Welcome!

Video Authors: Elizabeth White, Yakov Fain, Liz McMillan, Dan Ristic, Jnan Dash

Blog Feed Post

Quality over Quantity: Why Weak Content is Killing Your Brand

I don’t spend a lot of time using Twitter, but when I do, I am searching for content that will either educate, entertain, or maybe even inspire me. My situation mimics that of most business decision makers – I have limited time to explore, and I want to be productive during that time.

Low quality content, often stemming from a high volume publishing approach, ruins that experience.

You know what else it does? It kills your brand. (Unless your brand doesn’t want to associate itself with quality, in which case you have bigger problems to deal with.)

According to the 2013 Content Marketing Benchmarks, Budgets and Trends report, 79% of B2B marketers are using content marketing to increase brand awareness. But instead of brand awareness, shouldn’t these organizations really be concerned with brand sentiment? Shouldn’t every piece of content tie your brand to a certain brand promise or message, and not just serve as an awareness vehicle?

Back to Twitter – let’s see how this brand sentiment issue plays out via a simple exercise. This morning, I logged on 20 minutes before having to leave for a family event. Again, there’s not a lot of time or patience for material that doesn’t educate, entertain or inspire. Here’s what I see, and how I make my decisions. (Actual names redacted to protect the innocent guilty.)

——————————

BRAND1 @Brand#1

15 2013 Marketing Mistakes…vow not to make these NOW. [LINK]

Reaction: Brand #1’s content is list-heavy, and contains only surface level material. They try to use humor to make up for the lack of depth. Not a chance I am wasting my time here again. No click.

——————————

BRAND2 @Brand#2

Inside Sales: Why Marketing Should Take Over Lead Qualification via @MarketingPerson1 [LINK]

Reaction: Be mindful of who you retweet. I’m typically interested in this topic, and this brand generally publishes solid content. That said, I’ve read material from @MarketingPerson1 and it’s often self-centered and promotional. No click.

——————————

Harvard Biz Review @HarvardBiz

Turn your goals into questions [LINK] @HalGregersen

Reaction: While I don’t know exactly what this post will cover, nor am I familiar with the author, I know HBR consistently publishes high quality, thoughtful posts from vetted authors. This earns my attention. Click.

——————————

This scenario plays itself out with thousands of business decision makers daily. Every single day, 2 million blog posts are written, 294 billion emails are sent, and 864,000 hours of video are uploaded to YouTube alone. As a publisher, and more importantly as a marketer, you are fighting for already short attention spans, and you’re doing it in a sea of cluttered content.

And it’s only going to get more cluttered.

So, what type of content will win the battle for attention and contribute to positive brand sentiment?

Hint: It’s not the low quality, volume-oriented content. It’s also not the content constructed purely for search engine optimization (SEO) purposes.

The good stuff will win in the end. The good stuff may take longer to research, create, edit and design, but the good stuff is a long-term investment with massive ROI potential. The other stuff? It’s like day trading – always a gamble, rarely a legitimate investment.

Image Source

Read the original blog entry...

More Stories By Mike Sweeney

Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

IoT & Smart Cities Stories
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...