Randy Kirk, a Google marketing professional, just wrote this article on how Google has decided to finally become more intentional in not allowing spam to dominate the search results. Many professionals just like you and me, have often become so frustrated after spending hours on the computer writing marketing specific content, in order to drive potential clients to our sites, only to find that our information (no matter how closely we have stuck to the "Google marketing rules") is frequently passed up. It has been even more discouraging to find that other less professional and valuable information has topped the search engine results.He goes in depth to describe the specific changes that Google is now implementing to acknowledge and elevate quality marketing content.
- No More Content Spam
- Unique, Well Written, Relevant, Content Is and Was Always Right
- Great Marketing Content Is Worth the Money
- Characteristics of Good to Great Content for Marketing Online
This is a great read, and I think you will find most helpful the last section, which describes specific characteristics related to creating great content.
Would like to hear your thoughts on what you found most relevant to your current business situation, as it relates to content marketing.
Most Marketing writers have a tendency to state, or restate the obvious and present it as an insight of some value. I know that water is wet and fire is hot. I appreciate it when someone explains (in marketing terms) that you need to throw the water on the fire to make it go out. In other words, show me a relevant and interesting connection between two seemingly dissimilar trends or ideas and the outcome that might result as a result of the connection.
ReplyDeleteI hear what you are saying, but each business must also lay out the basics, too. Every day new employees get the responsibility of buying promotional products. They have no idea that the use of a printed pen might get a higher ROI than a banner ad or a mailer. They may not even know what ROI stands for.
ReplyDeleteSo, to some extent every writer has to sometimes think and write for the neophyte, and other days write for the journeyman. You are 100% correct in stating that many content writers are just hacks that don't add anything of value to the conversation.