Editing is the Missing Link to Successful Content Marketing
With the overload of advertising that the average person is exposed to each day, everyone has become expert at ignoring or avoiding the ads that compete for their attention. As a result, content marketing has attempted to convey marketing messages in a less pushy way.
It’s a brilliant strategy; creating content that people actually want to read leads them to opt-in and subscribe to lists where they then receive more targeted messages from the marketing team.
According to Alexandra Samuel, whose article, Every Content Marketer Needs an Editor appeared in the Harvard Business Review, this strategy works—except when it doesn’t.
Low quality content repels visitors
Put simply: content marketing backfires when it is treated like a sales gimmick and quality is sacrificed for quantity.
The internet abounds with mediocrity
The author explains that content marketing fails miserably when the quality of the content is allowed to be subpar, which is more often than not the case.
A quality editor sets you apart
While people resent their time being wasted on shallow content, on other hand, investing in the creation of quality information presented in a compelling manner builds good will and credibility with potential customers.
In order to provide substantial content that your market will actually appreciate, the author suggests that content marketers take a cue from print publications and make editing a top priority.
Specifically, the editor’s role is to ensure “your content offers that reader real value in return for their time.” Samuel notes that the companies that get it right: Hubspot, Whole Foods, and IBM for example, offer real substance and helpful insights. She recommends the following test to know whether your content fits into this category: “does it read like content people would actually pay for?”
A quality editor is the key to making your content marketing effective in promoting and growing the brand.
“The companies that make this kind of investment in editorial capacity will be most successful in translating their content marketing aspirations into a daily reality of producing excellent content,” Samuel states.
To read the original version of this article in its entirety, please visit HBR.org.