media update’s Jenna Cook helps you determine just how much your content is worth.
So how do you know if your value-added content is worth its weight in gold? It’s easy! By comparing it to our checklist.
Let’s find out if your published work makes the cut. Your branded content is valuable if it is:
1. Original
Original content can help to improve your brand’s online visibility, build credibility in your industry, spark conversation with your audience or even earn more media coverage for your brand.
And that’s why it’s the duty of content creators to push their ideas as far as they can in order to make something new and unique.
media update top tip: A quick way to test if your content is unique and new is to do some research on the topic that you’re covering. If there’s little to no content making the conclusions that you are (or at the very least, not making them in the same way) — chances are, you’re original.
2. Relevant
Creating content that is relevant — and remains relevant — is tricky. This is because industries advance at such a fast pace that what’s relevant today could become old news by tomorrow.
And to top it off, your consumers are the judge. They’ll know within a few seconds of seeing your content if it’s relevant. If it is, they’ll stick around to hear what you have to say — this means your content will have a better chance of being consumed. If it isn’t, they’ll easily click away.
However, just
appearing relevant is not enough. It takes more than saying the right thing at the right time to ensure your content is consumed. You need to
understand how search engine optimisation will impact your content — then use it to your advantage.
media update top tip: An easy way to determine if your content is relevant is to search for it online. If your work appears on the first results page, congratulations — you’ve made it! But if it doesn’t, you may need to go back to the drawing board.
3. Concise
Concise content gets to the point — fast. You need to be certain that the information you’re including is succinct and necessary.
Consumers are constantly bombarded by information. So to get their attention, you need to make your point as quickly as possible. And by making your content concise, you’ll also make it easier to consume — your audience won’t be distracted by ‘fluff’.
media update top tip: A simple way to decide if your content is concise is to take a look at it with a pair of critical eyes. If your work contains ‘fluff’ in the form of irrelevant adjective, images or links, you should remove them.
4. Consistent
When it comes to building a brand, there are few things as important as consistency. You might be wondering
why. Well, consistency of tone, message and image will be what solidifies your brand in the mind of consumers.
The best way to achieve consistency is to make sure that all your branded content not only matches your brand identity but also amplifies it.
media update top tip: An easy way to test if your content is consistent is to think about the style, tone and overall image of your brand. Then, compare that to your content. Do the themes match, share the same sentiment or compliment one another? If so, you’re on the right track.
5. Actionable
Actionable content — think ‘how-to’ articles, ‘step-by-step’ guides or even social media posts with a strong call to action — is a great way to give consumers something that they can apply, courtesy of your brand.
And while crafting actionable content may take more time and research, the benefits are worth going the extra mile. It can quickly turn your brand into a desired resource for consumers, increase your online traffic and potentially generate new leads.
media update top tip: A quick way to test if your content is actionable is to make sure that your content not only tells your consumer what to do but more importantly how to go about doing it. So if you’ve included easy-to-follow steps or strategies, then you’re doing a good job.
How else can you tell if your content has added value to consumers? Let us know in the comments section below.
Consumers live in a world where just about anything can be tailored to their specific preferences. So would it be crazy to think that personalised marketing is the future of advertising?
*Image courtesy of Vecteezy