Too many companies don't have the right person or people vetting the quality of their content marketing. And that needs to change. #AffinityOverAwareness #ByeByeCommodityContent
Great that you brought this up. As you rightly pointed out, most CEOs are simply not going to prioritize vetting of content. In my world (consulting), the CEO is typically the SME. Though they're very busy delivering client engagements, what I'm seeing is that with a bit of education, they understand the importance of being involved in marketing, articulating their POV and being bold enough to put themselves out there to build their brand and attract ideal clients.
Does Dan look at every piece of content idea to check if it resonates? Or do you have an internal set of questions that you check against to figure out whether the content is good or not? Very curious about your content quality process.
Content is saturated. 100%. You need unique and compelling content to cut through the noise. It's why people often struggle so much when they outsource to content agencies (we have used 3 agencies for content over the last 4 years and none could strike the same level of depth as our founders or executives).
It's important to have a built-in feedback loop in your content engine to constantly evaluate if the content resonates or not!
Agreed. Awesome insights. Gary Vaynerchuk has a 1000+ people agency, publishes a gazillion of content pieces all the time, and he still writes his tweets & Instagram copy and approves what content goes out or not. I think that you are never "too big" for something when that something is extremely important. And smart people know that the brand and content you put out are extremely important.
Hitting a production quota isn't nearly as important as creating something people actually care about.
"Good" is subjective so I like the way you said "does this content resonate with our buyer?" Because that's the way everyone should be looking at it.
This is really true and really good James!
The answer may be having an editor-in-chief responsible for content production and quality control. Before anyone sees the light of day, this person would review and approve and have the power to reject if the content failed to meet certain standards.
Head of Content at Hello, Audience.
1yHow do we know our content is good? 1: Define what "good" is. Is it content that: - Leads to conversions? - Builds affinity? - Gets consumed? - Makes your ICP feel seen? - Your ICP can't help but share? - Generates awareness? - Checks the box with your boss? 2: Co-create the content. Rather than shooting in the dark, then asking them 5,000 times (are we there yet?)... Start with a hypothesis. An opinion. A stick in the ground. Start with a definite position in the marketplace - preferably one that makes a hard push for one or two edges. And isn't dead-center in a sea of sameness. From that informed hypothesis, write a manifesto. Your shot across the bow. Gauge reaction to it. Build off of that reaction. Find those drawn to your position. Go deeper with them. 3: Let your Ideal Customer Decide whether it's good or not. If they're consuming it, If they're remarking about it, If they're sharing it, ...keep going. Co-create with those early converts. If you're doing it right - your content won't be like a kid spitting into a hurricane. If it's resonating: Content --> Conversation --> Conversion --> Community Let the deciders decide. Build your content house on that. Everyone else's opinion is shifting sand.