How to make your marketing content good AND fast
To the extent your customers are readers today, you are a publisher.
“Marketing content” and “riveting quality” are rarely spoken in the same conversation. Indeed the latter is typically invoked disparagingly, as in “The content isn’t exactly riveting”. At Write Angle we’ve been at war with flat, yawn-inspiring content for years. But this isn’t about us, it’s about you and your mission to deliver content that attracts, engages and retains visitors to your site and converts them into users and customers. Marketing content can be more than good, it can be downright engaging, which is what you should be striving for at all times.
But there’s another quality right up there with engagement. More is better today when it comes to getting found online and upping your rank on search engines. And speedy delivery goes hand in hand with volume. While “good” is good, when it comes to content good and fast is even better. Says Kyle Monson, a former editor at PCMagazine now at JWT, “a company’s ability to speak honestly and quickly to its customers, fans, and detractors is a huge competitive advantage”.
Step one: recognize and embrace the publishing mandate of your enterprise which is the imperative of Web 2.0. Back in late ’80s and early ’90s as technology pulled companies into the age of networks it meant that many of them were suddenly in the telecommunications business as much as the business of their category. Today, in the real-time world of Web 2.0, you’re in the publishing business. Your customers and prospects are your audience. How are you building, engaging and growing this audience? How are your “ratings” right now and what can you do to improve them?