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Content Marketing: Quality Over Quantity



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There are a few things in life where having more is better, even if the quality leaves something to be desired (see: pizza). But most of the time — and especially when it comes to your content marketing — it’s quality, and not quantity, that really counts.

With so much content out there, you’d be forgiven for thinking that the key to competing is to churn out as much as you can. But to do so goes against the purpose of content marketing in the first place. Because in reality, if you really want to stand out and rise above the noise, you have to be producing content with value. And unless you have a team of people fully dedicated to researching, writing, and editing your work, publishing too much and too often probably means your content is lacking the care and substance it requires.

If you’re going to do something, you may as well do it right. So with that in mind, here’s how to ensure that you’re always putting quality first when creating content for your brand.

1. Don’t Rush the Brainstorming Process

There are endless topics under the sun to write about, but only a small subsection of those are going to be relevant to your brand. It’s important that you come up with content ideas that are (a) based on your own brand authority and (b) interesting to the audience that you’re trying to appeal to — otherwise, you’re just going to end up confusing your readers (and search engines).

See also  How to Build Your Brand’s Authority with Strategic Content & SEO

Dedicate a good amount of time to brainstorming, thinking up topics and sub-topics that are original, important, and related to the product or service that you’re selling. You don’t need to already be a genius on each topic (that’s what research is for), but they should be topics that your audience would understandably expect you to have some insight on.

2. Look at What Your Competitors are Doing

Your content needs to be original, but that doesn’t mean that your ideas can’t be inspired by what others are doing. So as part of the brainstorming process, take a look at your competitors’ content to see what’s being created and talked about. This can help give you an edge, highlighting not just those areas where you have something to add to the conversation but also the areas that are already over-saturated.

Think about what new angles you can address, or how you might be able to approach a topic in a more useful format. The goal is to write a piece that’s better than the current top-ranking posts on the topic, so your brainstorming should include not just the topics themselves but what you can add to the dialogue that isn’t already there.

3. Talk To Your Sales Team

You can gain a lot of insight from sales in terms of what content will meet the wants and needs of your audience. Nobody knows better than them what your leads’ pain points are, or what challenges and questions arise during the buyer’s journey. Talking to sales helps make sure that you cover all of your content bases, creating content that is usable and valuable to the people you’re writing it for. Plus, you’ll also be providing your sales team with content that can help move their conversations forward.


4. Establish Guidelines

Consistency is key to quality. Every piece of content that you create should be in harmony with your brand voice and values and should also follow a set of predetermined guidelines around grammar, flow, tone, SEO, and general style.

See also  11 Stellar Content Marketing Examples to Inspire Your Digital Marketing Strategy

Create a content guidebook that outlines these best practices. Even a one-page document breaking down the basics will be useful for when you work with new contributing writers, including guest posters or outsourced content creators. Outline both the do’s and the don’ts of your content style, being as specific as you can so that you’re not constantly re-working new content for quality.

5. Have a Distribution Plan in Place

If a piece of content gets published, but nobody ever sees it, was there really a point to producing it in the first place? Not every blog post, how-to guide, and video you produce are going to go viral or make it to position zero on Google, but you should still be strategizing for how you’re going to get as many eyes on it as possible. This will include coordinating your content strategy with your social media and email marketing strategies. Rope sales in as well so they know what’s available and can use the content as they see fit.

There’s no one way to do content marketing, but however you do it, quality needs to be a top priority. Your company has something to say, so make sure you’re saying it in a way that benefits both your brand and your audience, and don’t forget to measure performance to see what’s connecting and what’s not. With quality driving your strategy instead of quantity, you can be sure that you make the right kind of impact with your content.



Martech failure? 50% say loyalty programs don’t offer much value



Martech failure? 50% say loyalty programs don't offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?

Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not. 

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The gaps. So what is it customers want and aren’t getting?

  • 70% prefer to manage loyalty programs via app.
    • 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
  • 67% expect surprise gifts.
    • 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
  • 75% prefer instant discounts/redemptions.
    • 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
  • 72% expect personalized rewards.
    • 48% Retailers and restaurant chains offer some form of personalization.

Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app. 

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Read next: Leaning on loyalty, Chipotle orchestrates engagement across channels

If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.

Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.


Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount. 

The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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