Somewhere between quality and quantity there’s a point at which content can be more ‘killer’ than filler’. A point at which content can fulfil its proper role as a bridge between broadcast marketing propositions and customer acquisition.
Finding that point requires objectivity bordering on ruthlessness.
When marketing began embracing the power of content in the new digital age, the initial challenge seemed to be creation and curation. Now, it seems there’s no shortage of content flowing from a multitude of channels towards a market that appears to be drowning rather than waving.
As the enabler of the digital marketing age, the technology sector not only has ‘paternal’ rights to its content distribution capabilities but should also be one of its biggest beneficiaries. Let’s face it, technology marketing is different. It needs all the help it can get in order to penetrate extended decision making groups; align with buying cycles; provide clarity on complex technical arguments, and translate innovations into ‘must-have’ market benefits.
Content objectivity begins with an audit of everything you have that falls into the content spectrum – from a white paper to a vision manifesto and everything else between. If you’ve read the best-selling book ‘The life-changing magic of tidying’ by Marie Kondo you’ll realise that with the right method and mindset, any mountain of accumulation (in this case, content) can be conquered.
There is a method and a mindset that can be applied to creating killer content. It includes a recognition of ten typical reasons to conduct an audit; a checklist of sixteen essentials; four alternative assessment enablers and four key criteria for creation and curation. And if that sounds complicated, the good news is you don’t have to do it yourself. In fact, you’re more likely to get the best result if you leave it to a specialist.
Find out more by downloading The Rubicon Agency free guide: ‘Killer or Filler – assessing content success for technology marketers’