Pam Moore recently published a great article on content marketing. In it, Pam talked about the sheer amount of mediocre content that has been published causing a sort of content white noise. She talked about the need to rise above the white noise by creating high-quality, more relevant content in order to get better traction with content marketing these days. That article got me thinking about two issues that impact both content quality and reach.
First, Pam's right. These days content needs to be ultra targeted and ultra relevant. Having great personas is a start so that your content team knows what the audience is looking for. From that point, we advocate a data-driven content approach. Answer questions your customers or personas have with data you've collected. That data can be metrics and statistics that identify trends, or case studies and customer success stories that illuminate problems, and the impact of solutions.
But even if you have great ideas, and data to create content with, we frequently see two process-related problems that can kill content quality, and content reach. If content doesn't stay focused on the target audience and issue, it drifts off topic and gets lost in the white noise. If you don't have a multi-stage content review and copy edit, it won't be your best work. The content will be mediocre. Even if your content is the best, if you don't promote it properly, no-one will find it. In this article, I'm going to share how one document can solve these two big content marketing problems.