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Editing is the Missing Link to Successful Content Marketing

From the Editor's Desk
Oct 14th, 2015
  • Estimated reading time: 2 min read
  • Hummy's
    Highlights

    1Offering excellent content is good marketing in itself. 270% of the 27 mil. new online content items go unread daily. 3Use editorial standards to ensure consistent quality.
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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.

Sexy headlines and quick quizzes may generate visits or even shared links, but you’re not going to win over the hearts and minds of your potential customers if they abandon your blog posts and reports after a dull or unreadable paragraph or two,” Samuel explains.

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.

When you consider that 27 million pieces of content are created each day, but that 60 to 70% of website content goes unused, it’s clear that this kind of marketing has emphasized producing a high volume of content at the expense of producing content that people actually want to consume,” the author continues.

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?”

In conclusion:

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.

About the Author

From the Editor's Desk

This article was written by a bizHUMM Staff Writer. We aim to provide practical tips that help solve your burning small business questions. If you have any suggestions or ideas for articles, please email them to: editor@bizhumm.com