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The Benefits of High-Quality, Native English Content: Consistency Drives Your Brand Forward

The quality of a brand’s content can mean the difference between success and insignificance in the business to business (B2B) market. Content marketing has been shown to increase business success rates, and assists in growing brand awareness, encouraging audience engagement, and increasing sales.

However, it requires a deeper understanding of the relationship between quality content and audience response in order for a content marketing program to achieve success.

Why Creating Consistent Content is Valuable

Being consistent in brand messaging can contribute to the growth and success of any business. Understanding how best to portray a brand, and being consistent in that portrayal, ensures greater brand recognition and reliance.

The same can be said of content marketing. A brand’s content needs to be unique and identifiable in voice, style, and pitch. Consider easily recognisable jingles, and how successfully they are remembered and relied upon. Content consistency creates credibility and trust, strengthening reliability and building brand reputation. Inconsistent content can create a reputation of being unreliable and untrustworthy. A recent study by TechiPedia found that consistent brands are worth 20% more than competitors who aren’t consistent.

While research has shown the benefits of consistency in content creation, it can be difficult for a business to maintain consistency when scaling a campaign. For example, if a brand publishes content written by multiple content writers, how would they be able to ensure a consistent voice throughout all of the content? This is where content scoring can assist.

Content Scoring

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Conventional content metrics, such as page reviews, unique views, and social media traction can be reliable in determining audience size, distribution strategy, and SEO spend, however, they may struggle to indicate how quality can impact audience engagement. It can be argued, therefore, that consistent, high-quality, and engaging content impacts audience decision-making more than any other technique, because it takes into consideration audience interaction. It requires a holistic view of quality performance metrics to determine whether content marketing is providing good ROI. One particularly beneficial method used to assess quality is content scoring.

Content scoring is used to accurately assess and quantify the potential of content by monitoring how individual content pieces perform in the generation and conversion of leads. Content scoring, therefore, assists marketers to determine which type of content is more likely to generate and convert leads, which ultimately indicates which piece should be used. Content scoring is a reliable way to determine “engagement potential” before a piece is published, which saves time, effort, and money.

Why Content Scoring Is Crucial to Content Development

According to MarketingMag, content marketing is projected to be a $300 billion industry by 2019. Furthermore, content marketing accounts, on average, for 29% of B2B marketing budgets. As businesses continue to increase their content marketing budget, it is important to start incorporating content scoring metrics into your marketing campaign. Here are a few reasons as to how content scoring can help:

Increased audience retention.

High quality content can be a business asset. With the ability to create a positive experience for potential customers, it can aid in convincing them to return for further engagement, and potentially increase sales. It can be used to capture audience attention, and further drive brand recognition and trust. By using content scoring to measure content against your target audience, the content has a higher chance of capturing potential customers. Ultimately, content scoring helps to develop more engaging content to build a new audience, and retain the current one.

Improve content quality.

By improving the quality of your content, you can boost the success of your content marketing campaigns. The quality of your content is relative to your audience’s needs, so by understanding what your audience needs, you can offer more personalised content, which will better appeal to your intended market. Content improvement can be a gradual process, which requires consistent reevaluation with changes in audience response. This will help to improve on elements that matter most to your audience, thus making the engagement process more targeted to individuals. Content scoring can help to give a better understanding of your audience, how your content influences them, and how specific language use promotes action.

Better social media traction.

Content scoring can help businesses to address any potential shortfalls in their social media traction. Having followers does not automatically result in content that trends. Creating higher quality content that appeals to audiences can assist in getting it to trend, thus broadening its reach. In order to do this, you need to understand what your audience wants to see, and how they will engage with the content you intend to release. Social media traction is imperative to business success, as it widens your potential market and increases brand recognition.

How to Score Your Content

Content scoring helps to keep the marketing process objective, ensuring that content creators do not become despondent or uninspired. It gives these creators a formula to follow in order to create more engaging content.

To assist in scoring your content, we recommend using HubSpot tools. Here is how:

  • Establish scoring criteria – establish a base for your engagement metric that incorporates the greatest content impact. For example, pageviews or reshares.

  • Create a HubSpot campaign – After establishing the important metric, create a HubSpot campaign and include the successful content that meets your metric requirements. For example, if you decide that 1,000 pageviews is high performing, include all the content assets that meet this criteria.

  • Monitor content performance – Keep track of how well each new piece of content performs. As it meets your established criteria, include it to your marketing campaign. Continue to add content in order to build a sample of what high-performing content looks like.

  • Establish what works – Once your high-performing content is established, you can use it to better evaluate what makes your content perform. Patterns can be established within the content, which can then be replicated.

  • Follow the Recipe – Use the scoring process to establish a recipe for content success. If it needs to be changed later on, you can use content scoring to establish what is and isn’t working.

While these steps are rudimentary, they can assist in better understanding how content scoring can benefit your business. Automated tools, such as Atomic AI can help to make scoring more effective and efficient, by scoring content in more granular patterns.

Content Scoring is the Way to Go

Content scoring is an effective tool for businesses to use in order to keep their content consistent. Consistent content drives brand success, and increases customer reliance and conversion. By better understanding customer needs and expectations, your business will be able to better provide for their specific wants, thus cornering the market.

By using the tried-and-true recipe established by your content scoring, you have the potential to keep your brand moving forward, and remaining relevant in an ever changing market.

Using Repurposed Content Multiply Your Reach

It’s a fact of our modern lives that there isn’t enough time to do the things that we want to do. If you’re a business owner, the temptation is to work more in your business as opposed to on your business. This is because doing the work yourself is more ‘comfortable’ than teaching other people how to do it, and trusting them to do it well. You know how to do the work and are practiced in it. Being the boss is a new kettle of fish and it’s going to take time for you to learn how to manage your workflows and marketing correctly while, at the same time, getting the work done.

You Can’t Neglect Your Marketing

One thing that is fatal to the success of any business is thinking that you can neglect your marketing. This is because if people see that your business is no longer saying anything, they’ll assume that the company has gone under.  Lauran Donovan had this to say about the importance of social media: “Facebook Advertising offers an array of features to target precise groups of people—including your competitors’ customers. It’s possible to target ads toward people who search for specific keywords or who visit specific websites (such as your competitors’ sites). Your competition may be trying to poach your audience through targeted messaging.

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If you’re the owner of a business that is just getting going, chances are excellent that you are wearing multiple hats – such as employee, finance, HR and CEO. The thought of adding another one – CMO – may make you feel like you’re going to spiral out of control.

Before you decide that you’re going to pack up because you can’t cope any longer, there are two things that you need to know:

1. Effectively marketing your business doesn’t mean that you need to be pushing out three articles a day and twice as many social media posts on your chosen platforms. If you’re a one-man-(or woman)-show, it’s impossible to generate this amount of new content daily.

This means that you need to be strategic about the content that you generate and you also need to be truthful – to yourself – about the time that you have to dedicate to marketing. For example, if you can only realistically spend one hour a week on getting your company’s messaging out there, make the most of this hour that you can.

One type of handy tool that can assist you with maintaining your social media presence is social media automation tools like  Hootsuite and Buffer. If we were to take the example in the previous paragraph of only being able to spend an hour per week on marketing, use that hour to set up posts for the next week – using Hootsuite – that will go off when you schedule them. In this way, you’re maximising your time and getting the best possible marketing ROI.

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2. Google penalises you if it sees that you have poor quality content on your website. By ‘poor quality’ we’re referring to content that is full of grammatical errors and typos and is copied – word for word – from another website.

This means that the content that you generate for your website and other online platforms need to be original, well-thought-out and meticulously checked. This type of content takes time to create – time that you, as an entrepreneur, probably don’t have.

The solution to this may not necessarily be that you have to forgo sleep to be able to write these articles. The answer to having fresh content on your site – while still maintaining quality – is content repurposing.

What is content repurposing?

Hubspot offers the following, very useful, example to illustrate what content repurposing is:

 “When you repurpose a piece of content … you’re doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content. Examples of changing the format include turning a series of blog posts into an ebook, or taking important content from a webinar and placing it in an easy-to-consume infographic. Examples of changing the content for the audience might include starting with an ebook originally intended for, say, SMBs, and restructuring/rewording it to apply to a new business type.”

Repurposing a piece of content is not just about publishing a piece of content on a different platform or adding more content into that particular piece. It’s about taking that piece of content and transforming it for a different audience and/or into a different format.

For example, if you have a blog post that is doing exceptionally well, you could:

  • Create a PowerPoint presentation from it and upload this onto Slideshare. Celebrated digital marketer, Neil Patel, says that over 80% of Slideshare’s 70 million visitors who come to the site monthly are directed from targeted search. This means that using this platform offers an excellent opportunity to raise brand awareness.
  • From this same blog post, you could extract information to make an infographic and submit this to Instagram and Pinterest.
  • You could also write a video script from the blog post, turn it into a video and put it onto YouTube. This social media platform is well-known as the second-largest ‘search engine’ next to Google – so having a presence here is vital for your business to be found online.
  • You could rip the audio from your video and create a podcast which you could also submit to YouTube. Instead of uploading a video, you’ll choose a background image for your audio and upload it.

There are a lot more ways in which you can repurpose the content on your site. This takes the pressure off you and ensures that your marketing remains up to date while not eating into your time unnecessarily.

Is Content Repurposing a Good Idea?

The question of whether or not to repurpose content has surfaced, and resurfaced (pun intended), a number of times in the digital sphere. The biggest concern lies in the fear that little to no initiative or originality  goes into repurposing old content. According to Chris Brogan, marketing genius and author, the act of content repurposing is a sign of laziness.

A quick history leading up to content repurposing

At first glance, it doesn’t inspire much dialogue. In unpacking the grandiose act of repurposing old content, it is best to establish the proper meaning of the term.

Let’s go back in time. To be more precise, let’s go to 28 September, 1928.

It’s a cold Friday morning in London. Alexander Fleming, scientist extraordinaire, is busy cleaning out petri dishes he had been using to test the effects of bacteria on. However, in cleaning his work station, he finds a spot of mold growth, around which there is no evidence of bacteria.

This was the birth of penicillin. Eventually it would become a range of antibacterial drugs, and a metaphorical pot of gold for pharmaceutical companies the world over.

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Fast forward to 1954 and we find the interesting story of Teflon. Back in 1938, Roy Plunkett made an accidental discovery when he cut open a canister of tetrafluoroethylene, only to find that the gas had reacted with the iron in the canister’s shell and created polymerized polytetrafluoroethylene. While DuPont laboratories knew this waxy, water-repellent, non-stick substance had to be useful, it wasn’t until the wife of French engineer, Marc Grégoire, asked her husband to coat her cookware with this amazing PTFE that it’s true use had been discovered.

While the Kellogg-brothers observed that wheat off-cuts and leftovers would lead to corn flakes, naval engineer Richard T. James, found that the springs used to stabilize sensitive maritime equipment made a fun toy, which was eventually called the Slinky.

For those who dislike history, you can read on from here.

What exactly is content repurposing?

The accidental discoveries mentioned above, are prime examples of the most basic repurposing of material. They may not have been intentional, but each discovery was still finding a new purpose for something which previously had an entirely different purpose, or had been rendered purposeless. So, in bringing it back to the technological age, where well-written evergreen content suddenly has value, you have to be able to spot an opportunity.

I completely agree that punting old, unaltered content, does not show much inventiveness, or even resourcefulness. While Ted Rubin, a leading social marketing strategist, believes that “if your content is good, you should be able to ride it until the wheels come off,” I am sure he didn’t mean basic repeating of content.

In the manufacturing world, repurposing means that an item had undergone some change, or had at least been removed from a completed product and become a product on its own. By this measure it would be safe to say that taking old content and effectively turning it into new content, is content repurposing. Seeing an opportunity to rework content, is definitely not an indication of laziness. It is brazen initiative. More often than not, it is also memorable.

One might even go as far as viewing the resizing of current content as repurposing. This would mean turning a longer piece into smaller bits and sending it out on platforms where content consumption is faster and more demanding.

In the same vein, even adding a backlink and redirecting traffic to old content that is still relevant could also be seen as repurposing old content. But don’t ever copy, paste and repost. That is just lazy. And you WILL be found out.

An example in newsjacking

I have found the best examples of repurposing coming up during successful newsjacking efforts. For those who don’t know, newsjacking is the art and science of injecting your ideas into a breaking news story to elegantly promote your content or your ideas. This can obviously backfire if done too hastily or too blatantly.

Here is a hypothetical scenario to illustrate what would be good repurposing of content:

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Looking at the picture, let’s assume the burger on display was prepared and photographed long before the thought of Trump running for President had even entered into anyone’s mind. It wasn’t, but play along for the sake of making a point.

Let’s further assume that this content was initially intended for a campaign to promote Gourmet Burger Kitchen’s biggest burger ever or its first rump burger. And then Trump happened. Someone in the marketing department sees the play between rump and Trump, and they jump on it.

If this had been the case (and I’m sure it was not the case), would it have been any less effective or any less brilliant? Most certainly not! While still marketing the same company in a similar manner, the content has been completely repurposed. It worked because it was current, tongue-in-cheek and catchy.

Conclusion

In 1996 Bill Gates had the insight to say, “Content is king.” That statement has proved to be true many times over. Content turns into lead generation, which, if used accurately, turns into sales. Reworked old content can be used (or reused) to lead a potential customer down the sales funnel.

So, if content really is king, does it not make sense to put as much effort into repurposing content as you did in creating it the first time around? In this manner, content repurposing is definitely a good idea.

In a content-driven age where speed to market is of paramount importance, there is a huge advantage in out-of-the-box thinking. The one who spots an opportunity in repurposing old content successfully will be worth his or her weight in gold.

Developing a Content Marketing Strategy

Any business looking to increase sales needs to implement a proper content marketing strategy. But hold on, what does this mean? Aren’t content marketing strategies the same thing as content strategies, or content plans? In short, no. There are subtle differences between the three, and your understanding of them can greatly impact how you use them. So we’ll explore these differences to showcase the benefits of having a proper content marketing strategy, and give some advice on the best ways in which to develop said strategy.

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Content Marketing Strategy Looking at the fundamentals, a content marketing strategy is the “why”, the “who”, and the “how” behind your actions. You use it to consider why you are creating content, who you are helping by providing said content, and how you will be able to help them, as opposed to your competitors. Content marketing is mainly used to grow an audience, potentially resulting in increased revenue, lower costs, and better customers.

Content Strategy

So your content strategy is a different beast entirely. It has more to do with how you create and publish content, rather than how you market it. You can use your content strategy to plan and develop useful and usable content, so as to avoid publishing irrelevant information. Content strategies tend to go further than content marketing strategies, as they have more to do with business management and operation than with marketing and sales.

Content Plan

Unlike the previous two, a content plan is about pure tactics. It sets out the exact ways in which you will go about executing your strategy, and dictates who on your team will be handling specific tasks. Your content marketing strategy must always come before you start to develop your content plan, otherwise, you will be running before you learn to walk. Your plan should always include key topic areas you wish to cover, specific content you wish to create, and when and how you will share said content. Always make room for calls to action, as they are vital for successful marketing.

Is a Content Marketing Strategy Really Important?

Well, yes, it is. Annual research has shown that a documented content marketing strategy provides a greater chance of successful content marketing. Effective strategies significantly lower the challenges faced within every area of content marketing, and increase effectiveness when dealing with social media and content marketing tactics. Furthermore, a well thought out strategy gives more weight to the importance of content marketing, thus increasing the need for a higher marketing budget.

What to Include in a Content Marketing Strategy

Your content marketing strategy is the skeleton of your business and customer needs. It outlines a detailed plan on how you will use content in order to address the needs established in your strategy. Your strategy is always unique to your business, but here are some fundamentals to consider, as they may help you along the way:

  1. Your business case – With a focus on innovation, you need to communicate the reasons behind creating content, the various risks that may arise, and your outlook for success. If you plan correctly, you are more likely to have executive support, and leeway on mistakes, while you develop the right strategy for your business.
  2. Your business plan – Your content marketing business plan should cover the goals you will set for the content program itself. You should highlight the unique value your content is offering, and explain in detail your company’s business model. Make sure to set out any potential obstacles you may face, and expected opportunities that may arise from the execution of your plan.
  3. Your audience personas and content maps – Use this opportunity to describe your target audience in detail, listing their needs and what the cycle of content engagement may look like. Include a detailed plan for the type of content you will use throughout the conversion journey, so as to better prepare for meeting your goals.
  4. Your brand story – Your story is the written evidence of how you will characterise your content marketing , specifically looking at the ideas and messages you will communicate to your audience, and how these messages are different to those of your competitors. You should explain how you see the market landscape changing once you share your brand story with your target audience.
  5. Your channel plan – Building your brand through various platforms is essential. Your plan should include how you intend to market yourself and your story on these platforms, by providing your criteria, processes, and objectives for each one. You should further plan to connect the various platforms in order to create a cohesive online identity, to increase brand awareness and reliability, which ultimately promotes customer conversion.
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Should Other Teams or Departments Read My Content Marketing Strategy?

A business that operates with a transparency policy is more likely to run smoother and more effectively. We recommend that everyone in the business has access to your content marketing strategy, even if they are not involved in the content marketing process. This ensures that no wires get crossed along the way. This is particularly beneficial for larger companies, so as to avoid miscommunication, to limit duplicated efforts, and to keep teams focused on the same goals. However, new businesses can also benefit from transparency, as their content teams will have more definitive guidelines to work with, especially if any of the content creation or distribution is outsourced. The way in which you communicate your content marketing strategy will depend entirely on how things are done in your business. Some organisations will share the full document, while others will develop targeted summaries in line with the specific departments. It is important to consider internal policy, and how the content will affect the person reading it.   When Should the Content Marketing Strategy be Updated? While most business planning requires consistency, which is needed in some parts of the strategy, some areas will need to adapt to changes in the market. The areas that should stay consistent include your mission and business goals. These areas so important, that they should be at the forefront of every content decision you make. Why not include them as part of your task acceptance criteria? 

On the other hand, you will do well to review and update various aspects of your strategy as time goes on. You need to remember that marketing is never stagnant, and you need to change those areas of your strategy that are no longer relevant. In order to remain on target, consider revising your channel strategy, core topics, and team processes on an annual basis, or as needed – especially if your business is growing.

Developing the Right Content Marketing Strategy for You

In developing your content marketing strategy, it is important to understand why, how, and who will be benefiting from the end result. A thorough plan should include all the relevant details that may affect content considerations, and how the target audience may receive and engage with your brand. A transparent ‘honesty policy’ will help your business to better understand your content marketing strategy, and to work in accordance with the content marketing goals. So when you are getting ready to tackle your content marketing strategy, or to review and change it, why not see what we can do to help?

Types of Content Marketing Every Business Needs

Consumer trends indicate that no matter the trade you are in, you can’t escape the demand for digital content. Studies show that people spend about 8 hours a day engaging with digital content. Not only is the rate of daily content consumption somewhat alarming, it is constantly increasing.

Mobile devices give consumers access to whatever they desire – they shop online, share posts, view hours of footage and read their favourite blog posts regularly. They share their favourite moments with contacts in different continents and can find info about an incident mere minutes after it had occurred.

Highest-Performing Types of Content Marketing

A business that aims to survive the technological age must have a solid content marketing strategy in place. Depending on what your goal is, you should include at least two or three of the types of content into that strategy.

Blogging

Until 2009, blog posts were usually seen as a social networking service that featured posts about the individual or about an individual topic. It didn’t take long for the blogosphere to branch out into the business sphere. After 2010, blogs became multi-authored platforms showcasing services and products.

Today, having an active blog is as important as having a website. In fact, it’s pointless having the one without the other. Not only are you afforded the opportunity to explain your services or product benefits in each post, you can also add outgoing hyperlinks to established websites, backlinks to older content on your own site, and apply a unique keyword density for each post. In turn, this should give your site credibility and improve your SEO ranking.

Research the keywords you wish to write about. Write a post that is short enough not to bore the reader, but informative enough to engage them. About 2000 words is the sweet spot. If they do not get anything substantial from visiting your blog, they will not return.

Case Studies

Case Studies are like a credit-worthy infographic. Though most case studies have a dull appearance, they are effective because of the content therein. Fully referenced facts about relative topics make case studies a very useful marketing tool in a specific field. To a large degree this is applicable to infographics, as well. A memorable and dynamic infographic will always be riddled with numbers or statistics that convey a very specific message. Though case studies will offer a more fact-based and data-driven format.

With the ever-expanding digital landscape, narrowing down a target audience is one of the most difficult things to do. In writing a detailed case study, you have set your sights on an isolated field of practice. Not only have you compiled statistics and facts into a workable document or post, but you have addressed concerns and offered examples of solutions. Your readers will be industry professionals, students or experts with experience.

Video


The human brain has been designed to better engage with what the eye can see. Studies show that visual content is processed 60, 000 times faster than text and has a far higher recall rate. This means that the viewer will remember what they saw more clearly and for longer periods, as opposed to what they had heard or read.

Since YouTube is owned by Google, there is an automatic indexing that takes place when you load a YouTube video onto your landing page. This means that it is easier for Google to find you on the internet and it will position you out higher on search engine searches. This gives your website an added authority or credibility.

Video also boosts conversion rates, has better customer engagement and offers you access to 1.9 billion active users worldwide. While there are endless statistics gathered from research and studies that prove the power of video, businesses are still skittish to explore this platform.

Social Media Posts

Most businesses have cottoned on to the whole social media thing. They create pages or set up handles and post every other day. While this gets some likes or follows, and gains some engagement, it can drag out too long. The concept of traffic and reach can be misinterpreted and can lead them into a different direction, leaving this vital marketing channel unexplored. Since entrepreneurs or small businesses don’t completely understand it, they quickly lose interest and eventually abandon it altogether.

As a consequence, they either go into idle mode on social media or just disappear after a while. Business owners and CEO’s seldom know how to boost Facebook posts effectively, or how to select the correct target audience. They think Pinterest, Twitter, Instagram and Twitter have to be treated the same way. Most importantly, they struggle to interpret the analytics, insights or marketing stats for their posts.


If you are a business owner or entrepreneur and you don’t understand the difference between reach, impressions and engagement, then you need to get someone on board who knows the social media game better than yourself. In no way does this detract from your abilities.

Deciding Which Type of Content Marketing to Invest In

While these are the five highest-performing types of content marketing, you can also look at infographics, GIFs or memes, eBooks, checklists and interviews. Including these into your content marketing strategy would be fantastic, but it’s not always that easy. The sad truth is that most SMEs or startups simply don’t have the infrastructure or workforce to tend to all their platforms on a regular basis. In fact, they probably don’t even have available capital to outsource the activity on those types of content marketing.

It is impossible to say which of the platforms mentioned here will deliver the highest ROI. Since they are all powerful in their own way, it is best to look at the five examples above and to select those you are prepared to spend time and money on. Run with it before you discredit it. If possible, just to get yourself on the roll, obtain help or advice from an online content marketing specialist.