Three presentations at the recent ISSA/INTERCLEAN tradeshow in Las Vegas involved online marketing strategies and producing “remarkable” content was a reoccurring theme. What exactly is “remarkable” content and how does it differ with other forms of content?
Remarkable content distinguishes itself from other forms of content because it does or contains the following:
- It includes keywords that draw the attention of search engines and, as a result, more attention to the content.
- It is original. Search engines now frown on what is called “duplicate content.” This content occurs when substantial or complete content is pulled from an originator’s site and then published on another site, often without proper credit to the author or source.
- It is interesting or, even more direct, not boring.
- It is educational, credible, and of high quality.
- It is easy to read and digest and grammatically correct (spelling and grammar errors online have a very powerful negative impact on content).
- Contains an image or a graphic.
- Thoughtfully written and contains a little personality and passion. It may even be a bit bold and controversial without offending anyone.
- The reader believes he has learned something after taking the time to read the information.
- After reading the content, the reader believes you are an expert in your field…even if he does not always agree with you.
Remarkable content, especially on a B2B web site, should also help solve problems and result in greater understanding. And, it should accomplish one more thing: encourage people to do something. It should start pointing visitors to you, your company’s website, and your company’s products. In other words, the sharing of quality, credible, remarkable content can be a click to action, eventually leading to new sales and opportunities.