I’ve written about how prospects take themselves through 60% of the sales journey (see related post titled “Prospects Take Themselves Through 60% of the Sales Journey“) and have challenged readers to make sure their website is enabling sales (see related post titled “Is Your Website Enabling Sales?”). For either of these concepts to be successful, the quality of your marketing content is key. Violating one or more fundamental quality rules could easily cause the prospect to disqualify you from their consideration list without you ever knowing why or having a chance to talk to them.
I love this blog post from HubSpot with 8 ways to improve the quality of your marketing content. You can find the post here. Their list includes the following actions:
- Fact check
- Include data that backs up your points
- Find examples that illustrate your points
- Use visuals to illustrate points
- Get quotes from thoughts leaders and subject matter experts
- Remove any jargon
- Do some formatting and incorporate high-quality visuals
- Have someone edit and proof
Very basic principles, most of which don’t require an on-staff marketing veteran. And if you’re using a marketing agency for most/all of your work and not getting the results you were hoping for, check their work against these principles.