How to Identify Quality Content Without a Writing Background
Evaluating the quality of your writers’ work may seem daunting if you don’t have a background in writing, but it doesn’t have to be. Whether you employ an on-site team of content writers or connect with writers through a freelance service (or both!), you should receive content that meets your company’s standards. It’s not enough to collect their work, post it on your website and hope for the best; your investment should produce a positive return. However, it can be challenging for some marketers who don’t have experience and a background in writing to identify good and bad content. Since each piece of content you publish should shed a positive light on your brand, here’s a checklist to help you guarantee quality:
How to Identify Great ContentSee also: How to Wrap Up a Successful Content Marketing Project You don’t have to be an editing or writing professional to mount a good content marketing campaign. However, you do have to know how to recognize good content when you see it, and your content has to produce a healthy return-on-investment. With that being said, once you follow a consistent publishing schedule it’s important to track key metrics to understand if your content efforts are proving to be successful or unsuccessful. Depending on what your content goals are, here’s a brief overview on how to evaluate success:
- Increased brand awareness: Track metrics like page views, video views, referral links, downloads, social shares, social mentions and website traffic.
- Customer engagement: The best indicator of engagement is how many customers share or comment on your content. Track social network metrics such as likes, favorites, shares, retweets, +1s, favorites and pins. Also, track blog comments, inbound links and blog comments.
- Lead Generation: Good metrics to track lead generation include blog subscriptions, new social network followers, email subscriptions, form submissions and content downloads.
- Customer Loyalty: To measure customer loyalty, track how many of your social media or blog followers are consistent, active users. You can also track how much of your content is viewed by current customers.
- Direct Sales: It’s important, but not always easy, to link increased sales to content marketing efforts. You can track short-term promotions related to a content push or cross-promotions you’re recommending in recently published content. Overall, if you’re seeing sales increases along with positive metrics related to brand awareness, engagement, leads and customer loyalty, then your content marketing is likely a major force behind stronger revenue.