Quality a top priority for content marketers by Steve Swallow
Keeping a brand message short and sweet will get the best results for a business online. This will ensure consumers keep coming backfor updates.
Quality is still vital for brands looking to engage with consumers. The addition of Google’s new Penguin 2.0 algorithm has increased the importance of content quality.
The phrase “quality is king” has been somewhat overused when it comes to the content marketing industry, but the concept is inescapable for brands looking to engage with both potential and current customers.
The importance of quality content has been pushed once again to the very top of the priority list for businesses after the launch of Google’s Penguin2.0 update, which aims to improve the online experience for consumers.
What has changed?
A number of firms have been hit hard by the update to the search engine’s algorithm, with many seeing their website fall down the Google search results pages.
This is due to the fact the firm is eliminating spam, targeting companies that produce poorquality, sub-standard content that focuses on keyword stuffing.
Joe Pulizzi of the Content Marketing Institute (CMI) believes that brands still need to produce fresh content on a regular basis, but they cannot afford to sacrifice the quality of their offerings.
A recent article from the expert saw him urge businesses that want to stand out from the crowd to create “epic” content.
He wrote: “Producing information carelessly just tobuild your content library wont help your marketing efforts. In fact, that practice will onlydilute your core points and distract your audience. Posting more thoughtful pieces less frequently is a strategic way to both control and spread your organizations brand message, while keeping your reputation as a thought leader in check.”
Keep it short and sweet
Getting your message across as a brand can be a complicated issue, with the possibility of trying to cram too much information into your marketing campaigns a real concern. However, it is important to get your ideals across quickly in an easy-to-understand fashion, which will ensure it is memorable and that visitorsactually feel like they can spare the time to read, watch and understand. Of course, that is not to say longer, thought leadership pieces, such as white papers and features should be avoided, but the main message should be short and simple to avoid boring an audience.