February 9

The Weekly Briefing: Balancing Good Information with Good Questions

This week we talked explored the importance of quality content and the importance of quality questioning.

Copywriter Hannah Scherrer shared an article from Search Engine Land outlining some characteristics Google and Bing recognize as “quality content” signals. We are constantly on the quest for “quality content,” with little direction on how to achieve it. As Google rolls out new algorithms and updates, Internet marketers adjust how content is framed, digested, and shared amongst others. Some of the best tips noted in the article included:

  • Understanding user experience and helping users complete their desired tasks. You want to present useful information that actually answers questions, gives direction, inspires questions, and, essentially, helps the user complete his or her query goal. Usually, the top three characteristics of quality content are that the content inspires, educates, and/or entertains.
  • Ask yourself if you would share it. If you are bored with what you are writing or finish the content and think, “this is convoluted,” your content is probably not something you would share. If you don’t care about what your writing, nobody else will.
  • Make sure the content is relevant to your (potential) audience and addresses information and thoughts in a timely manner. Relevant content increases the likelihood of valuable content, which is also a factor in quality content.
  • Edit your content! This includes proofreading, fact-checking, and citing authors and sources appropriately.

When providing content in any form – blog posts, website copy, press releases, and more – the most important idea to remember is to write with purpose. People and search engines can tell when you do not.

Content marketing strategist Angela Sanders talked about a useful acronym from Jack Vincent of Convince and Convert: S.C.O.R.E©. These series of questions are easy for customers to interact and engage with on social media. The S.C.O.R.E© questioning includes: Scope/Situational, Challenge, Outcome, Return, and Execution. Not only do these questions get a conversation going with your customers, but they also can give you deeper insight as to what is (or is not) working for your business. The most important element of following this line of questioning is to be responsive and actively listen and respond. As digital marketers, our job isn’t only to increase curiosity and brand awareness, we also need to listen, respond, and build a trusting relationship between business and buyers.