Forget ‘puff’ pieces and invest in highly credible content marketing

By our News Team | 2023

Be sure to incorporate the best practices that many great content strategies and content pieces have in common.

Content marketing has become an important strategy for many brands, particularly those operating in the B2B space.


But far too often it is lightweight ‘puff’ content with limited trustworthiness and reader value. The most impactful content is insightful, credible, educational and provides obvious value to the reader.

Content Marketing

Photo by Tumisu from Pixabay

Writing in Entrepreneur magazine, Jessica Wong – Founder and CEO of New York-based marketing and PR firms Valux Digital and uPro Digital – lists several best practices that many great content strategies and content pieces have in common:


  1. They are based on in-depth research


Outstanding content requires in-depth research. Aside from understanding their brand and the products and services the business offers, content marketers may need to draw on independent external sources, including data-driven insights, expert opinions and overall industry trends.


  1. They have actionable and practical advice


High-value content would not be complete without actionable advice. Content that audiences will return to repeatedly needs to be practical and applicable. It also needs to be relevant to the audience and offer solutions readers can implement immediately.


  1. They help to establish thought-leadership credentials


Educational content that offers value to its audience can help brands establish thought leadership in their niche. As audiences continue to benefit from a brand’s content regularly, content authors become sought after. In many cases, they can extend their reach through engagements like public presentations and speaking opportunities.


  1. Incorporate social proof


If customers or peers have already reviewed your brand, it is worth including this proof in your content marketing. Social proof, especially from independent sources, strengthens your brand’s content marketing messages and raises its credibility.


  1. Publish consistently and frequently


Audiences value content that they receive consistently and frequently. What that means in terms of days, weeks or months may vary from brand to brand. What matters most is that your brand keeps its promises to potential customers and other audiences.

You can read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.