8 Reasons To Publish Quality Content

June 13 2013

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“Publish or perish” is a term started in academia that describes the pressure to regularly publish academic work to sustain or further one’s career. The whole “perish” thing may or may not be an exaggeration. I wouldn’t know. I published my Master’s thesis…and then I perished from academia. But I digress…

“Publish or perish” more so fits the media and marketing worlds of today. Publishing high-quality content is the imperative if you want your business to stay ahead.

But there’s one caveat: More content is not always better. The key is to publish quality content.

Here’s why:

1. It naturally markets your business.

Creating high-quality content on a blog (or hiring someone to do so), is the key to growing in today’s digital world. When you talk about your industry in an authoritative way (and when you have a content marketing strategy in place), you naturally attract customers. Plus, as much as you may love curating your way to quality content, you’ll eventually need content of your own to stay ahead.

2. It encourages link building.

And link building ends up making it easier for your business to be found in search:

Creating content on a consistent basis not only builds links internally (by linking out from your posts), but it also gives you the ability to build links naturally, because content is your greatest asset when attracting links…You absolutely need a blog in today’s online environment to survive.

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3. It’s the holistic approach.

And holistic marketing matters because it’s meaningful. It doesn’t pit content marketing against SEO…because it’s not one or the other that gets results. It’s the combination of both.

4. Content generates inbound leads.

Content-based marketing done right generates leads. This is much better for the bottom line than merely “increasing brand awareness” or getting pageviews.

5. Content stimulates the idea muscles.

Often clients come to me that have previously engaged with traditional agencies – with only mediocre results. Why? Traditional PR companies often lack ideas. And ideas are the foundation for quality media creation.

6. It can be more cost effective than advertising.
Advertising is often flash in a pan. If you spend $5,000 on an ad campaign, it’s gone, forever. But if that $5,000 were spent on creating useful and informative content, it’ll always be useful to your customers. And it simultaneously increases the value of your website and increases the ratio of returning visitors.

 

7. You can choose your platform.

Don’t choose a platform because everyone is on it. Choose the platform that works with your strengths, not against them. If you’re a better speaker than a writer, hire a ghostwriter or create an audio podcast series instead.

8. Media companies are ready and willing to help. 

If you’re like many business owners, you don’t have time to create content yourself. What you’d really like is for a company to create meaningful media that will generate more business for you.

When you hire a forward-thinking media company that stays ahead of the trends, you start to think differently. And when you think differently:

  • You learn how to tell better stories.
  • When you tell better stories, you become a better business.
  • And when you become a better business, you make more money.

Do you publish quality content? Why or why not? Please comment below. 

I run Jessica Ann Media, a New Jersey-based marketing and media company that humanizes businesses through quality content. I can be hired as your personal Creative Director when you’re ready to create meaningful content that tells your story across all major media platforms. Set up a 30- minute introductory call with me here

6 comments
tom8williams
tom8williams

Your suggestions are very good. I would wrap all them with the idea that you need to have a content strategy and stay on point. This is relatively easy to accomplish for single author blogs but becomes increasingly difficult with multi-author (or collaborative) blogs - that area where I specialize. Many bloggers jump from subject to subject. A little content planning can go a long way in creating consistent content that your audience will love.

tom8williams
tom8williams

Your suggestions are very good. I would wrap all them with the idea that you need to have a content strategy and stay on point. This is relatively easy to accomplish for single author blogs but becomes increasingly difficult with multi-author (or collaborative) blogs - that area where I specialize. Many bloggers jump from subject to subject. A little content planning can go a long way in creating consistent content that your audience will love.

CraigBadings
CraigBadings

Jessica I'd like to take it one step further and say that if you truly want to differentiate your brand then spend some time investigating how to produce thought leading content.  I call it content marketing on steroids.  By thought leading content I mean content that provides new and useful insights focused not on your products or services but rather that focuses on the major issues and challenges faced by your market.  Content that addresses these will position you as the expert in your field and instil that all important and highly valued brand characteristic - trust. 

CraigBadings
CraigBadings

Jessica I'd like to take it one step further and say that if you truly want to differentiate your brand then spend some time investigating how to produce thought leading content.  I call it content marketing on steroids.  By thought leading content I mean content that provides new and useful insights focused not on your products or services but rather that focuses on the major issues and challenges faced by your market.  Content that addresses these will position you as the expert in your field and instil that all important and highly valued brand characteristic - trust.

jessica ann
jessica ann moderator

@CraigBadings absolutely. providing the content that you describe also gives the benefit of being forward-thinking. when a business crafts content that's focused on high-level challenges, then it can educate and inform - which is a key to trust. thank you for your comment, Craig. I appreciate you stopping by! 

itsjessicann
itsjessicann

CraigBadings absolutely. providing the content that you describe also gives the benefit of being forward-thinking. when a business crafts content that's focused on high-level challenges, then it can educate and inform - which is a key to trust. thank you for your comment, Craig. I appreciate you stopping by!

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