There is no doubt that content is king, but why are we constantly wrapped up in this hamster wheel related to content – cranking out content for the sake of having more content. Blog posts every single day. Multiple tweets a day. Whitepapers each month. A constant line of infographics. Videos, podcasts and e-books. We are letting go of quality for the sake of more quantity. We are close to becoming irrelevant because of how far deep we are in this content spam – and it must stop now.

Take a look at these statistics from IDG. They researched IT buyers in the United States and United Kingdom, connecting irrelevant content to sales results. Among United States tech buyers, 66 percent claimed they needed digital content that was “better aligned with the organization’s objectives.” They also needed content with greater relevancy to the decision making process. Perhaps IT buyers are more demanding? This is doubtful.

But this is only the beginning. Around 80 percent of the buyers mentioned to the IDG that the content’s level of relevance is directly related to whether the vendor will make their shortlist. If the vendor’s content is not meeting the client’s minimum requirement for relevance, the buyers are 25 percent more likely to drop this vendor. This is not the customer relationship management we want or need.

When we talk about SEO, the notion of having content spam is nothing new. Search engine professionals are always talking about their disgust for loading up sites with crap that is stuffed with keywords, which is arrange in order to fool search engines into placing the sites at a higher level. But we are talking about customers, not search engines. Even customers are being loaded up with garbage content.

If you want to keep content relevant, here are five principles you must adhere to:

  1. Make sure your content is tailored to the market’s need. Analyze the customer’s buying process and their role. This will help you develop better content assets to assist customers in solving their issues.
  2. Always remain disciplined with regards to quantity. If a piece of content is being written, ask yourself whether it is necessary. Is it filling any gaping holes? Or is it content for the sake of more content?
  3. Instead of trying to create new content at a relentless rate, repurpose old content with updated SEO mechanisms. Reusing quality content is a much better idea than churning out new garbage.
  4. Content must be culled on a regular basis. Sometimes you may need a third party to come in and assess your library with an objective set of eyes to see what is relevant and what needs to go.
  5. Make sure you are choosing the right content distribution channels. Limit yourself to fewer communications vehicles, which gives you a better chance of doing a good job with each one.

Less is more when it comes to quality content.




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