CarverTC Inbound Marketing Blog

4 Ways Content Reviewers Can Improve Content Quality [Infographic]

Posted by Bob Carver on Feb 27, 2018 3:51:34 PM

I've been thinking about an article that Pam Moore recently published where she talked about how the amount of content being published is creating a sort of content white noise. To cut through it, content marketers need create high-quality, and extremely relevant content. I agree. In fact, I agree so much that I wrote an article  where I showed how we use a simple checklist to ensure that content quality is high, focused on the right audience, and the right stage of the buyer's journey.

Both the article on the checklist have been well received, but as I've discussed it with my team, I feel it's important to emphasize one area of our content process that some brands either don't do or don't do well; the content review process.

For many, content review just a spelling and grammar check, along with some rewording for clarity. To be clear, that's copy editing, and it comes after content reviews. Content review is where experts who know the subject matter, potentially peers of the content author, review the content to ensure it's high quality and to add value to it.

What do content reviewers do and how do they add value? In this article I'll explain 4 ways content reviewers can help your content stand out and rise above the white noise.

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Topics: content marketing process, content marketing, Inbound Marketing

One Checklist and Can Improve Content Quality and Reach

Posted by Bob Carver on Feb 14, 2018 11:58:40 AM

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.

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Topics: content marketing process

5 Tips Optimize Digital Marketing Reporting

Posted by Bob Carver on Sep 21, 2016 7:37:04 AM

I've heard from several students, both consultants and social media managers, and from clients about a disconnect in expectations when it comes to social media. Social media plans are execute, results come in, and executives don’t understand what social media is accomplishing for an organization. Simply put, digital marketing activities aren’t properly tracked, or mapped to business objectives, or reported well. These problems often often come to the forefront when an executive asks, “What business objectives are you helping achieve?” Or, more pointedly, “How much revenue is digital marketing generating for the company?” If you’re an employee or a consultant and can’t answer that question, it can lead to big problems. In this article, I’m going to give you five tips to help optimize digital marketing reporting,and, at the same time, improve your content marketing process.  

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Topics: content marketing process, digital marketing analytics, optimize digital marketing reporting

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