{"id":563,"date":"2016-03-29T00:00:00","date_gmt":"2016-03-28T22:00:00","guid":{"rendered":"https:\/\/www.calliesundschewe.de\/what-exactly-is-quality-in-content-marketing\/"},"modified":"2016-07-27T00:00:00","modified_gmt":"2016-07-26T22:00:00","slug":"what-exactly-is-quality-in-content-marketing","status":"publish","type":"post","link":"https:\/\/www.calliesundschewe.de\/en\/blog\/what-exactly-is-quality-in-content-marketing\/","title":{"rendered":"What exactly is \u2018quality\u2019 in content marketing? (Part 1)"},"content":{"rendered":"

After my keynote at CMCX16<\/a>, Europe\u2019s top content marketing convention, several participants approached me on one of my speech\u2019s key themes\u2014quality. But how can content quality be assessed objectively? <\/strong><\/p>\n

To find out, let\u2019s take a look at the term from two perspectives: the strategic and the operative. What is the content\u2019s aim, and how is it achieved?<\/span><\/p>\n

Content has strategical quality when it\u2026\"cmcx\"<\/strong><\/b><\/p>\n

    \n
  1. is aligned with the company\u2019s aims, i.e. to tap into a new market<\/span><\/li>\n
  2. fully addresses the target audience\u2019s needs<\/span><\/li>\n
  3. reflects the brand\u2019s key features and is recognizable enough to highlight what makes the business unique<\/span><\/li>\n<\/ol>\n

    There is of course room for interpretation\u2014not all of these hallmarks of quality can be judged objectively. Although I can loosely determine whether content accurately conveys an enterprise\u2019s aims, it is difficult to prove this empirically\u2014even in the age of smart data.<\/span><\/p>\n

    Where scope is concerned, it\u2019s another story. In fact, you can quite clearly gauge whether content has reached its target audience by analyzing organic traffic, viral circulation, and mentions in traditional media.<\/span><\/p>\n

    The third point is at least partly measurable with social research and brand tracking. This requires a point of comparison from the very beginning of the strategic planning process.<\/span><\/p>\n

    Clearly define criteria in advance<\/b><\/p>\n

    No matter how you evaluate the quality of your own company\u2019s strategic content, one thing is clear: It requires precise criteria for how text, images, videos, graphics, and tweets are selected, developed, produced, and shared. These benchmarks serve as orientation and help establish a common thread throughout the enterprise. <\/span><\/p>\n

    This calls for a significant amount of original content to help your business and brand achieve their aims, reach their audience, and stand out from the crowd. Simply diving headfirst into a new platform (\u201cWe\u2019re now on Instagram!\u201d), hoping for the best, and continuing with it regardless of outcome, is a surefire way to throw money down the drain.<\/span><\/p>\n

    That\u2019s why we created a strategy map allowing you to set out your goals and convert them into actionable, easily deployable checklists and processes for content creation. This is the basis for editorial plans, theme proposals, and formats that all pull in the same direction. When the content comes to be being produced, it will have its own distinct concept of quality.<\/span><\/p>\n

    The next instalment will focus on content quality from an operative angle.<\/span><\/p>\n

    \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    After my keynote at CMCX16, Europe\u2019s top content marketing convention, several participants approached me on one of my speech\u2019s key themes\u2014quality. But\u2026<\/p>\n","protected":false},"author":1,"featured_media":173,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-point-of-view"],"aioseo_notices":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts\/563","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/comments?post=563"}],"version-history":[{"count":0,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/posts\/563\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/media\/173"}],"wp:attachment":[{"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/media?parent=563"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/categories?post=563"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.calliesundschewe.de\/en\/wp-json\/wp\/v2\/tags?post=563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}