Association: why publishing your own quality content matters

In web marketing, quality content is more closely linked to potential marketing performance than to production quality. A piece of content may be flawless from an editorial standpoint — but without visibility, it amounts to nothing. Without a return on investment, it amounts to nothing. Nevertheless, your association must commit to publishing its own quality content, and we are going to explain why.

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The importance of quality content: why?

The higher the quality of your content, the more satisfied your visitors will be. If you publish content purely for the sake of publishing content, your visitors will notice — and you will quickly lose credibility and visibility. You must want to bring something extra to each piece you publish.

It is worth bearing in mind that when an internet user carries out a search, they are looking for a specific answer. Most of the time, they have a question. You need to provide the answer they are looking for.

But be careful: as an association, you are not there to give them the answer they want to read. You are there to give them the expert answer that will help them resolve their problem.

Quality content: content marketing

Content marketing tends to sit within the broader framework of inbound marketing. But what exactly is this discipline?

Defining content marketing

Content marketing is a marketing discipline in its own right. Its purpose is to offer prospects and/or clients the quality content — whether educational or engaging — that they expect to find in order to go further in their approach.

Content marketing existed long before the internet. The development of the internet, however, enabled it to truly flourish.

This strategy can operate within both a B2B and a B2C logic. As an association, both approaches are valid depending on your missions and target audiences.

Content marketing: figures and facts

The figures cited here are based on content marketing data from Blue Mail Media:

• content marketing is used by 86% of B2B marketing professionals and 77% of B2C professionals;
• content marketing accounts for 28% of overall marketing budget in B2B;
• 72% of marketers state that content creation has a positive impact on SEO and search rankings;
• within an inbound strategy, blog content creation is the top priority for 60% of marketers;
• 96% of B2B buyers demand content from leaders in their field;
• publishing at least 16 blog articles per month multiplies traffic by 3.5 compared to those publishing fewer than 4 articles per month;
• 15% of internet users read or comment on discussion forums (Digg, Reddit);
• 10% of internet users use Tumblr;
• the most effective titles are between 6 and 13 words long.

We conclude this article on quality content with an obvious point that had to be addressed. It is very simple: publishing your own quality content is essential because it will allow you to become the master of your own communications. You will choose what you wish to publish, but you will also have full control over the quality of the information you choose to share.