CONTENT MARKETING

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

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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.


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