Great content marketing relies on two things: quality and consistency. You can’t have one without the other.
Too often I see marketers focusing their efforts on a couple of strong pieces of content per year, then letting the rest fall by the wayside. When filler and fluff dominate the calendar, great content gets lost in the noise.
Look at it this way: content marketing is like a chain. Every piece that you publish should create a “link” in that chain—something that is both whole in itself, and that connects to pieces that come before and after. Your goal is to make people follow that chain, link by link, as they progress on their buying journey.
If great content is followed by “weak links”—or not followed by anything at all—you risk losing buyer engagement. In my experience, content published for the sake of content can actually do more harm than good.
So what’s a marketer to do?
- Commit to a sustainable schedule. In this crowded market, sub-par content won’t help you stand out. When developing your content strategy, ensure that you are creating a schedule that will allow you to consistently put out quality pieces. Great content every two weeks creates more value than filler published every day.
- Take the long view. When developing your content strategy and schedule, keep the chain in mind. You want prospects to be able to engage with content that’s relevant to their current stage of the buyer’s journey. Don’t make a prospect dig in the archives for the content they need—make it easy by regularly publishing content targeted to each step of the funnel.
- Forge links. Make it easy for buyers to follow your chain. Whenever possible, include hotlinks in your digital content that lead to other relevant pieces, or provide references that will help prospects continue to engage.
- Create a quality control process. To make sure you’re not moving forward with any “weak links”, build a vetting or quality control stage into your publishing process. One great way to do this is to use your content mission statement to help evaluate whether a given piece of content will provide value and help you meet your marketing goals.
Remember: your content strategy is only as strong as your weakest link.
Every piece of content should help your audience take another step on their buying journey, from building trust in your brand to making a purchasing decision. By creating consistently entertaining, insightful content that ties in with your overall marketing narrative, you can create content marketing that builds value for both your business and your customers.