/ Quality Content

Winning an Unfair Game with Content Marketing Moneyball

You Have an Incorrect Definition of “Quality Content”
Many people don’t know what quality content truly is comprised of.

Let’s say you have a pair of marketing groups. The initial group claims to have created content of high quality, yet is surprised to learn that they don’t rank high on search engines. They are just as shocked to learn that their content isn’t being shared on social media.

It’s hard to accept sometimes, but we tend to believe that our ideas are superior to everyone else’s. The truth is not that biased. Your target market is who will define how great your content is. Not creators, search engines, or social networks.
The other marketing group has numerous attributes that they think defines what quality content should be…but they, too, would be misled.
In the film, “Moneyball,” Billy Beane, the General Manger of the Oakland A’s, is listening to his scouts pitch potential free agents that could join the team’s roster.

These players have their size, athleticism, and speed assessed by scouts. Their appearances are also judged, as are their personal lives. One scout makes the claim that a player lacks self-confidence based on how unattractive his girlfriend is.
Of course, Beane is only interested in one thing: whether a player can hit.
He is told how beautiful a player’s swing is, and about how much pop he makes when his lumber connects with the ball. Beane asks why a player being discussed can’t hit well in spite of all the scout’s praises.
Beane pointed out that they were judging players based on aesthetics as if they were focused more on the marketing of the club instead of the statistics of each player.

Content marketers often fall into the trap that the scouts in Moneyball did. They see aesthetic and technical attributes as things that make up good content. The format and structure of content supersedes the substance of it, in their eyes.
Quality content should be:

  • Shareable.
  • Findable.
  • Legible.
  • Useful.
  • Quotable.
  • Memorable.
  • Reportable.
  • Actionable.

These are all important factors. However, even if you have all eight of these attributes, you still might not be able to produce quality content.
Companies, individuals, and brands create a tremendous amount of content daily, most of which doesn’t prove to be successful.

That begs the question, “If the content has all the right parts, why isn’t it working as it should?”
How important are nice pictures, long word counts, perfect grammar, and impeccable spelling if the content doesn’t get read, shared, ranked, or convert? Not very.

An objective is accomplished through quality content (e.g., it stimulates higher rankings on search engines, conversions, or engagement).

What your content provides you with is more important than how much money or time you spend producing it.
If you were the owner of a baseball team, your lineup would require a hitter. Should you sign one based on how cute or tall he is, or if he’s media-friendly? Should his followers on Snapchat influence your decision?
Obviously not. You want someone who can hit the ball, deliver runs, and lead the team to victory!
Performance should not be taken for granted. You must take into consideration things like home runs, statistics, on-base percentage, and things of that nature.

Just like successful baseball players, quality content comes in many different forms.
Change the Way You Think About Quality Content
Content marketing is more than just numbers. It’s not just about writing experience or gut feelings.
The fact of the matter is that there is no way to tell how one piece of content will fair once it’s released into cyberspace.

Even if you had 100 successful articles written on the same subject, there’s no way to say without question how any new piece will do once published.
Any writer will tell you about how unfair it is to have an article they’ve slaved over rank poorly, while one they wrote on the fly does better than the rest.
There’s no way to predict success.

Several experts believe that more time should be put into content less frequently, but this is a misnomer.
Content all comes down to numbers. To find quality, you need the quantity. Your next quality concept will be derived from an abundance of content released. You need to test out what sticks what doesn’t, then focus the content that is producing results.
It’s not often that quality content comes along. Not all forms of content obtain strong engagement on social media, nor do they all stimulate an influx of conversions.

When you do find such content though, you need to zero on in its effect.
Additionally, you can:
Write relevant articles on other websites as a guest columnist.

Convert an article into a slideshow or video for social media consumption.
Run ads on social networks to promote content people are sharing.

Generate leads by running webinars on the same subject.
Don’t waste your time promoting non-performing content. Instead, concentrate on promoting content that delivers. Keep producing content so that you have multiple pieces that rank well and get shared.
There’s no set logic to content marketing. To turn things in your favor, you need to begin playing content marketing Moneyball.

My name is Mike, I'm the co-founder and CEO @ Trapica.com - AI algorithms that optimize Targeting and automate marketing ad campaigns on social networks.

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