Quality Content Rules!

The Right Words for CPA Firm, Consulting, Legal and Financial Services Marketing Programs

A guest post from Laura Sparks, Owner of Creative Sparks Writing

Alan declared 2012 the Year of Content Marketing, and there is increasing evidence that he’s right. According to the MarketingProfs/Content Marketing Institute 2012 content marketing survey, 90% of B2B marketers are using content marketing, and professional services firms report an even higher rate of adoption at 94%.

One final note before we get into these rules: SinceGoogle has deemed that quality trumps quantity in search results, getting content marketing right is imperative to a successful inbound marketing strategy.

1.     First, know thy reader.

The most significant challenge in content marketing, according to the MarketingProfs/CMI survey, is “producing the kind of content that engages prospects and customers.” Clearly, quality content must engage the reader. And how do you engage anyone? By showing interest in what matters to them.

Increasingly, this means segmenting your audience and producing content that speaks to each segment.

2.     Get to the point.

Your content needs a unique point of view about the distinct expertise that differentiates your firm from the competition. If not, then you’re not adding to the conversation, you’re only amplifying the noise.

The intersection of industry trends and your firm’s professionals’ expertise is the ripe ground from which quality content will grow..

3.     Tell a story.

The most compelling types of messages are stories – they contain narrative, conflict and a certain amount of drama. Stories engage multiple senses, allowing the listener or reader to imagine himself or herself experiencing the challenges or opportunities that the protagonist experiences. And so, a story is far more memorable than a “dry data dump.”

4.     Spell out the next step.

Every white paper, blog post, case study, professional bio or any other form of quality content needs a clear call-to-action that drives the reader to take another step towards engagement with your firm.

Perhaps, having intrigued your reader with knowledge and insights on a particular issue, you want to encourage the reader to comment on your Facebook page or participate in an upcoming Tweet chat. And when the reader does visit that social media site, you’d better make sure he or she sees even more valuable content with additional calls-to-action that move the prospect further into the sales funnel.

Share Your Rules!

What do you think? Have I missed some of the rules of quality content? I look forward to reading your comments (below), especially your own experiences in content marketing.