The are plenty of reasons standing behind content marketing, but in order to be successful at it, you need to make sure that the content produced and shared by your brand is of a high quality. Learn why quality is so important and how to make sure you’re creating content of a high standard.
As you already know, content, as a part of your content marketing strategy, can help you achieve goals that you’ve set, e.g. raising your brand’s awareness. generating more leads or increasing audience engagement.
High quality of content will definitely maximise its impact and achieve whatever your goals are.
Remember, that high quality doesn’t always stand for the highest quality possible.
What do we mean by that? Quality has to be optimised for your needs and social media channels you’re using. For example, you don't need to create a 4K short videos that you’re planning to use on Twitter or Facebook.
Why quality matters so much?
Firstly, bad quality content can damaged your good reputation.
Imagine, that you’re selling a product that you market as a ‘high-quality,’ but at the same time you are not sharing a quality content on your social media. Your posting a low-quality picture of a high-quality product. Something is not quite right here, would you agree?
A potential customer may think, that since you don’t pay enough attention to your content, you might not care about the quality of your products, too!
On the other hand, good quality content can attract new audience and retain the existing one. Remember, that first impression matters on social media.
Now let’s see what is a high-quality of different types of content that you can create and distribute for your audience.
1. High quality photos/videos
Even though technical point of view is very important when it comes to the visual content like photos and videos, this is not the indicator of the high quality.
Resolution or video format will not guarantee the great quality if you haven’t paid attention to other aspects like:
lighting - picture/video can not be too dark, not too bright, nothing should stand out besides the main subject
framing - make sure there’s nothing distracting in the frame, that may affect spreading the message across
perspective - don’t go crazy just because you can mount the GoPro on the celling! The perspective should get along with what you want to say through the content. E.g. If you want to show that UK cliffs are worth exploring for climbers, you might use aerial footage or POV shots perspective
focus - the subject should be generally the sharpest thing in the image)- focus;
editing - if you don’t know what you are doing go for simpler solutions, shorter in general is better - subtitles; worth adding if you will be using videos for social media editing
sound - you need to achieve the right volume of sound and spoken word, make sure you can hear clearly what is being said without having to think about it, no unwanted sounds should be hearable
2. High quality sound
You might need sound not only for your videos, but for podcasts, webinars, audiobooks etc. Make sure - while recording - that your audience will hear your message clear and undisturbed.
In general, if sound doesn’t stand out, or doesn’t make you think about it - it is done right.
However, if there is something distracting like a room tone, echo, traffic sounds, which are not helping to spread your message across - that means the sounds is not of a good quality.
How to record good quality audio?
microphone - use the right microphone for the purpose, shotgun will be the best for recording sound for videos, dynamic for audio only like podcasts
proximity; get as close as you can, don’t peak’ distort the audio (red bar showing)
environment - avoid recording in echoey rooms, choose the natural surrounding, avoid recording in a busy environment, unless background noises play a role in your content
Remember, that you can create good quality of sound with your phone, just follow the common sense and the rules we've mentioned above.
3. High quality graphics
It's safe to say that you can't avoid graphics in your content marketing strategy. A photo with caption or some text is also a graphic.
Now let's make sure you are creating high quality graphics for your brand:
It's always better to set up a bigger size of your graphic rather than export smaller size which will be stretched. The best practise is to create and export graphic of the exact size -accordingly to the guidelines of the platform you will be uploading your graphic to.
Here' s a cheat sheet with all the graphic resolutions for various social media platforms
Cutting long infographics - Infographics can be a great source of knowledge for your audience, but bear in mind that social media platforms don't like long infographics hence the preview will cut the piece of your content. If the infographic is really long, some of the text might not be easy to ready. It's wise to split your graphic and create separate boards, so everyone can read it with ease.
Style - Take care about the colour palette you will use, graphic layout. Great if the colours correspond with your brand colour palette, the layout is clear and neat. While aligning your text remember that people read from left to right.
Coherence - its good to create your unique style, so each content looks similar. While creating various graphics, try using same colours, font, shapes, icons ( as above). When your graphics look similar, there's a higher chance that your audience will recognise your content even without looking at your logo/profile which shared it.
4. High quality of written content
Last but not least - high quality of written content. It's very important to take care about the written word. Here are some rules to follow not only while creating blog posts, articles, eBooks, but also any social media notes and updates.
No typos & grammar errors - if you are not good at proofreading, try apps and tools that will check and correct your writing e.g. Grammarly.
Cosmetics - avoid double spaces, unnecessary space after comas or exclamation marks
Format - make sure that your text is well formatted (clean layout, one font used). Bold or underline important fragments, if you are adding pictures to your text choose how it align with the text
Identify the audience - think, who your reader is. Then adjust the language used in your text to him.
Passive voice - it is advised to avoid passive voice in copywriting. Active voice is much for engaging for your reader. These days, when people avoid reading long pieces of text in general, passive voice may sound to overwhelming.
Do the research - prepare yourself before writing. If it's an expert article, specialist blog post, spend some time on research in order to provide the reliable piece of content that your audience can rely on.
5. High quality content in content marketing
It's not over. We hope now you know a bit more about creating high quality content. But don't go just yet - we want to tell you about very important thing -
What is a good quality content in the context of content marketing?
It's a content which complies with a set of certain standards, both technically and marketing wise.
Even the highest quality content (speaking technically) will be useless if doesn't comply with an overall content marketing strategy.
Content that you create and share need to be adjusted to your audience's needs - after all, you are not creating content for yourself but for your consumers!
Pay attention to the content consistency across your social media platforms, try achieving the 'brand look' so each piece of your content can be easily recognised as yours.
Don't be discouraged by your personal taste - even if you don't like something doesn’t mean that it is bad quality, it's important that is liked by your audience
Lack of the concept, idea behind your content will impact its quality, too. Example: look at some video commercials. Some are of high quality ( technically speaking), but don't bring any value to the consumer. That means they're not good quality.