Earlier this year, the folks at Acrolinx decided to “read and evaluate the world’s content.” Sound like a daunting task? It was. They reviewed 150,000 websites from 340 companies, and the results were enlightening.
The study found that, despite content marketing being a top priority for today’s businesses, only 42% of B2B and 34% of B2C marketers felt their content was effective. Part of the problem is that 70% of marketers say they don’t have a solid content marketing strategy. But an even larger issue is a surprising lack of quality (Source: The Global Content Impact Index).
42% of B2B and 34% of B2C marketers felt their content was effective … 70% of marketers say they don’t have a solid content marketing strategy.
Forget about quantity
According to Acrolinx, many marketers are still too focused on quantity, thinking that if they put out enough content their message will simply “get out there.” It might, but it won’t make an impact over the longer term.
It can even lose a company some of its customers. A survey from Global Lingo found that 74% of people pay attention to the quality of spelling and grammar on a company’s website. And 59% of those people said bad grammar and spelling would make them take their business elsewhere, because they’d be worried about the company’s attention to detail and quality of service.
And still there’s more. Search engines like Google and Bing are known to downgrade websites full of errors. That’s bound to have an impact on a company’s bottom line.
Improve quality and clarity
Acrolinx rightly points out that there’s more to producing high-quality content than good grammar and proper spelling. To make the most impact, you’ll need a clear message, engaging style and conversational tone.
This is exactly the type of content marketing quality Acrolinx set out to analyze. The company evaluated content from 340 companies from a range of industries and across all regions. Content was scored based on quality and clarity.
Quality was evaluated using established best practices for grammar and style. Clarity was judged by how easy the content is to read and understand. Next, each company was given an overall content impact score out of 100. A score of 72 or higher means the content is effective.
The results? Only 31% of companies had a content impact score of 72 or higher, which was fairly consistent across industries and regions.
It seems many content marketers haven’t quite got the right message yet. So what can each of us do to make more of an impact?
- Put a consistent and cohesive content marketing strategy in place.
- Hire people who know about grammar, spelling and style. Acrolinx looked at things like subject-verb agreement, use of double negatives and other points of style found in any major style guide. These are basics that your lead content writers and editors should firmly grasp.
- Keep your message easy to read and understand. Acrolinx suggests keeping an eye on things like sentence length, structural complexity and word length. Scroll to the end of their study for some examples of high-quality content that’s both inviting and engaging.
6 Ways to Unwind This Holiday Season
It’s Never Too Soon to Start Estate Planning
Fiduciary and Best Interest Are Not Synonyms
7 Ways to Avoid Arguments During the Holiday Season
The Biggest Risk for Business Owners
A New Wrinkle in the U.S. — China Trade Dispute
Want To Make An Impact? Lead With Humble Pie
How to Go One Step Further with Your 2019 Strategic Plan
Can Verizon Overcome the Acquisition of Aol and Yahoo – That Never Made Sense
What Makes a Great Whitepaper?
Development14 hours ago
Building an RIA Firm for Maximum Value from an Investment Banker’s Perspective
Development14 hours ago
Good? Fast? or Cheap? What Sort of Advice Is It Going to Be?
Financial Podcasts15 hours ago
MarketCounsel Summit Series: The Most Important Data Questions Advisors Are Not Asking—with George Svagera
Financial Podcasts2 days ago
MarketCounsel Summit Series: Turn Fearful Clients into Fearless Investors with Aaron Klein
Research2 days ago
What Brexit and the Ongoing Problems in the European Union Mean For Investors
Building Smarter Portfolios2 days ago
Merger Arbitration Strategies and Protection
Advisor2 days ago
How to Budget for the Holidays
Social Selling3 days ago
As a Salesman I Taught Myself to Market … and You Should Too!