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Content marketing is hot. And there’s a reason for that – it works. Or rather, I should say it can work when it’s done well. But there’s a lot of really bad content out there, and bad content is bad for your brand. Quality definitely trumps quantity, but how can you ensure that every piece of content you produce is effective? You need to think through the following six key elements.
1. Topic
This one may be a no-brainer. In fact, topic is probably the one element that people often spend the most time thinking about. You want to make sure that you focus on topics that are relevant to your audience, and cover them in a way that is interesting and helpful.
2. Format
Once you know what you want to say, you need to determine how you will say it. Is your point best made via a lengthy white paper or a concise tip sheet? Would your audience prefer to consume an infographic or a podcast? Of course, you don’t have to pick just one format – think about different ways you can leverage your content.
3. Structure and Flow
Good content tells a story. I don’t mean starting out with “once upon a time” and ending with “they lived happily ever after.” But the goal of the piece – no matter what type of content it is – is to educate, inform, or persuade. To do this effectively, you need to move the audience from point A to point B, and that journey has to be thoughtfully constructed to logically build to the desired conclusion.
4. Writing
Do not underestimate the importance of quality writing. The best topics can be sabotaged by awkward prose and mistakes. Pablo Picasso is reported to have said, “Learn the rules like a pro, so you can break them like an artist.” (For those of you who think Picasso did cubism because he couldn’t draw or paint realistically, you couldn’t be more wrong.) Write clearly. Check your spelling and grammar diligently. Edit ruthlessly. Proofread obsessively.
5. Design
Presentation matters. Fancy design won’t save bad content, but good content can be more effective when it’s presented in a way that’s engaging, well organized, and attractive. You need to start with with the content, but don’t end there – spend time and effort on the design as well.
6. Promotion
So now you’ve crafted the ultimate piece of content – a compelling topic delivered in the optimal format and told as a persuasive story via stellar writing in an engaging design. But none of that matters if no one sees it. You need to get it in front of your audience. Have a promotion strategy and use all the relevant channels available to you.
It’s a very crowded and noisy market out there. Give your content the best shot at reaching and engaging your target audience – and achieving its goals – by investing time and effort in all these key components.
By Jennifer Scheer, VP of Marketing Services, North America at LEWIS Global Communications
