Tips to improve marketing content performance

500 content marketing border.jpg

We all know that content has become a key aspect of any marketing communications campaign and so I have no intention of stressing the importance of creating content in this post. What I want to cover is how to create a great piece of marketing content and how to try and publicise it as much as you can, gaining the widest possible relevant audience to your message.

Quality versus quantity

I mentioned relevance in that last sentence and with good reason. It’s all too easy to generate content, but is it actually relevant and of decent quality? This marketing content represents your business. It helps to develop your reputation. Don’t get caught in the trap of churning stuff out to tick the box of content creation, without considering the real value of it.

Relevance is important in traffic creation for the content too. For many industries, it can be possible to generate lots of traffic towards a particular piece of content. But is it relevant traffic? There’s little point in the effort if it’s not.

And so I will always advocate quality over quantity where content is concerned, however you look at it.

Getting the marketing content right in the first place

There is no point in circulating poor quality content and for the purpose of this post, I’m focusing mainly on written content. So how do you make it great? The answer is actually specific to every industry and every business, but there is certainly a common theme to follow. This list of words might highlight where I’m heading:

  • Well written copy
  • No typos and no spelling mistakes
  • Clear signposting using sub-headings
  • Consistent brand tone and character
  • Relevant topic
  • Interesting and engaging
  • Of help or use to the reader
  • Good use of images

It’s important to create something that your target audience will find interesting or useful in some way – and they have to see this quickly! Craft your headings and sub-headings well so that at a second’s glance, it’s possible to see the value and the content does not pose a daunting read.

The quality of the copy is vital and that is where copywriting services and content marketing services come into their own. We all hate to see typos, bad grammar and spelling mistakes. We also gain far more from reading a well-structured and “active” piece of copy that is easy to read. Not everyone has these skills, so buy them in for your business if you need to as it is a worthwhile investment.

There is no excuse for posting a piece of marketing content without an image these days. Photo libraries are readily available and we all have cameras on every device in our hands. Images can add relevance, draw the eye and help to break up the copy if need be.

Tips to spread the word

So now you have a great piece of content and you’ve posted it onto your blog, news page or website. What now? The next step is to proactively look for and communicate with your target audience and there are many options available to help with this.

Talk to your customers

This might seem like a dull starting point, but a great piece of content gives you the perfect reason to talk to your customers! Another touch-point in between their purchasing with you. Ensure that your sales team are fully aware of the new resource.

If you have a number of key customers, send them a personalised email to let them know. If the content is useful to them, they will be pleased of your thoughtfulness and personal attention. Alternatively, create an html email as part of your email marketing and reach a wide number of customers in one go.

Of course, you might have a prospect list that you can email in this way too and I’d certainly recommend this action if the content is relevant to them. Consider emailing a particular segment only if the message is more targeted.

Encourage targeted sharing via Twitter

If you’re socially minded, you’ll certainly want to post a tweet or two on Twitter to highlight the arrival of your new content. If the content involves any other parties (for example, if it’s a case study about a customer) make sure that you notify them in the tweet and even contact them personally to ask if they can retweet.

Consider also looking for relevant influencers that might find your marketing content of interest. This might be trade associations, prominent bloggers or even people within your industry that rather like retweeting to their followers! If you think they might retweet, notify them in your tweet.

Look to the future with Twitter too. If the content is not time dependent, why not schedule a further tweet in six months’ time?

Get as social as you can

You might also use Facebook, Linked In or perhaps Instagram. If so, consider whether the content is relevant to that audience too. Bear in mind that each social platform provides a different emphasis and so blanket coverage might not be the best fit every time.

Use your team to gain as much coverage as you can. If you post it onto your company Linked In page, ask all of your colleagues to share it to their Linked In contacts. The same principle applies to Facebook of course.

Talk to the press

Perhaps your marketing content relates to some research that you have undertaken? Maybe it’s an opinion piece about an industry topic. If you consider it relevant and useful to your industry press, why not alert them too? I would always recommend doing this on a one-to-one basis, even following up by phone if need be. Our PR services might be of help to you here.


I hope that this guidance has been of use to you? Cantaloupe is copywriting and providing content marketing services for clients daily and if you’d like to consider us for your business, please do get in touch.