When a content marketer discusses, "quality content," what does that really mean? Not “quality” is easily described: not word count or click bait, blatant self-promotion or sales pitches. “Quality” refers to unique, well-researched ideas born from your experience that benefits your consumers. Voice resonates through the piece and best content marketing practices, while used, blend smoothly into the content. How do you determine if your content possesses the stamp of quality? During a content audit, ask yourself:
Does your content deliver what it promises?
Confession time: despite knowing better, have you ever clicked on a social post contest post promising a free giveaway? Fifteen minutes down the rabbit hole later, you’ve been asked to enter six dozen other contests, giveaways, newsletters and still haven’t landed on the giveaway you originally tried to enter. Annoying beyond belief! These cleverly worded solicitation posts are not alone. Everyone has clicked on a post based on the title and snippet expecting certain content only to be disappointed. Quality content delivers on anticipations. The title, snippet and image accurately reflect the ideas. If the title claims, “The 10 Best Ways to Generate Leads,” the content actually delivers actionable steps that deliver leads and not generalized advice.
Does your content have value for your readers?
Raise your hand if you enjoy the auto commercials that scream “sale, sale, sale!” No? Maybe that’s because most people don’t enjoy blatant sales practices. Most people do want something: to be helped, to be informed, or to be educated. That content offers the most value to your readers. Quality content that boosts your brand is the material readers return to when they need a step-by-step guide to start marketing, or recommendations on lending marketplaces, or to learn how they can improve lead generation.
Is your content backed by credible research?
“Because I say so,” cuts it with two-year-olds, not real estate professionals. Experience inspires quality content, but research justifies the experience. Find the numbers to back up your words and link to the industry research. For instance, in our content marketing blogs we’ve quoted research from CRE//Tech, HubSpot, and Content Marketing Institute--industry leaders who regularly analyze data about the issues impacting real estate and content marketing professionals. When we use numbers, even from a compiled list of must-know facts, we prefer to track it down to the original publisher to examine the source and how they arrived at that number.
Is your content original?
The corner dollar store isn’t the only source of mass-produced content. These poorly written [enter name here] style articles exist across the internet. Then there are spun stories that take an article and rewrite the exact content into new words and call it original. There’s nothing wrong with using other content to inspire new ideas, as long you put your unique spin on the piece. When readers visit your blog or watch a video, your voice and expertise rise to the top with thoughtful perspectives distinctive to your market niche. This content comes from listening to audience feedback, discussion with colleagues, and reading industry developments. Avoid these common mistakes and you’ll be fine.
Is your content mobile-friendly?
Quality content is optimized for devices small and large. How? By applying content marketing best practices. The content is organized into sections using sub-headers, numbered lists, and bullets. The image reflects the content’s theme and is mobile-optimized to load quickly. Users on smartphones can zoom in on infographics easily. Pop-ups don’t distract from what enticed the viewer to visit in the first place. Videos load quickly and, if applicable, include captions for silent viewing.
Combined together, the answers to these questions reveal if your blogs, infographics, podcasts, and videos fit the bill of quality content. If not, don’t be discouraged! It’s never too late to find your voice and revamp your content strategy.