There are quite a few motivators for content creation in business. Marketers' goals for creating content can include brand awareness,
, thought leadership, and
search engine optimization
. The great thing is, remarkable content can contribute to accomplishing
of these goals, and that's why content is one of the core parts of inbound marketing. The key is making sure the content you create is exceptional enough to achieve these goals.
So how do you ensure the content you create deserve an A?
Here are the top five elements of business content that can make it truly exceptional.
1. It's Well-Written/Produced
First thing's first. No one is going to read or ultimately share content that sucks. An attention-grabbing blog title might help to attract an initial slew of views for your blog post, but if what viewers find when they get there is a poorly written or produced piece of content, they probably won't browse for more, and they likely won't even get through the full piece of content they initially came to your site for. Make sure you're putting forth the effort to make sure your content meets a high standard of quality, or you'll build a reputation for bad content (and no one wants that).
2. It's Targeted
Content that isn't appropriately targeted toward the audience you're trying to attract for your products/services isn't, well, the
content for your business. Think critically about the
personas that make up your target audience
. Now brainstorm a list of their wants, needs, and problems. Once you've identified their needs, then you can focus on satisfying those needs through the content you create for them.
3. It's Optimized
Exceptional business content is optimized with two completely goals in mind. One is
search engine optimization
. Because one of the main benefits of lots of content is lots of chances to improve SEO, marketers must be sure each piece of content (blog articles, ebooks, videos, etc.) they create is effectively optimized for the keywords they want to rank for in search engines.
The other thing for which your content should be optimized is
mainly because, when optimized effectively, your content can be such a great source of leads for your business. Make sure you're positioning your more premium content like webinars and ebooks on landing pages behind lead generation forms, and include calls-to-action on your blog content that points to these landing pages to ensure your blog is also contributing to lead generation.
4. It's Valuable
We recently published a full blog post about
the importance of offering value in social media
to generate more followers, and a lot of the concepts covered in that post can be applied to content creation as well. Your content will achieve much greater success if it's valuable -- specifically, valuable to your target audience. You'll need to do some work to understand exactly
it is that makes something valuable to your target audience, but once you do, make sure you apply what you learned to the content you create. In general, content will likely be valuable to your audience if it's not focused on your products/services and it also educates, advises, informs, and/or engages them.
5. It Drives Results
What's the point of all this focus on content creation if it's doing nothing to help your business? If you're spending the time to make your content exceptional, it should be driving results as well. Make sure you're using
to track the ROI of your content. Take a look back at the motivators for content creation we touched on in the first paragraph of this article. Is your content helping you rank better for the keywords you're targeting? Is it generating traffic and leads? Is it increasing your thought leadership and brand awareness? If your content is contributing to all of the above, it's a great indication that you're being successful at generating exceptional business content.
What else is your content doing for your business?