No More “Quality Content”

Just about anywhere we turn in the world of B2B marketing these days we bump into this concept of “quality content.” People talk about it all the time.??

And it drives me crazy!?

Yes, it’s a critical piece of the marketing planning process. We rave about our “great content” when things go well. But quality is usually the “fall guy” if things go bad:?

• In every strategy brief: “We need ‘quality content’ that speaks to our clients’ most pressing issues.”??

• After every high performing marketing email: “Man, did you see that CTR? That content must’ve been great!”?

• And in every failed campaign debrief: “The content just wasn’t good enough.”?

If you think my headline is absurd trust your gut. Quality content matters now more than ever.??

But just saying we’ll develop “quality content” is meaningless!?

The Quality Equation?

Good news. We’ve studied this at length for over a decade. In fact, over those 10 years we’ve produced or co-produced at least 5 in-depth research studies to understand why one piece of thought leadership breaks through. Why another falls flat. And what clients value most.??

After nearly 20 years doing this, I’d sum it up like this:?

Distinct POV = An Ironclad Argument X (Data + Stories)?

Let’s break this down. The best content has the following elements:?

• A Distinct POV: It articulates a unique way of looking at the world that’s crisp, concise, and clear.??

• An Ironclad Argument: It’s difficult to refute because it’s grounded in both...?

• Data: Useful primary or secondary research that suggests the POV is true.?

• Stories: Real-world examples that demonstrate it to be so.?

Don’t Just Take My Word?

There are, of course, thousands of examples of great content. Here are a few that quickly came to mind this morning, in no specific order:?

• What Today’s Rainmakers Do Differently – This article, by Matthew Dixon of DCM Insights, combines in-depth research into the business development habits of top performing partners in professional services firms with real-life examples.?

• Profiling the Fastest Growing Consulting Firms – This one, by yours truly, combines our 2023 consulting firm research with direct client conversations to identify the characteristics of high growth consulting firms.?

• RFK Jr. Wants to Rethink the Measles Vaccine. Here’s What the Science Shows. – This WSJ article uses highly effective data visualization to bring to life the reality of vaccine research and disease data while mixing in helpful advice from doctors and other healthcare experts.??

• Search is Really Dead. You Need to Pivot Now. – This article, also by my favorite author, combines analytics data, secondary research, and specific examples on how to navigate a “zero-click” world.??

If you ever find your firm asking the question, “Is this content any good?” give us a call. Our thought leadership development team can help your marketers, editors and subject matter experts work better together to bring out more compelling POVs.??

This article was first published to the Rattleback weekly newsletter on professional services marketing. Visit our website to subscribe.