By now you’ve heard it a million times: You must produce quality content. It isn’t easy, but it is fair and it is a necessity. In fact, Google has made it clear that it likes quality, in-depth content, providing searchers with these options whenever possible. In-depth articles are often thousands of words in length, and so far, results have been from reputable sources like The New Yorker and Wall Street Journal.
But length is not always synonymous with quality. In fact, some really long content could be categorized as bad or even a waste of time. And when it comes to your content, quality doesn’t guarantee consumption or even a nod of recollection. Even if you write and design the most well-researched 3,000-word eBook and place it on your website with intriguing calls to action and a masterful landing page, it doesn’t mean people will read it.
In a world where it is increasingly more difficult getting buyers to see your content, it is more imperative than ever to offer some sort of “wow” factor. As long as the “meat” of your content is high quality, the way in which you deliver that content provides a huge opportunity to captivate your buyers.
Let’s back up for one minute and briefly define quality content: Quality content offers useful information that aligns with your audiences' lives and challenges. It should also be consistent, relevant and void of blatant promotion.
That eBook of yours may cover all of these elements, but it doesn’t mean it is captivating your audience or aligning with their lifestyle. Now is the time to experiment and find new ways to deliver your valuable information that will get buyers to consume your content and ultimately convince them to purchase your product or service.
Here are a few of my favorite “delivery systems” so far:
This awesome service helps brands collect news and comments regarding any topic being discussed on social media and display it in a logical, storytelling format. Brands can structure conversations already happening about topics relevant to their buyers and share it on their owned media. Smart brands are also adding their thoughts and context to these stories, helping to shape the stories in a way that leads to customer conversions.
Who’s doing it well? People magazine has quite a few mesmerizing stories that could enchant viewers for days. A timely example is its Sochi Style Moments story, which shows a mix of warm clothes and heart-warming moments.
Not to be outdone, The Weather Channel has several stories that show the rest of us what those living in severe weather conditions are experiencing. Check out how the South is preparing for upcoming unprecedented winter storms.
Facebook employed every visually stunning avenue to portray its user stories on the unique site. From documentary videos to fascinating timelines, those who stumble upon this site could be entertained for hours. And the best part is they don’t even realize Facebook is marketing to them; all users see is the incredible ways Facebook is making the world a better place. Genius!
Here are some of my favorite “Stories”:
Humans of New York: This documentary-style video tells the story of an amateur photographer who moves to New York, takes thousands of photos but has no luck getting anyone to see them. That is, until he posts them on Facebook. The video pulls at a few heartstrings and makes us believe anything is possible. It also shows us how great Facebook is for businesses…
Twinsters: This timeline tells the absurd kind of story you usually only hear about in the movies. Adopted twins separated at birth reuniting through Facebook. Pretty amazing stuff here told through photos posted, reactions captured and the ultimate meeting of sisters. With this story, Facebook helps us all imagine the possibilities of a connected world.
Apps aren’t new, but the way brands are using them to provide valuable content to their audience is certainly noteworthy. Of course you’ve heard of the Charmin SitOrSquat app (awesome!) by now, but there are so many more examples to admire:
Columbia manufactures high quality outdoor gear for those who need protection from the elements. You know what else people in these sorts of situations may need to do? Tie a knot. True, Columbia makes boots and coats, not rope. But the brand understands it can make the lives of its buyers easier with this information, and so it does.
Maybe staying home with your baby and avoiding the great outdoors is more your thing. And if you’ve ever done laundry for an infant, you probably have heard of Dreft. But this mild detergent is taking its parent offerings several steps further with its Amazing Baby Days app. The service builds a comprehensive digital baby book throughout pregnancy and your baby’s first year, an invaluable gift for parents. And the clothes your baby is wearing in all those photos? We bet they are going to be washed in Dreft.
Today, there are so many incredible ways to deliver your quality content. The key to getting it right? Be where your buyers are, and provide what they need in those moments.
What creative ways have you seen quality content delivered? Share your favorites in the comment section below!
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