High Performance Content

Brands need to focus on building credibility. Discover the three pillars of best performing content; authority, ROI and quality design and production. 

With content coming from seemingly every brand, it’s no wonder marketers have jumped on the ‘content marketing wagon’. But many marketers have been pressured into sacrificing quality for quantity, in a stab to garner ‘engagement’. And, just like with digital advertising, discerning prospects have learned how to filter out any average content which comes their way. There is therefore immense pressure – and opportunity – for top marketers to stand out. And for this to be possible, their focus must be on producing high performance content.

High performance content has three key pillars: authority, ROI, and top-notch design and production.

Authority

Creating content with authority is essential for helping brands move the commercial needle. When done well, it earns both the attention and respect of prospects who matter most, which in time leads to consideration. Jayson DeMers, CEO of AudienceBloom, a Seattlebased content marketing agency, wrote in Forbes: “B2B businesses are already faced with many solutions to just about every problem there is. To gain trust, and ultimately the sale, it’s up to you to establish your authority on the subject.” So whilst B2B marketers are finally getting more adept at creating ‘engaging’ content, the great surpass the good by providing top-notch analysis on a particular area or subject matter. The best way to keep prospects’ attention is by creating content that’s independent, authentic, well commissioned and executed.

ROI

Creating content with authority is essential for helping brands move the commercial needle. When done well, it earns both the attention and respect of prospects who matter most, which in time leads to consideration. Jayson DeMers, CEO of AudienceBloom, a Seattle-based content marketing agency, wrote in Forbes: “B2B businesses are already faced with many solutions to just about every problem there is. To gain trust, and ultimately the sale, it’s up to you to establish your authority on the subject.” So whilst B2B marketers are finally getting more adept at creating ‘engaging’ content, the great surpass the good by providing top-notch analysis on a particular area or subject matter. The best way to keep prospects’ attention is by creating content that’s independent, authentic, well-commissioned and executed.

Quality design and production

There is no denying that the way we consume information has transformed since the launch of smartphones in 2007. Therefore, it is important to create separate experiences for the end user on each possible medium – great production doesn’t look the same across every platform. One of the biggest mistakes brands make is producing one-size-fits-all content that is then pumped through various channels. Even the most outstanding content will fail if you don’t prioritise user experience per output used. For this to be high-performing, there needs to be an investment in high quality materials and printing, consideration given to illustration and design, and a clever distribution strategy. For digital content, UX specialists should be enlisted for a smooth, 21st century experience. The best production values and standards are those that work best for each platform – snappy content and great images for online, in-depth analysis with beautiful illustration for print.

Looking for more thinking from Raconteur Custom Publishing? On 3 October we are running an event about the past, present and future of content marketing. Learn more here.