Why your "Quality Content" is not working

Content strategy is fascinating these days as it's more about the personal/emotional relationship with the reader, and less about the content.

The content is still crucial, but the ability to create so called "quality content", has never been easier.

But "quality content", on its own will fail unless you invest in the promotional aspects of content marketing. 

Relationships are now the thing to invest in, even more so than the content itself.

It's been a slow but sure change. But relationships are far more worth investing in than the content itself these days. You can easily buy quality content in terms of time and money, very cheaply right now. The tools are mostly free and high quality and there is enough "free" information for you to create the right content.

There are also large pools of talented people who are adept with these tools and "get it" and are competing with each other to create content for you. Making it a buyers market.

However, creating "effective" content, is more about how that content is going to be shared and to whom and the results which come from that. Promotion of content, or the ability to engage an audience in whom which have the power to make your content be passed around and even go viral, is the new thing.

We have all had "quality content", sitting there on our blogs and websites, eating up space and investment. But because it was not promoted correctly it does nothing. The investment spent on creating it produces little to no ROI if the promotion is not there to help it get shared.

In the old days, (a few years ago) it was quite easy to promote, you have a few key allies in your network, you promote their stuff, they promote your stuff and you got to the top of voting systems such as digg. Doing that would easily send 6k+ traffic in the space of 24 hours.

Fragmentation of social media, cheap high quality content, big business catching up to the social media explosion... etc., all contribute to the fact that if the promotion of your content does not resonate with people, as well as the content. Then it's dead in the water.

An emotional connection between the reader, the promotion and the reader and the content is essential.

Which is why sometimes the most mundane of content can be promoted by a big shot and it gets huge attention.

And it's why your content, though of "high quality" does nothing, because it is not promoted in the correct fashion.

Unfortunately, the correct promotion is not cheap or easy. As content has become cheaper and easier, promotion has become more expensive and harder.

Which is one reason I created, Creativeboris.com. People need help in creating a social media output that helps build an asset that makes promotion easier. Investment in the emotional connection between your brand and the consumer should now result in a high ROI.

This stuff is complex and in many ways it is counter intuitive to the way you run your business and so it's difficult to get a return on investment or know who to outsource this to.

Because my brain is wired in a different way, I find it relatively easy to find those ways to communicate and develop emotional connections which lead to a brand finding it easier to get content promoted. And with many years of experience I have created a number of methodologies which aid in this

I also find the craft incredibly interesting, which allows me to sell my experience and knowledge of the "dark arts" to those who need it.

Contact me for a free consultation and lets find a solution to your problems.