If you want your company to be relevant in today’s market, then you need to produce quality content.
Quality content helps you to create a cost-effective and long-term inbound marketing channel for your business that helps position you as a thought leader in your industry.
However, it does take some effort and co-ordination to ensure you are producing quality content that will be widely read, shared, and indexed highly by Google.
This article aims to provide you with a guide on what is meant by quality content and how you can produce it.
It is difficult to come up with a universally agreed quality content definition because it can be very subjective. However, all high-quality content has some characteristics in common.
Quality content is content that you produce that is highly engaging, relevant, unique, accurate, in-depth, and provides answers to problems and pain points that the reader has.
Not only does the copy need to be of an extremely high standard, but it also needs to be presented in an accessible and easy-to-understand way.
If you can implement these principles into your content production and content marketing plan, then you will be on your way to producing quality content.
The first step is to understand your audience. Companies who are successful with content marketing know exactly who their audience is and know how to use this information to produce highly engaging and relevant content that speaks directly to them.
To understand your audience, the best thing to do is to create ‘buyer personas’ whereby you do extensive research as to who your target audience is and what content types they want to read.
For example, try to understand what their biggest problems are that they want to be solved – solving problems for people by educating them is the best way to be relevant.
Once you know who your target audience is, the next step is to get your tone right.
People like content that is relatable and speaks to them in a way that they understand. If you can speak like them, then you are much more likely to elicit a positive response, and it will help you to build rapport with them.
For example, the tone of your website copy and content will be a lot different if your target audience is health professionals versus the end consumer of health products.
The former might be more technical and to the point, and the latter less technical and more in an emphatic tone focusing on how your products can solve their health problems.
This step is so easy to do yet is seldom done by companies when trying to ensure that they are producing high-quality content.
Simply put, don’t be afraid to ask your audience for feedback. You will find most people will gladly tell you what content they are interested in and want more of. You can then use this feedback to optimize content that you publish, such as blog posts and articles, e-books, whitepapers and more.
Quality content provides real value to the reader by offering engaging and informative content that answers their questions and provides them with actionable advice that they can use.
It is a great way to differentiate yourself from your competitors – your website can become a library of industry-related resources.
Quality content has to be original. You have to create content that adds to the conversation and not just another piece of content that repeats what is already published.
The best way to do this is to simply search for content and see what the top results are and then try and provide a different or unique take on it or structure it originally.
Always keep in mind that people buy from people – so give your content a personable and authentic voice.
The average internet user has a short attention span so make sure you make your content easy to read.
High-quality content writers know how to make your articles readable by doing things such as: using crisp and clear sentences, using the right size font, and use the appropriate structure such as headers and sub-headings.
It is important to make it as easy as possible for readers to find the information they want – which is best done by making your pages easy to navigate.
One of the easiest ways to do this is to include a menu that people can use to take them directly to the information that they are looking for.
If you want your content to be viewed and read, then you have to produce quality content.
It is important to understand your audience and speak to them in a tone that they will respond to. Producing quality content also means that you provide value and offer a unique take on the topic you are writing about.
Just remember that it takes effort to get it right and produce high-quality content on a regular basis.
One of the best ways to speed up the process is to analyze how your readers interact with your content and ask them directly for feedback. You’ll be surprised how much you find out.