piece of "8 Digital Marketing Trends Set to Expire by 2018" in which we wholeheartedly agree.
However, Joe Pulizzi, the founder of the Content Marketing Insititute, points out two typical pitfalls where a content marketing strategy often fails that should be paid attention to:
- Lack of focus. Choose one or a few topics where you'd like to be an expert - a thought leader. To build a loyal audience, this is key. You want your audience to look to you for information and inspiration on your chosen focus area(s)
- Lack of consistency. Like Pulizzi says "Content is a promise to our customers." If you're not delivering on consistency, people will forget about you and start to seek out other information.
Content creation in an Inbound Methodology should focus on quality over quantity. As New Breed is saying:
“In case you haven't noticed, the internet is filled with an overabundance of content — most of which is mediocre, unhelpful or otherwise bland.”
Also, that is true. Imagine how much content you roam through in the search for your answer, or think of the disappointment when downloading a premium content that is very thin and doesn’t live up to the expectations on their landing page.
Moreover, remember that pieces with good SEO rating can live "forever" and give you the traffic, and future customers, you're looking for. According to Pulizzi, it takes 12-18 months for a content marketing strategy to start delivering revenue of some kind.
5 things to think about when creating high-quality content:
- Decide on a consistency you can stick to. Be loyal to your audience, and they will be faithful to you.
- Optimize your content for search. Because you want people to be able to find the content you produce.
- Produce content that focuses on the core of your buyer personas' challenges or inspirational desires.
- Double check the quality - have someone external (preferably in your buyer persona scheme) proofread for you and give you feedback.
- Set up blog subscription automation so your followers can get your news directly in their inbox when they want it (instantly or every month for example).
The companies you trust give you useful information are the ones you keep coming back to, and that's how it should be.
Place yourself with the top players in this game and focus on producing high-quality content that answers the questions your buyer persona searches for, and you'll see they will be coming back for more, no matter if it's every day or every other week.
In the mood for creating high-quality content and boost your SEO? Download our ebook that will guide you through the whole process.