There are plenty of online resources (including this one) that preach the importance of content as a key component of an effective integrated communications strategy. Fewer will point out what I strongly consider to be the absolute most important factor that distinguishes a truly great content strategy from just any content strategy: The quality of the content.
Measuring content quality is easier said than done, however, especially in highly specialized, technology-centric sectors like mobile and telecom. It’s also easier to say that content must be high-quality than to specifically define what that means. What exactly is the difference between content that’s just content, and content that’s really, really good, and achieves its mission of improving the perception of a business in the minds of its consumers and increasing sales?
Here are several questions I suggest asking about every piece of content your company produces—whether it’s your website copy, a video, a white paper, an infographic, a case study, a press release, a contributed article, or something else. It doesn’t matter the form the content takes—it all has to be good for your strategy to be effective.
Is it relevant to the audience? Seem like a no-brainer? You’d be surprised. Sometimes businesses become so focused on the internal machinations of their own operations that they forget to measure how interested their target audiences actually are in a particular topic. Do a reality check and make sure the content you’re putting out there hits the mark.
Is it educational? One of the characteristics that makes good content stand out is that it is not blatantly commercial, and educates the audience about an aspect of technology or a business or market sector. The more informative your content, the more likely your audience will dig deeper and look to your company as a source of quality information.
Is it forward-looking? To be effective in its mission—which should be to position your company as an expert resource on a given topic—content should not only report, but also analyze and project. When it comes to quality content, expertise is demonstrated by the ability to tell where the story is going.
Is it engaging—even entertaining? A lot of content—particularly content in the often esoteric, technology-laden is mobile and telecom industries—is kind of dry. It doesn’t have to be. Use anecdotes, tell stories, and don’t afraid to even be a little funny. Just because it’s authoritative doesn’t mean it has to be boring.
If you can succeed in aligning your company’s content with what the audience is seeking, educating them, showing them what’s next, and entertaining them, you more than likely are delivering quality content. It’s that asset that will set you apart from the competition, improve your market position and ultimately help you sell more of whatever you sell.
