One of the partners here, Jason Giuliano, has a mantra… “we’re cleaning up the web.” His passion is helping clients to realize his vision of directed action by sending users to targeted content that achieves the client’s marketing plan/message.

Of course, this is not a new idea. Entire industries exist to make sense of loads of information through better site design, functionality, and analytics. This can get so complex and multi-layered that even the most technically savvy marketers will glaze over.

But don’t worry, there are lots of geeks out there to handle this stuff for you. We have a few ourselves. Make no mistake, you still play a vital role in all of this.

Good Content Brings Quality Leads

Our clients come to us looking for answers on the best ways to improve the quality of online leads. As we work with them (with Jason’s mantra ringing in our ears) we often ask the same question – who is your audience and what do they care about?

When it comes to content marketing – using tools like blogs, whitepapers, and video to drum up business – you need to ask yourself, “am I solving my client’s problems or simply creating more noise?”

There is so much content out there today. Mark Schaefer calls it Content Shock. Access to this content through the web and mobile devices is at an all time high. Conversely, a typical user’s patience is at an all time low. If something isn’t obvious it is often ignored.

Utility Content

In order to be successful you need to be a hero to your clients. Heroes solve problems. This is Utility Content…

With your blog, your web content, your mobile app, whatever content you produce, are you solving some problem for the intended audience?

Think about it this way. What do you offer that someone couldn’t find with a simple Google search? Remember, you are an expert at what you do. Are you sharing expert tips and advice with your target audience through your content marketing efforts? Or, are you simply pushing out more of the same information?

Organizations are continually seeing success from their content marketing efforts. According to a report from the Content Marketing Institute and MarketingProfs:

  • 62% of the participants surveyed saw higher success rates than the previous year
  • 85% cited creation of higher quality content as a factor contributing to this success
  • 72% said the development or adjustment of their content strategy contributed to its success
  • 53% stated that content marketing has become a great priority

Content Marketing Takes a Turn for the Better: New 2017 Research

Content Marketing Takes a Turn for the Better: New 2017 Research - Contributing Factors

Higher Quality Content

With all of this content out there, how does yours stand out and get results? You are unique, there is no other organization quite like yours. The content you create should be an extension of this and not more sales speak and jargon filled drivel.

Take your knowledge and expertise and apply it to the information. Offer insight and a unique perspective. Provide content that no one else is creating. When you are talking directly to your target audience, what makes them say “thanks so much, that’s a huge help!”?

That’s the kind of content you need to use on your blog, website, social media, print media, and so forth.

Write content with a purpose. The reader should walk away with something useful. Take another look at the list from above…

  • Blogs – should be on one topic and offer a solution to a problem your client has.
  • White papers – go deeper with studies, activities or implementable solutions.
  • Videos – inform, entertain and educate with visuals. Keep them short and to the point. The viewer should want to watch it twice.

So, the next time you create some content, ask yourself, “does this solve a problem for my clients or simply contribute to the noise?”

Do you need some help with your content marketing? Contact us today and we can help. Are you having success with content marketing? Share your experiences in the comments area below.

Jon-Mikel Bailey - Before co-founding Wood Street in 2002, Jon worked in sales, marketing and business development for technology and marketing firms. A popular speaker, he gives seminars on marketing, internet marketing, branding and web design to chambers of commerce, trade associations and colleges. He has a BFA in Photography from Frostburg State University and still shoots photos for Wood Street clients.