Acrolinx’s New Insights on Content Creation
High quality content is a true asset to a business, as it can contribute to growth, retention, engagement and conversions. Acrolinx has researched the work of 250 content professionals, and their findings offer useful insights for any business…
The data has shown that the top priorities for content professionals are to:
- demonstrate expertise and authority
- generate leads
- educate the market
- build trusted relationships with your audience
This is proof that your content can – and should – have several different goals, from awareness, to engagement and lead generation.
The content professionals are working towards a general business goal, creating content that is perfectly suited to the final outcome. For all content, high-quality error-free writing is the most important factor – however the form, length and frequency should vary to meet the main business objective, whether that is sales, added value or thought leadership.
One point that was made clear in the research was that content creation is often under-resourced. Whether it is time, people or budget that is lacking, businesses that do not properly invest in quality content will do a disservice to their brand.
Once content has been published, how do you measure its success? 63% of the professionals in the Acrolinx report focus on the consumption and engagement metrics (page views, time spend on site, downloads or sign-ups) as well as looking at the production metrics (looking at the types of content, the creation process and the time taken to produce them) whilst others look to the return-on-investment to gauge content’s success.
The trick here is to agree on the KPIs for your content before beginning, which will make it far easier to understand if you have reached your goals with your content strategy.