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Content Critique: Does Your Content Dance?

We review and evaluate website content every month in our blog Thought Leadership Marketing. We generally focus on organizations that offer great content so you’ll see what great content looks like (and, we hope, be able to use some of the ideas discussed to develop your own). We consider the five factors below when we evaluate content.

S T R A T E G Y

Great content is part of an overall marketing strategy that communicates a clear, consistent vision and contributes to the firm’s brand image. Since it’s a marketing strategy, the objectives are usually to generate leads, nurture leads, and/or foster customer loyalty. What do we look for?

  • Does your content deliver value to your audience?
  • Does your content build trust in your firm?
  • Does your content drive decision-making?
  • Does your content tell your firm’s story?
  • Does your content inspire, entertain?
  • Does your content motivate?
  • Does your content answer questions?

R E L E V A N C E

Great content means there is just the right amount of significant, interesting text, audio, and/or video that meets the needs of the audience at the different stages of the buying cycle. What do we look for?

  • Does your content demonstrate that your firm is aware of and knowledgeable about the issues that concern your audience?
  • Does your content create a preference for your firm, creating the emotional engagement needed to distinguish your firm from your competitors?
  • Does your content motivate action—whatever action you’re looking for from your audience but, in particular, to buy?

C R E A T I V I T Y

Great content is well written/spoken/designed/delivered with the audience needs in mind. It’s compelling, engaging, useful. What do we look for?

  • Does your content deliver market insight?
  • Does your content present a clear, authoritative point of view?
  • Does your content show evidence of an integrated editorial strategy?
  • Does your content engage your audience?
  • Does your content offer in-depth, targeted, credible information?
  • Does your content demonstrate a compelling visual design?

A C C E S S I B I L I T Y

Great content is found content. Your audience has to be able to easily find the content that will meet their current needs. What do we look for?

  • Is your content easy to find, easy to read/watch/listen to?
  • Are there means for interacting and engaging with your audience about the content?
  • Is your content downloadable?
  • Is your content socialized (made available through various online channels)?
  • Is your content freely available? If not, what’s the price: an email address, detailed contact information, cash?
  • Can your content be distributed easily to wider audiences?

F O R M A T

Great content comes in multiple formats. First, because some formats are more appropriate to certain stages of the buying cycle. And also because people have preferences in how they like to receive content. So your content needs to be available in diverse and appropriate formats. What do we look for?

  • eNewsletter, Print Newsletter
  • White Paper, Case Study, Article
  • Book, eBook, Audio Book
  • Print, Digital Magazine
  • Blog, Social Networking
  • Company-focused/Customer-focused Community Site
  • Video, Podcast
  • Research Report
  • Online News Release
  • Webinar, Teleseminar

Does Your Content Dance?

So, does your content dance? We’ll be rating website content (on a scale of 1-5) on how well it addresses the factors outlined above. If you want us to rate your site, send us a brief request with your website address and we’ll be glad to take a look.