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With Great Content Comes Great Responsibility

The marketing landscape has become increasingly competitive. With the massive amounts of content being produced on a daily basis, creating high-quality, unique content has become one of the most effective methods of cutting through the noise and growing audience engagement.

To put things into perspective, more than 2.5 quintillion bytes of data were being created every day, and that was in 2018. You can imagine with the leaps forward in digital transformation how that number has grown.

The world of content marketing has evolved from an exciting marketing concept to an essential marketing powerhouse for every business, in every industry.

Why producing great content is important

Words matter. And, when they are used correctly, they can unleash an unparalleled power that takes humility and respect for your audience’s intelligence and the desire to serve your readers first.

Content marketing is important because it provides answers to your audience’s questions. By building brand trust with your audience and connecting with your customers, you can improve conversions and generate leads. Your audience expect high-quality and consistent content; you need to provide them with that otherwise your words will become lost in the sea of misdirected content that exists.

At the end of the day, the content that you create doesn’t just communicate your message; it educates your readers and gives them a reason to choose your products and services over the competition. Crafting content that resonates with your audience in a way that speaks to them is one of the most important things you can do to generate interest around your business.

How to Create Quality content

Content marketing relates to its ability to increase the quality and quantity of traffic to your site. If your content isn’t strategized and properly executed, you won’t reap the rewards of great content.

One of the best ways to have successful content is to make sure you write quality content that’s written for people and satisfies search engines. Let’s take a look how you can create excellent content for your readers.

Create content you’d be proud to share

When you’re creating content, you need to be proud of what you craft. The number one thing you want to avoid doing is creating content that you don’t enjoy. If you feel the topic is average and writing about it is a task, it will lead to creating low quality content that doesn’t stand out.

If you don’t enjoy writing it, chances are your audience won’t enjoy reading it. Come up with ideas for high-quality content, enjoy writing it and be proud to share it.

Think as a reader

An excellent way of making sure that you’re creating quality content is to put yourself in the shoes of your readers. Ask yourself:

  • What are my readers interested in?
  • What problems do they have?
  • What content would they like to see?
  • How can I solve their problems with great content?

This can help you create customer profiles which, in turn, will help you come up with a few great topics that will pave the way to create exciting and engaging content.

Create content that is unique

This one comes as no surprise, but its importance cannot be stressed enough. It’s easy to write on trendy topics but uniqueness lies within adding your own flair to the mix to create something truly unique that stands out.

Show your readers that you are an expert in the field. Demonstrate thought leadership through content that keeps people long after their initial visit.

Entice readers with strong headlines

A great way of signaling to your readers that your content is right for them is through catchy, strong headlines. By piquing interest, you can convince someone to click on your article over someone else’s.

Spend some time writing and reworking your headlines to create something that people won’t just skip over.  Creating catchy headlines takes creativity and ingenuity. If you find yourself hitting a creative block, give HubSpot’s topic generator a bash; it’s great for giving some guidance and ideas for headlines.

Make your content easy to understand

An integral part of creating great content is to make sure that your content easy to follow and understand. One of the most deterring things to readers is the use of heavy jargon or content that is written with just SEO in mind.

Tone down the industry jargon and write in a natural way that conveys your message in an easy-to-read manner. 

Read your content out loud

One of the best things you can do is to read your content out loud. By skimming over it after you write it, you won’t necessarily pick up things that are out of place of unnatural.

Take a few minutes after you’ve written your content and read through it out loud. Better yet – get someone else to read it aloud. By doing this, you can spot things like unnatural keyword usage, grammar errors and so on.

Although all of these above tips are important in creating great content, you need to keep in mind, every step of the way, that you are writing for humans. Yes, having SEO correct content is important for search engines to index your content correctly but marketing is about people. It always has been, and always will. So, sharpen your pencils, step into the shoes of your readers and get writing!