Study finds importance of professional content marketing

Old typewriter keys - 300px, Morgue Files image siteHere’s an excellent article on the importance of high-quality content marketing. Today, marketers in businesses of all sizes and industries are discovering that high-quality, professionally-written content is key to successful online marketing.

Not surprising. If you’ve ever tried to read an article or website that had been “written” for the search engines instead of human beings (crowded with keywords, illogicial sentence structure, etc., etc.) you know what I mean. It not only casts a poor light on the writer, it casts a poor light on the company who hired him/her.

The following article takes a look at a recent survey among marketers, and the importance they’re now putting on the quality of content—not just the quantity—for successful online marketing.

Study finds importance of professional content marketing

Social content, blogging, press releases and online articles are the forms of content used most often by marketers according to the survey by Readex Research, sponsored by the Content Marketing Institute (CMI) and Brandpoint. Marketers see the best results from social content, e-newsletters and blogging.

What’s more, 80 percent of survey respondents said they are willing to pay more for the added value of well-crafted, customized, professionally written copy.

“We consistently hear from our clients that creative and engaging storytelling, customization and professional-level writing are priorities,” says David Olson, senior vice president at Brandpoint. “The survey results bear this out, as respondents cited those qualities as the ones they consider most important when evaluating an outsourcing partner for their content needs.”

The majority (82 percent) of marketers said it’s more important that their website and blog copy be written for people rather than search engines. In fact, SEO expertise ranked fifth among the list of 11 qualities marketers want in a content provider. Marketers consider cost and high volume at a quick turnaround least important when choosing an outsourcing partner to produce content for them.

Marketers also recognize the value of outsourcing. Seventy percent of survey respondents said they plan to outsource content production in the next 12 months. The top three forms of content they plan to outsource are video, infographics and online articles.

Three takeaways about content marketing:

  1. Don’t look for great content from 20-year-olds selling articles for 5 bucks a pop on cheap content sites. Getting the level of content that will make a difference in your marketing means being serious enough about your business to invest in professional writing.
  2. Don’t write for the search engines, write for human beings. That means decent grammar, a logical flow, and an easy structure that moves readers quickly through the content. Remember, the search engines don’t buy from you, people do — but they won’t if your content is slipshod.
  3. Outsource your content whenever possible. This will increase efficiency (as long as you choose content providers carefully), and thus marketing ROI.

Do you have a formal content marketing strategy? Let me know how it has impacted your marketing efforts…


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