With the sheer amount of content being published on the internet every day, it’s becoming even more crucial for marketers to create high-quality and relevant content; the kind that focuses on your target audience and provides them with actual value. To accomplish this, brands need to utilize the content review process. This doesn’t mean simply proofreading and editing the content. A content reviewer is someone who is an expert on the subject matter and who ensures that the content is pertinent and of high value to your audience.
Read on to find out the 4 ways a content reviewer can help improve your content quality.
Is Content Marketing Worth It?
The statistics speak for themselves.
- 67% of the B2B buyer’s process is accomplished digitally.
- 9 out of 10 buyers claim that online content affects their decision whether or not to purchase.
- Content marketing costs 62% less than conventional marketing and produces 3 times as many leads.
- 57% of buyers make their decision based on content alone without speaking to a salesperson.
- 80% of buyers prefer to get their information from articles rather than advertisements.
Of course, this means that there is already a lot of content out there. So, in order for your content to really stand out, you should ensure that it:
- Speaks to the needs of your target audience
- Tells a story they can connect with in a meaningful way
- Makes a good case and is well-supported with relevant facts
- Adds value to the buyer by answering questions or providing insight
A Good Content Reviewer Will:
Ensure the quality of the content –
According to Acrolinx, 70% of company content published today doesn’t actually provide clarity and is difficult for buyers to understand. Long, winding sentences and too many technical terms confuse and bore potential customers, while 59% of consumers won’t buy from a company whose content is peppered with incorrect grammar and spelling. On the other hand, 57% of consumers have said that compelling content that tells a story is what drove them to engage with a brand.
Verify the Credibility of the Argument –
The information you’re publishing should be current. Don’t post links to old blogs where you aren’t sure the content is still relevant to buyers. When it comes to your target audience, find out what works for them. Industry influencers, peer reviews and user-generated feedback influence up to 87% of consumers these days and 60% of consumers give credence to content produced by third-party publications or analysts.
Make Sure the Content is Concise –
As most consumers won’t want to read very lengthy articles, the content should be clear and compelling. Statistics show that 80% of consumers will read the article title but only 20% will read the actual content. Keep it short and keep it clear.
Ensure the Content is Meaningful to Your Audience –
The content should convey helpful information to your target audience and at the right stage in their journey in order to really add value to them. People aren’t interested in what you’re selling. They are interested in what they need to solve a problem or to fill a need. Content marketers generally target content:
- 63% by persona
- 38% by vertical
- 30% by geography and
- 30% by account
In closing, having a strong content review process in place will help you target your audience better. By understanding what they need and giving it to them, you will stand out far above your competition.