Content Marketing Today

Learn How to Create Killer Web Content

Our British content marketing cousin highlights key lessons from great new book.

According to a new book by Gerry McGovern, content in and of itself is not king. It’s got to be customer-centric first and foremost.

In a most useful review on the Relevant and Valued blog, Pete Shemilt draws the following conclusion , “time spent on developing quality, impactful content is a worthwhile investment. The analogy he uses is that we should treat content on the Web as ‘a hidden asset, it’s gold’, not as ‘coal - a low-grade, low-cost commodity best published in bulk.’  Put simply: Killer not Filler!”

Or, in other words, creating great content may not be easy, but it is absolutely essential.  Why? Because it’s worth its weight in gold. 

Here are my 3 favorite takeaways:

1. Readers scan for carewords, not keywords.  ‘When we see these words, we click, we act. And that is what the Web is all about: tasks and actions’. Lesson: understand what your readers care about, create your content by focusing on these carewords and reap the benefits.
   
2. Testing is essential. Customer behaviour on the web is easily measurable and so, therefore, is the value of your content. Lesson: creating and supporting a test and learn environment will help you achieve a culture of continuous development and help you to enhance value.
   
3. Focus on a single idea.  Lesson: niche and targeted is worth much more than trying to meet everyone’s needs but delivering on no-ones.

Click here to read the rest of the review. It’s well worth your time.

Click here to buy the book on Amazon.com.