Quality Content: Editorials and Your Company Image

June 13, 2018 Business Leadership, Sales Performance Improvement 0 Comments

Recently, a study made by the Association of Management Firms (AMCF) found that approximately 93% participants believed that companies providing high quality thought leadership are in fact, better companies.

That stated, as a part of the same survey, 94% of those participants felt that companies with poor content had severely lowered their opinion of those organizations.


Given these statistics, it is necessary for small businesses to be aware that quality content is rapidly becoming critical to small business marketing plans. Thought leaders must be able to produce material of high quality and value to their consumers/readers if they want to add content to their repertoire for advancement within their client/customer base.


Axiomatically, much online content is consumed and nearly immediately forgotten, due to general and vague messages. If the content/editorial that provides quality offers information providing the reader expert advice or something they may first implement to see how well it works for their business, it’s far more likely the information your thought leaders are providing will bring attention to your expertise.


Only when your readers find value in your content are they likely to share it with friends and associates, through social media and other digital venues. The bottom line is, the content created must not only be original but must provide information that will ensure that the material will quickly find a path of its own and continue to build a memorable journey for all who share and receive it.

Most businesses today would like to see those who are part of their organizations, become thought leaders in their industries. They want an image as experts in their respective fields.  To achieve this particular kind of success, those who have the depth and knowledge of any specific aspect of any business should be prepared to share informative pieces of their expertise not only with their employees but within the public arenas that they serve. These are the very actions that will bring repeat and new business to you.

The knowledge you share with your readers that addresses some of the small problems they are experiencing will keep them returning to see what more you have to offer, not only in content but face to face business.

We want to offer some ideas that will assist you in engaging your client/customer base so that they will continue to come to you for what they need to know as opposed to going to your competitors for assistance.

Thought Leader Development

 Thought leaders often require development and development requires knowledge, so if you have it, share it. The more those who associate themselves with your small business learn, the more they will share your information with others.

  • The more basic the information that you serve to others that will provide small solutions to their problems, the more likely you are to find that you acquire clients/customers who will pay for your knowledge and services. By developing your employees as thought leaders, you’re also developing advocates for your business both within your industry and your client/customer base.

Provide Creative and Unique Editorials/Content

  • Sometimes reading content will sound much like a boring high school lecture presented by an instructor who has given the speech in so many classes that eventually it all becomes monotone. Your content should not only be original but enlightening. Select something novel, offer some information that perhaps you know that few others do; or at the very least, offer additional information that will likely exceed what the readers are seeking. 
  • It’s also wise to back your information with statistics according to studies in whatever industry for which you’re providing information. Although it’s great to look for information with highly reputable institutions, there may be other places to find tidbits of information about which many know nothing. The bottom line is, if you’re able to help someone solve an issue that he or she has struggled with, you’ll become his or her go-to. That’s not easy these days, so it’s something that will require constant development. 

Create Visuals In the Minds of Your Readers in Words

  • Assist your readers in creating a vision of success in their minds. If you help your readers see themselves succeeding in solving their dilemma with the use of the information you’re providing, (especially if your solutions work for them), they will not only return to your written offerings often, but they’re likely to share them.
  • Entertain them with the thought that they may soon have the ability to consider their problem solved. Helping in this manner often engages your readers to contact you or your organization directly when they experience their next challenge. Perhaps you will have the ability to assist them with something else, increasing your profitability.


Consider Where You Will Effectively Place Your Content

  • Take the time to research, before writing your content, the digital venues that would best serve you and your current and potential clients/customers. You may not, initially, be aware of where you can publish, but if you do have an idea of your target venue, then you’ll have an opportunity to customize it to the publication’s readers. If you are addressing subjects that provide a more broad-based view, you will want to seek media outlets that are open to more general information. 
  • However, if you’re addressing niche businesses that provide information to better a niche industry, it would be beneficial to research publications that reach out specifically to those specialty industries. Determining whether they are business to business (B2B) or business to customer (B2C) for example, will help you know just how much industry “jargon” that would be safe to use. If your writing appeals to business to customer publication, you may choose to create your content from a layman’s viewpoint.

 Reach as Much Digital Real Property as Possible

As an editorial/content contributor, as a thought leader, it’s imperative to reach as many readers as possible. This need is part of the reason it’s so important to ensure that your piece is of high quality and highly engaging. Although it’s not always easy to grab a reader’s attention these days, if you take the time to expand your thought processes as well as your digital vocabulary, combining old and new verbiage will tend to extend the age groups willing to consume your information. It’s not necessary to only create blogs and articles that are full of trendy buzzwords.

Thee and thou aren’t necessary, but using words and phrases with which even millennials, middle-agers and older clients and customers were raised; will provide better rapport. Open yourself, and your thoughts and experiences to more age groups that will be interested in how what you teach can help them achieve their goals in today’s digital environment.

Don’t dismiss older readers. Most of them have progressed with the digital age, have Facebook, Instagram, LinkedIn and Twitter accounts and will not only try your advice to solve today’s problems but they will share your blogs and articles with children and grandchildren running businesses today. Get your information into every related digital location possible. Always begin with a selfless message and online presence, the sales will surely follow.

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