Search engines, social media sites and regular consumers have something in common: they all want to see high-quality content in the new year – and more of it. That’s great news for smaller brands looking for ways to expand their footprint online and attract more fans, ultimately leading to more business.
Instead of diving blindly into your next content calendar, take a look at our suggestions on how to take your standards up a notch.
Tip 1: Assess the Marketing Content You Currently Create
Take a minute to consider the criteria that primarily define quality in each content area you employ, such as the relevance of your blogs and engagement level of your socials. A comprehensive audit of your web pages and other online content will help you assess how much your current approach to content is working. As you assess your content in all its forms, don’t forget to focus on the quality of the writing itself. Review any written content with these traits in mind:
- Include timely, trending subject matter
- Avoid being too generic
- Do your research
- Edit your content thoroughly
- Don’t overdo your keywords
Tip 2: Consider a New Platform for Your Branded Content
Maybe your campaign just needs more cross-platform integration. Have you considered whether you are making use of platforms most likely to reach your target audience? Do a bit of research and you’ll see that some are designed for specific industries as well as types of content. If you wish to publish marketing white papers aimed at industry organizations or researchers, there is a platform for that. A little exploration in this area can go a long way.
A digital marketing expert with experience in your area and an outside perspective can work with you to maintain consistently strong content quality. Just as important, they can help you use the right platforms to optimize your efforts and help you preserve your resources.
Tip 3: Explore Short-Form Video Content
Video content is easily one of the most popular B2C platforms, as well as the most shared. About nine out of ten consumers say they want brands to share more of them. That doesn’t mean they are all rated the same, however. Shorter videos that are mobile-friendly have been especially effective in grabbing attention. Perhaps a new format or outlet is in the cards for your branded content.
Tip 4: Use Key Performance Indicators (KPIs) as a Guide
The word quality is somewhat relative, making it tricky at times to measure just how strong, effective or ineffective yours is. In the world of digital content, Key performance indicators (KPIs) are a huge help for anyone trying to measure what the public thinks of their content. Your digital marketing partner can help you keep an eye on KPIs such as organic traffic and conversion rates to help you determine what content should stay as is and what needs to change.
Tip 5: Avoid Over-Reliance on AI
Use AI sparingly if you want your content to rank favorably on search engines. If even a portion of a blog, article or social media post was created by ChatGPT, for example, that could lower its ranking on Google – and along with it people’s ability to find you. AI can be helpful for brainstorming ideas, but there are some notable drawbacks:
- Lack of originality
- Not always factually accurate
- May not discern quality of sites it references
- Improper key word usage
- May not sound “human”
Relying on a qualified team of specialists who do their own research and writing is the best way to avoid these common AI pitfalls.
Talk to Connections Marketing About Creating Better Digital Content in 2025
Connections Marketing has worked with SMBs across just about every industry to improve their content in whatever form makes the most sense for them. We also do something other marketing firms don’t. Our team meets with clients and talks to them extensively about their business so we can understand every area of it and tailor their marketing campaigns accordingly.
Are you hoping to boost the quality of your content in the near year? Contact Connections Marketing for a free consultation on what it will take to make that happen!