You hear the same advice all of the time: that you have to create quality content because quality equals more engagement. But that begs the question: What exactly does that mean?
There are so many different definitions of quality that it can feel like you have to jump through flaming hoops in order to create quality content and even then, you’re not getting the response you want.
We hear a lot about the importance of engagement with content. Even the best content in the world isn’t going to help you meet your goals if it isn’t engaging — that is, if it doesn’t get your audience to actually stop and take notice of what you’re offering, and take action, it’s not going to do much to move your business forward.
Once upon a time, the best way to get attention for your company was to get a celebrity — an actor, athlete, musician, etc. — to endorse your products and share information with their devoted fans. These days, though you need to create worthwhile content for your audience.
Sometimes a small business may question the need for a blog on their website, especially if they only have a small informational type of site with only a handful of pages. They may think that they don’t have the time to manage a blog; they may not think that they have writing skills to consistently create new and engaging content, they may just not know how or where to begin.
In the world of digital marketing, it seems that everyone is talking about the concept of “relevant” content. “You have to post relevant content!” you hear the experts say. “If it’s not relevant, it’s just noise!”
The problem is, with all of their calls for relevancy, there isn’t a whole lot of explanation about what “relevant content” actually means.
Pretty much everyone has received a form letter of some type in their lives. “Dear Friend,” they often begin, or with some other overly familiar greeting. Sometimes, these letters even insert your name at random intervals or mention something that the sender thinks they know about you.
