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Top Five Tips for Making Content Work for Your Brand

by Neil Mody  |  
June 5, 2013
  |  4,579 views

Content is king... That's what all the buzz has been about, right? Yet the 2013 B2B Content Marketing Benchmark Report   found that only 36% of businesses believe their content marketing is effective. (See the B2C version here.)

Why? Simply put, with so many competing priorities, marketers struggle with producing not only enough content but also content that justifies their investment by truly engaging users.

Timely, pithy, and unique content is critical to establishing awareness and trust with your audience. The need for you to produce content is not going away.

So how do you make content work for your brand?

1. Get serious about creating trusted editorial


You may not know it, but you have a head start on professional news organizations in terms of quality. Doubling down and getting skilled writing professionals in the door can take your program to the next level. That doesn't need to impact headcount; the marketplace is filled with talented freelancers who might be a perfect fit for your particular project. Just be sure to have a dedicated person managing these projects for a consistent level of quality and a steady drumbeat of content.

Having professional writers producing quality content can also help draw in your users. Here's how online consumers qualify "quality content" (all of which professional writers can bring), according to Behavior Shift: Getting Content in Front of Consumers, a survey conducted by Harris Interactive on behalf onRelate:

  • From a source already known in the offline world (60%)
  • Includes images (24%)
  • Includes author image and byline (23%)
  • Includes embedded video (11%)

Content that keeps online consumers most engaged on your site longer builds the trust that drives them back to your site. As for purchase decisions, consumers say they trust content from a brand or manufacturer's website (44%) or content pushed to them via email newsletters from brands the products and services of which they use (51%). (These and subsequent findings are from Behavior Shift: Getting Content in Front of Consumers.)


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Neil Mody is the founder and CEO of nRelate, a content discovery platform now serving 75,000 publishers, empowering them to both increase traffic and drive revenue through sponsored article recommendations.

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  • by Sarah Bauer Wed Jun 5, 2013 via web

    Intentional or not, I like that you designated the value of a trusted editorial in the #1 spot. I think that many small business owners perceive writing services as out of their price range or commitment needs, but as you mention, there is a goldmine of proficient freelance writers out there, available for projects of all sizes and specifications. Thank you for addressing this as an approachable concept for businesses!

  • by Gracious store Wed Jun 5, 2013 via web

    It is good to diversify your content creation.There are some group that will prefer written text to videos and vice- versa. It is important to know your audience so as to know whether to engage a larger number of them with videos or with written texts.

  • by lionleaf Thu Jun 6, 2013 via web

    Content is the voice of your brand, and in fact it is important to give back the respect, investment, and the focus it needs

  • by Robin Williams Thu Jun 6, 2013 via web

    Well, You are right! Content plays a key role in promoting any of the brands. It keeps online consumers most engaged to the site and builds the trust and boost in driving back to the site. I think Brand advertising works extremely well when it's built on relevant content. Campaigns and promotion that are set on interesting and interacting content are more successful than any other type of online advertising.

  • by SloganMedia Thu Jun 6, 2013 via web

    I like this article. We produce videos - that's our product. But unnecessary video doesn't serve our customers - and thus it doesn't serve us - in the long run. I also like the part about eliminating the sell because it's very tempting to sell in our free content.

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