Better content marketing is going to have good editors

All companies are struggling to seize the attention of customers, but in our time, TV ads no attention, send mail no one to dismantle, and even web ads are blocked, so, content marketing has received more and more attention. Getting your client to search your information as a content is becoming more and more likely to be the best way to promote your message, and some will even say it's the only way.

The popularity of content marketing has led to explosions of a variety of sponsored content, including text reports, videos, slides, and other forms of content that people choose to voluntarily consume. The content is very different from pop-up ads and banner ads that are imposed on consumers. Unfortunately, as we all know, the so-called content in most content marketing is far from the standard that has been established by traditional media for a long time. These so-called content, marketing too much, content too little. Countless times, I read a text story or the end of a blog post, finding that you still haven't seen any useful information, new observations, or even a clear argument, you can't see anything other than the author's marketing of his work or the link to the website that introduces their consulting business.

To see these mediocre content, disappointed readers can not establish any brand awareness, nor the impulse to buy. Tempting headlines and quick quizzes may generate browsing volumes and even share links, but if your potential customers discard your content as indignity after reading one or two of tedious can't, you will not win their hearts. Imagine that 27 million of content is created every day, but there are roughly sites that have never been browsed. It's clear that content marketing is too focused on creating a lot of content, but ignoring it to create what people really want to consume.

Improving the quality of content marketing is critical to the enterprise. Because only when the content is good enough to be acceptable to customers, content marketing is the basis for success. However, you need a comprehensive ability to create the original content that is good enough to attract audiences and keep them engaged and focused. This ability is far beyond what you can find in your regular marketing team. Among these unknown abilities, the first place in the list is the professional editing ability.

I have a deep understanding of the role that editors can and should play in the ecosystem of content marketing. Because I have experienced many aspects of content development and content marketing. I helped develop and edit vision unacknowledged's official blog, working with volunteer contributors to online social networking sites. I need to get a balance between my encouragement of unpaid writing and the desire to sell and showcase quality content. I have also contributed to well-known blogs and publications. In the meantime, some of the editors I met have greatly facilitated my writing and thinking, while others have simply released the manuscript I submitted. The impact of good editors on my work has made me realize how crucial it is for editors to translate information and ideas into compelling content, including at Harvard Business Reviews. "

What I mean by editing is not simply proofreading or reviewing, although, gosh, if that's how good it is, those Sahuan all over the company blog are slowly driving me crazy about the personality that I'm picky about. I am not referring to the most important editorial direction and content strategy. This is a problem that most marketing teams can solve, although the solution is often imperfect. Knowing your audience (including customers, prospects, and people who may have an impact on the industry) and defining key information (the benefits your products and services offer, and your professional position in your field) is a traditional marketing team that must do the best thing.

What I'm talking about is a kind of editing between these two levels, which is a level that is overlooked. This kind of editor represents the interests of the reader, ensuring that your content provides the reader with something truly valuable enough to repay the reader's time. This type of editor has the ability to differentiate between ideas and to know which ideas are worth only a 140-word tweet, and which idea can evolve into a blog post or report, or make a 3-minute video. This kind of editor has the ability to collaborate with authors who have great ideas but are not good at communicating with others, and have the ability to develop their ideas into fascinating and enjoyable content. Yes, this kind of editor has the ability to turn an inelegant, even incoherent chatter into a well-structured, readable paper.

These capabilities, resulting in differences between sites, determine whether a site is full of content marketing, or is full of those that can really effectively serve your marketing strategy. By looking at the stars in the content marketing world, you will find that the content they provide is not only dazzling, but also conveys the real material. Take HubSpot company For example, their widely disseminated blog posts, authoritative observations of all things, from Google's psychology of evolving a workplace trial, these themes, though far beyond the maxleaf of the company that runs the business of customer-focused marketing software, provide support for their professed professionalism. Again, for example, Whole Foods, who publishes the Rye magazine, does not lose out on any profitable life-class magazine. This is one of the key tests that any content marketing has to pass: is your content as attractive as what people really want to spend to read? Or take IBMBLR as an example, IBM has published a number of small pieces that combine visual and textual information in Tumblr, a widely discussed lightweight blog site. These small films convey the company's passion for innovation in a vibrant and fascinating way.

Companies that want to create the best of all these things don't need more marketing talent; they need more editorial talent. Until today, however, competition for the ability to build content marketing has not yet been interpreted as a competition for gifted editors. Although there is no shortage of opportunities in the area of content marketing, there are only a handful of these opportunities for editors to prepare. Yes, some of those who have a deep insight into content marketing have set up their editorial roles in the design of their content marketing team. However, this role is generally described as being closer to a leadership position that exercises high-level editorial control, rather than a first-line position to ensure high quality executive editorial work.

In order to deliver the kind of content that really promotes brand development, marketing teams need to hire such editors, who have the time to really delve into every piece of content they make, and the right to create a service for the reader outside of the company. This means that the marketing team needs to hire an experienced editor who will be able to work from anywhere within or outside your organization, even if that means interviewing a CEO face-to-face. This means that your editors have the power to make important changes and even have the right to veto carefully selected manuscripts. They should not be overwhelmed by the management responsibilities that emerge in the meticulous and tedious proofreading process. Your editors need plenty of room to hone in on every piece of branding that you make so that it can be compared to those that are not branded.

Companies that have made these investments in improving their editorial capabilities will succeed in translating their ambitions for content marketing into a reality that creates good content every day. Today, content marketing is the core of the marketing strategy. But unless our content has excellent and stable quality, content marketing does not have any effect on readers or brands. Now it's time for corporate marketers to recognize the fact that traditional media already know: If you want quality content, you need a good group of editors.