Three Simple (But Tough) Questions that Can Improve Your Content Marketing

Simple (But Tough) Questions to Improve Your Content Marketing

The hardest part is letting go.


by Peter Coish

Latest from the Blog

Overview of Quebec’s Bill 25

The implementation of Law 25 is staged, spanning from September 22, 2022, to September 22, 2024. Throughout this transitional phase, both private enterprises and public institutions engaged in Quebec’s market are mandated to adapt to new obligations and rights concerning the safeguarding of personal data.

Impact on Marketing and Advertising

Working With Influencers 101

Lesson one: no one pays in exposure.   The influencer industry is worth $21 billion dollars. That’s a lot of content generated, users engaged, and money exchanged. And yet, the space can appear daunting or dubious. But that shouldn’t stop you from working with influencers. Depending on what vertical you are in, adding influencer generated […]

The Everything App Will Amount to Nothing

Elon’s cringey press release about X as the “everything app” is a case of a billionaire smelling his own farts for too long.

The Google Ads Algorithm and the (Dreaded) Learning Period

Google Ads’ advanced algorithms learn from vast datasets to predict outcomes. Tweaking campaigns may reset this process and trigger a learning period.

How Can AI Improve Your SEO?

This article is only 35% written by ChatGPT!

Before you sign off on that production estimate for the latest instalment in your content marketing strategy, here are three questions to help ensure it’s seen widely.

Is it really just a long ad?

One of the most challenging aspects of content marketing is letting go of the urge to “always be closing”. Thing is, most marketers have been taught to do precisely that from their very first day on the job. As a result, too much content ends up being just long-form ads. Not only is the result unengaging, it can also be insulting to the audience if they feel they are being duped into watching a tarted-up ad. An excruciatingly long, tarted-up ad.

That said, there are a few brands fortunate enough to be in a position to skip this question. Take this piece for Barrett-Jackson and Chrysler: Yup, it can be argued it’s just a really long ad. But for classic and muscle car fanatics, this is one of the best things they’ve seen all day. And they will watch it. 400,000 times.

Does it provide value?

Great content should leave the consumer feeling like they have gotten some value from the time they’ve invested in it. “Value” can have many forms when it comes to content: it can amuse, amaze, inspire, unite, educate, incite or even just inform. But whatever it does, the consumer needs to feel rewarded. If not, then why would they bother to open your next piece of content?

Would I share it?

Be honest with yourself when you answer this important (yet rarely asked) question.

Put yourself in the shoes of your target audience: It’s 10:30 on a Sunday evening, you’re sitting in front of the TV, half-heartedly swiping your way through your Facebook News Feed. Or you’re sitting at your desk on a Tuesday morning, looking for information to support that business case you’re making to the corner office. Imagine coming across your video (or article, or photo). Ask yourself, is this something you’d watch or read? And most importantly, is it something you’d share?

Taking the time to honestly answer these three questions could mean a good portion of the content development proposals you consider end up in the bin. But in the long run, the quality of your content will be improved, and that means far more people will see it.

And that’s what great content marketing is all about.