“What should be the aim of management? What is their job? Quality is the responsibility of the top people. Its origin is in the boardroom. They are the ones who decide.”
– W. Edwards Deming.
There’s only one blog I read on a regular basis.
It offers quality marketing content focused on professional development for copywriters. Their website has some paid courses, too. What’s interesting is I’ve bought all their courses but I still keep reading their blogs.
I don’t think I would’ve bought a single course if they hadn’t emailed me their blogs. In fact, I would’ve forgotten their website a long time ago. Their blogs are a good example of great content marketing in action. It proved to me that quality content marketing is what works.
The question you must ask yourself is, “Am I creating quality content with impact or forgettable clutter?” If it’s the latter, here are five steps you can take to create high-quality content.
Step 1. Start with a Blog Strategy
A former US President once said, “Plans are worthless, but planning is everything.” This is a good way to approach your blogging. Create a prototype strategy and then adjust as you go. Review your business goals and how these relate to your blogging goals:
- Acquire a certain number of new customers
- Reach profitability
- Become a dominant player in our markets
- Position our business for strategic acquisition
- Create product awareness and show proof of concept
- Educate prospects and build an audience
- Share success stories and get more conversions
- Send product updates, company news and events
Reviewing your business goals will give you direction for your blogging strategy. But keep in mind that it’ll take more than a few blogs to achieve any of these goals.
Step 2. Gather Valuable Blog Resources
Blog research is an essential step to creating quality content. Without it you’re guessing or making stuff up. The best prospects have little time to waste. And your blogs will have little if any impact.
Research should include customer challenges so you can offer readers solutions to their problems. Further you should research stories that make your blogs interesting and your business more human. Increase your research ROI by organizing your knowledge so it can be used in future blogs.
If you don’t curate resources as you go along you’ll always be starting from square one. Organizing your research lets you create a repeatable blogging system.
Step 3. Setup a Blog Development Environment
Comedian John Cleese says it’s impossible to control creativity. As a comedy writer he found that his unconscious mind did most of the creative work. But this bothered him because it was out of his control.
What he found that he could control, was the environment in which he could turn his creativity on and off. A good blog development environment can do the same thing. It can unleash your company’s creativity for creating great blogs.
Step 4. Build a Content Production Process
Henry Ford is the ultimate American entrepreneur. He made cars everyone could afford with his assembly-line manufacturing process. Blogging is a bit like building cars. They have so many moving parts that a process is needed to build them.
Ford once said his customers can have “any color – as long as it’s black.” The reason for this was that black paint dried faster. This made his manufacturing process more efficient. A blog visitor should be able to read any content they want as long as it fits into your blog categories. The right categories will make your content both effective and scalable.
To succeed with content marketing you must produce lots of high-quality blogs. It makes sense to follow in Henry Ford’s footsteps and create a content production process.
Step 5. Implement a Blog Quality Management System
The quality of your blogs determines how well they’ll work. Even five good quality blogs are better 500 forgettable ones. High-quality blogs will be read many times for many years and your ROI will be huge. A mediocre blog is lucky to raise an eyebrow.
It’s a big mistake to think you can succeed with blogging by treating it as a low-quality numbers game. Would you waste “your” time reading a poorly written blog? Of course not. You’d click and go elsewhere. But there are tons of low quality blogs out there cluttering up the internet.
A blog quality management system lets you set and meet quality standards on a consistent basis. Then you can routinely get it right.
A further advantage of quality content is that it can be re-purposed into other content formats like EBooks, Slideshares and more. This gives you repeatable quality, and it’s the quality readers respond to.
Start Blogging with Quality for Better Results
Don’t let the word “blog” fool you. A blog is made of content which can be re-purposed into many other formats for a massive ROI. Just because most blogs are low quality created by weekend bloggers doesn’t mean yours have to be. There are specific steps you can take to create high-quality content consistently.
For your content to be good quality it must tie your business goals to the needs of a specific audience. This takes careful contemplation, planning and development. Done right, it can be a very efficient and predictable process.
Creating low quality content is almost a complete waste of money. Virtually no one reads it. There’s no point in re-purposing it either since it just becomes more clutter for people to avoid.
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