Check that your content marketing achieves the following:
- Each piece of content is useful/relevant to your target audience (because you understand their buyer personas, you know their likely needs, and understand their problems).
- It is mapped against their buying stages.
- It is relevant to your business, company and market sector.
- It is not promotional – promotional materials will neither excite nor inspire.
- It is helpful, informative (entertaining?) and well-written, and keeps your audience reading to the end (to the call-to-action).
- It closes a gap – content marketing should answer a business question or problem. Giving people information about topics where there is no need for information will be a wasted effort by the organization.
- It gives proof – since you write to support a business goal, your content may seem biased. Make sure that the content you create gives proof either through quotes and testimonials or through actual metrics and statistics.
- It is the right fit for your channel, whether it’s being used in email, on social or elsewhere.
- It invites links to other websites and is easily shareable.
- It has a clear call to action for your audience to follow.
- It has pre-defined metrics and is designed to be measurable.
- It is written by a subject expert and (ideally) edited by a professional writer/copywriter.