Would you say you’re someone that believes in quality over quantity?
Jo: Yes I am! I think most people feel that quality beats quantity, marketing by volume is a completely outdated practice. Especially with the rise of video and live stream content, I believe that content today is totally driven by quality, and nothing else matters.
There’s so much content online, if you don’t create and push content out over multiple channels won’t it be swallowed before it’s even had a chance of engagement?
The idea that you must be pushing out content across every channel is ludicrous. It’s impossible to be ever-present, and this is not the way to get heard. This notion is the main problem in marketing today.
To get noticed you should aim to add value, and forget any rubbish you hear about cross-channel ‘engagement’.
What’s the best way to establish what your audience want to read?
Talk to your customers. Pick up the phone, and ask your customers why they chose you, not your competitor. Write about the questions your customers ask you, and write honest, helpful answers they can benefit from.
What should be your priorities in content creation?
Adding value for your customers, and the more relevant and informative your content, the more likely it is to lead to sales.
What are the common mistakes people make with their content?
Content for the sake of content is the number one sin. There’s no point publishing something for the sake of it, so I’d say the biggest mistake is to feel pressured to churn out content for the wrong reasons.
Why do you think impressions and clicks don’t necessarily lead to ROI?
Because today’s buyer is savvy, and wants to take time with their decisions. None of us buy something without considering other options first, so expecting every visitor to convert is an exercise in futility. You need to build brand awareness, earn the respect of your customer, and then ROI will follow, but not in every case, and that’s to be expected.
How can you tell if your content is winning business? What’s the right measurement, if not clicks?
I’d say the only measurement that matters to us is leads. If your marketing content generates new business leads, then it’s doing the right job. From that point, it’s the sales process and the sales conversations you have that drive purchase. Our job, as content marketers, is to drive enquiries.
What are your top tips to creating quality content?
- Planning: Do you have a content calendar in place based on your overall sales strategy?
- Relevance: Is this something your customers want to learn about?
- Timing: Have you thoughtfully decided when to share?
- Placement: Are you using the content in the right way, have you selected key platforms?
- Distribution: Does your team sit and wait for the content to work, or are they actively promoting it as a sales tool?
