Content That Gets Through the Noise

Drowned Out from the Content Decibel Levels

One of the biggest challenges for content marketers today is the volume of content noise. The decibels are at levels where it is virtually impossible for someone to sift through everything that is being published. Think about it; for blog posts alone, there are over 70 million created every month (2 million per day!). The number of indexed Google pages went from 1 trillion in 2008 to 30 trillion in 2014. 

The push doesn’t seem to be slowing down, but rather speeding up. Seventy percent of content marketers plan to increase their marketing spend as well as the amount of content they produce this coming year. And while customers report that content plays a more important role in the buying process than ever before, they also indicate that one of their biggest challenges is the quantity of content they receive and identifying that which is valuable (quality). The list could go on and on.

Too many brands make the mistake of generating quantity over quality, failing to recognize the implications of Google Hummingbird on SEO. Rather than measuring business results, too many CEOs, and even CMOs, focus on volume—particularly when it comes to blog posts. I’ve lost count of the prospects and customers with whom I have spoken over the past couple years who nod their head in agreement when I speak to them about the need to increase the length and quality of posts while reducing the frequency of posts.

Content That Resonates Above and Through the Noise 

So, how many words are we talking about for a long-form post? It depends on the research, but most pin the “magic number” over 2,000 words. These long-form posts generate longer time spent on a page and more page views on a site. They also generate much better conversion rates—anywhere from 3x to 12x—than the typical 500- or 600-word post. (Note: This doesn’t discount the value of quality short blog posts. But a blog strategy that fails to incorporate quality, long-form content posts will not succeed in the era of Hummingbird).

Yet, at the same time, the same content leaders who agree with me indicate that they are unable to change their blog strategy from one targeting quantity as a core objective to one focused on quality content. What is their rationale? Their CEO or CMO mandates a certain number of blog posts per week, and moreover post volume is one of their primary measurements. Another factor is that they are unwilling to pay for more substantive blog posts. The adage, “you get what you pay” is quite apropos.

Looking at the broader content picture, what types of content do buyers value the most? The answer is content that reveals insightful research findings in their business segment and content that enables them to gain a deeper and broader understand of the available solutions. Buyers rank research as the most-valued form of content, with nearly three-quarters wanting vendors to “curb their sales messages” and do a better job of creating business issue-oriented content.

Examples Where Quality Content Matters

TIRO Communications was founded on the premise that quality content matters, and our ability to research, analyze, and write about varying topics in engaging and interesting ways differentiates the content we produce against that generated by other agencies and freelancers specializing in content and customer marketing. The following are a few of many examples where we have drawn upon our prowess in the areas of delivering Ph.D.-level research, analysis, and content authoring for clients: 

1. Comprehensive Content Strategy and Execution. TIRO Communications served as strategic content marketing consultant for MightyRecruiter and oversaw research and development of 30-plus different types of content (including 4 in-depth eBooks) used across the buyer journey that have generated hundreds of leads and nurtured hundreds to conversion. Check out the latest eBook that we researched and authored: “2017 Hiring Trends & Predictions: Industry Experts Weigh In.”

2. Solutions Guides. Researched and authored Solutions Guides on various topics for companies such as Davinci Virtual Office Solutions, Reverbant, VIEVU, and Fortinet to pinpoint industry trends, reasons for organizations to deploy a solution, and checklists of issues to consider when selecting a solutions provider and implementing a solution.

3. Blogging Strategy. Collaborated with the Davinci Virtual Office Solutions team to develop a new blog strategy. Initiatives included moving to longer-form industry research posts. Key results include:

• Increase in SEO Inbound Traffic, 67%
  
• Reduction in Quantity of Blog Posts, 45%
  
• Increase in Social Shares and Likes, 25%
  
• Growth in Opportunities from Blog Posts, 3%
  

4. ROI Case Studies. Our approach to case study development is driven by not only telling the customer’s story but working with them to identify data that can be used to calculate cost savings, efficiency gains, and new revenue opportunities. For numerous clients, we have defined and built interview methodologies used to identify quantified data points resulting from product and solution deployments. Based on these, we then calculate tangible business outcomes (which neither the client nor their customers had been able to pinpoint before) that are included in case studies.

Data Analytics and BI Supercharge Thought Leadership Content 

We have invested heavily in these areas and recently added business intelligence (BI), data analytics, and Machine Learning (ML) functions to our team. One of the focus areas has been the development of product offerings like TIRO Cognition Insights that are based on our expertise in cognitive analytics. Another area where data analytics and BI are shaping our offerings is content marketing.

A great example is the recent report that published in concert with Davinci Virtual Office Solutions. They came to us with the objective of creating an industry trends report for the on-demand workspace and meeting room and communications market segments. We proposed supplementing industry research with data analysis of several hundred thousand data points from their CRM environment. The result is a report, unlike other thought leadership content assets, that pinpoints industry trends based on data analytics (versus survey findings). Check out the blog post and press release. Or simply download the report (researched, analyzed, and published by TIRO Communications): “2017 State of Workspace and Communications Services.”

Serving Up Low-Quality Content? Your Prospects and Visitors Are Leaving

Prospects and customers have little tolerance for low-quality content. You have about eight seconds to get the attention of a visitor who clicks on your content asset before you lose them, and rebuilding that lost rapport is next to impossible.

If they register to get the content and are disappointed in what they receive, the majority overwhelming never register for your content again and quickly discard additional content you send them in the nurture funnel. The same goes for your blog. Serving up posts that regurgitate marketing messages or content that isn’t educational or actionable doesn’t work? When you do so, your visitors are leaving and will never return—let alone subscribe to your blog RSS feed or newsletter.

Check out how TIRO Communications can help you transform your content marketing strategy and create engaging, substantive content using Ph.D.-level research and employing data analytics and BI that drives prospect and customer engagement, your nurture funnel, and conversion rates.