If you’re reading this post, perhaps you have concerns about the quality of your brand’s existing content — or, maybe you’re considering hiring or contracting with someone to generate new content.
If you’re not a content expert, but you’re on the hook for ensuring quality content for your brand, you need an objective path forward. So, how do you measure content quality? We’ll get there, but first let’s agree on what defines quality content.
What Is Content Quality?
Definitions of content quality abound. One of the best that I’ve seen, found on SEM Rush, states that “Quality content is content that is relevant, engaging, and useful to your audience. It helps you attract users, convert them into customers, and increase retention.”
I’ll add a bit more nuance. Content quality is a holistic measure of the effectiveness, relevance, and value of a piece of content for its intended audience. This could be an article, a blog post, a video, a podcast, or any form of media that is used to communicate with an audience.
As these definitions imply, there are important reasons to understand your content’s quality.
Why Is It Important To Assess Content Quality?
Understanding the quality of your marketing content is akin to knowing the health of your brand’s communication. Just as a robust health check-up can point out areas that need improvement, an assessment of your content’s quality can identify gaps, present opportunities for enhancement, and ensure your brand message is reaching your audience effectively.
High-quality content isn’t just about sounding smart or being informative; it’s about building a relationship with your audience, making sure they trust your brand, and guiding them smoothly to what they need. Think of your content as the vehicle for your audience’s journey with your brand – you want it to be comfortable, reliable, and ideally — delightful.
Now, imagine not understanding the quality of your existing content. It’s like navigating a ship without a compass — you might be heading in the completely wrong direction without even realizing it. Poor-quality content can lead to a host of issues, such as reduced audience engagement, lower search engine rankings, and a tarnished brand reputation.
Also, according to the Content Marketing Institute, if your content doesn’t resonate with your audience, you might find yourself struggling to retain their attention or inspire any meaningful action.
Understanding the quality of your content is not a luxury if you want to get results from it — it’s a necessity. And that’s what we’re here to explore today. Let’s dive into some key dimensions that can help us assess content quality.
10 Dimensions for Assessing Content Quality
As we journey through the realm of content quality, there are 10 important dimensions we should pay attention to. Let’s explore them one by one.
- Comprehension
- Usability
- Readability (for written content)
- Accuracy
- Alignment with brand voice
- Appropriateness of tone relative to purpose
- Suitability for target persona/audience
- Appropriateness for position in the sales funnel
- Alignment with SEO goals
- Credibility
1. Comprehension
First up, we have comprehension. When your audience consumes your content, can they catch the message you’re trying to convey? Do they arrive at the correct conclusion you want them to? It’s like telling a good joke; if they don’t get the punchline, well, you’ve lost them.
2. Usability
Next, consider usability. This is primarily about how content is presented and organized. A gourmet meal is more than just great ingredients; it’s also about presentation and the experience. Usable content helps your reader digest and act on the information without friction.
3. Readability
Then, when it comes to written content, there’s readability. Fancy words and complex sentence structures might impress your old English teacher, but they can tire and confuse your readers. Like a casual chat over coffee, your content should be easy and enjoyable to read. Use a readability formula to ensure you’re speaking in a language your audience understands.
4. Accuracy
Of course, one of the most important measures of content quality is accuracy. Without accuracy, how can your target audience trust your brand? It’s important that content is reviewed periodically in case there are fresh insights, data, or best practices to incorporate.
5. Alignment With Brand Voice
Now for something a bit more fun — aligning with your brand voice. Typically we use “voice descriptors” when assessing this. These are like the personality traits of your content, shaping the character of your brand. Is it friendly? Sophisticated? Witty? Do the identified descriptors match the guidelines for your brand’s voice?
6. Appropriateness of Tone
On a similar note, examine whether the tone is appropriate for the context. While your brand’s voice stays consistent, your tone can change to match the situation. It’s like knowing when to be serious, versus when to be humorous, or when to be formal versus casual. Does the content align with your brand’s guidance on when these tones should be applied?
7. Suitability for Target Persona/Audience
So, you’ve crafted this excellent piece of content, but who’s it for? Here’s where the target persona comes in. Think of it as a character sketch of your ideal audience – their interests, their needs, and their challenges. Is this content crafted to appeal to your target persona and meet their needs?
8. Appropriateness for Position in the Sales Funnel
Also, consider the funnel position. It’s like a roadmap of your customer’s journey — through awareness, consideration, and decision. Does your content align with their needs and expectations at each stage of the funnel? If not, it’s not going to have the desired effect.
9. Alignment With SEO Goals
Another critical consideration is whether the content meets SEO goals. Is the target keyword captured naturally within the piece? Does it answer a question that your target audience is asking?
10. Credibility
Lastly, credibility matters. Users, and the all-powerful Google, prefer web content that cites or links to recognized experts. If you’re the expert, that’s perfect. If not, be sure to reference those who are.
Conclusion
Sounds like a lot? Don’t worry. It’s like learning to ride a bike — tricky at first, but soon it becomes second nature. And remember, you’re not alone in this journey. There are resources, tools, and communities out there to support you.
Content is more than just words on a screen; it’s a bridge connecting your brand with your audience. Assessing its quality ensures that bridge is sturdy, inviting, and leads to a rewarding journey.
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