Watching What You Say

The biggest challenge in content marketing is to maintain quality while providing quantity. The theory is that a steady flow of information will enhance business because it keeps you top of mind and provides value for your targeted audiences. It’s all facilitated by a combination of new communications channels (blogs, social media and the like), the “always on” mentality that it feeds and (to a lesser degree) printed materials. And it works, if you keep the quality up.

Stats are readily available to describe the ascendance of content marketing, but what is missing is any measurement of who does it well. And anyone who has been on the receiving end of a stream of content blather knows that doing it badly does no good at all.

Good content works. It keeps you top of mind and provides ongoing value to your existing or potential customers. But how do you arrive at good content? The first rule is that there is a direct relationship between the things you choose to say on behalf of your brand and your brand itself. Because regular contact with a targeted audience (which is what content marketing aims for) creates a relationship.

Good relationships start with generosity and consideration. Good communications strategies start with a clear understanding of the people with whom you would like to do business. Putting the two together, good content is the sum of valued information and the anticipation of interests. You know your audience and you give them something they will appreciate.

From that point of view, just determining the subject of your content is a strategic decision. That’s why it pays to work with content providers who understand your brand, as well as your audience. And it’s how you can make sure your communications program is actually driving business.