How Do You Make Content Valuable?September 23, 2013 By Robert W. Bly
We received a number of questions during the webcast that we did not have time to answer then. So let me answer a few of them now:
Q: How do you make your content valuable and worthy when there is so much amazing competing content out there?
This cannot be adequately answered in a short reply, and an entire chapter in my forthcoming book, The Content Marketing Handbook (Racom), will be devoted to making your content stand out in our age of information overload.
One solution is to strengthen not the content, but the source. The more you are considered a recognized expert in your field, the more your readers will seek out your content and eagerly devour it.
Mediocre content tells the reader what to do. Superior content either tells the reader how to do it, or even better, does it for them.
Example: a client of mine sold paid subscription newsletters on legal topics; for instance, legal tips for landlords.
Instead of just describing how to write a good lease, they would actually do it for the reader by providing model lease clauses, which the subscribers could easily plug into their existing leases.
Here's another tip: Good content either presents a new idea (which is difficult and rare), or else, more commonly, gives you a known idea but states it in a fresh and compelling way.
If what you are saying has already been said a thousand times in pretty much the way you said it, don't publish it.
Q: Can I use free in the subject line of B-to-B email?
Yes. Extensive testing shows that, despite the existence of spam filters, using free in the subject line in fact increases click-through rates.
Reason: the depression in open rates caused when free triggers spam filters is more than offset by the list in response the word produces.