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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).

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.

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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.

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.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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