Three Questions to Answer for Better Content Marketing

Three Questions to Answer for Better Content Marketing


Content marketing – the process of creating useful, unique, and authoritative content to help, educate, and inform an audience – is all the rage. Whether you’re creating infographics, writing white papers, authoring blogs, or creating content for websites, engaging in content marketing is one of the best ways to spread your message.

You can improve your content marketing by tailoring it toward what people expect when they search for information online. Google attempted to do this in 2011 when they unveiled their Panda algorithm, which seeks to rank websites based on qualities humans find appealing in websites. These qualities include authority, credibility, trust, helpfulness, and originality.

As a part of the process, Google asked human reviewers to review websites and answer questions for each site. Their answers were used to create the algorithm. If you want your content – no matter what it is – to be the best it can possibly be, answering a few of these questions yourself can help.

“Does this content contain insightful analysis or interesting information that is beyond obvious?

The first thing you should ask is if your content is insightful. Does it share something to your audience that isn’t obvious? Does it relay information that is based on expert opinion? Can you demonstrate a deep understanding of your field and relay that to your audience?

“Does the article provide original content or information, original reporting, original research, or original analysis?”

Your content should be original – it should come primarily from you, and not just be rehashed from someone else’s website or material. One great way to provide original research is to carry out a survey of your audience, and share the results in a blog post or an infographic.

You can also provide analysis of events in the news as a way to share your expert opinion on a topic. Just try to make it unique, coming from your unique voice.

“Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?

Finally, your content needs to be rich with helpful information and details whenever possible. A blog post is a good example. A great blog post will educate and inform and provide details that explain the overall topic and showcase a way to improve something for the reader, even if it is just understanding of a topic.

Posting something that is vague, generic, and shallow is a good way to turn off readers, and ultimate derail your content marketing.

Answer these three questions about each piece of content you create, and you’ll be on your way to better content marketing and better results.