Roger Wigington: The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The secret to juggling is to always have one of your chainsaws in the air. Simple, right? You have one more chainsaw than you have hands, so don’t try and hold all three at the same time. Simply, always be throwing and catching at least one.

Ready to rev up your chainsaws and try it? Raise your hand… if you have one left.

As anyone in the industry knows, content marketing is a lot like juggling chainsaws. It’s easy, we’re told: You just have to consistently produce high-quality, engaging content. But if it were that easy, everyone would already be good at it. Statistics show we’re not there yet: 54% of B2B marketers say producing engaging content is their top challenge, and 50% say producing content consistently is.

Fortunately, just as you can learn to juggle chainsaws with practice and instruction (please don’t try this at home), you can learn to deliver quality, engaging content with a regular cadence. As you master the process, it will get easier. Eventually it will seem effortless to your audience. It might even feel (mostly) effortless to your content team.

Here’s how the team at TopRank Marketing keeps our chainsaws in the air.

#1: Consistency

A steady content cadence is invaluable for building your audience and serving your existing readership. The goal is to make your blog (or content hub) a habit – a reliable resource for fresh content. Setting that expectation with your readers, and then meeting it consistently, takes planning.

Start by creating your content marketing strategy. This document will help determine what your goals are, who your audience is, what type of content they need, and what types you will create.

Let your audience’s needs drive your goals. For example, a goal that states, “we will create fresh, high-quality content on X topics” is better than “We will post to the blog every day this year.” The latter is about deliverables; the former is about purpose, and is more likely to help you find the right cadence to meet needs.

With a strategy in place, you can develop your editorial calendar. This is where you will find the cadence that will allow you to deliver content consistently. Whether it’s once a week, every weekday, or twice a month, quality and consistency are far more important than quantity.

Plan your topics and content types at least a month in advance, but leave room in your calendar for timely posts, or random bursts of inspiration. Fill in any remaining gaps with plans for repurposing.

With a strategy in place to guide content creation, and a plan for what you’ll create, you can nail the consistency part of the juggling act.

#2: Quality

At first glance, “quality” seems like a subjective term. Your listicle on cat juggling might be pure gold for one reader, and pure lead for another. And it’s true that quality is dependent on the audience – so make sure your content has valuable for the people you want to reach.

First, make sure your content serves an existing search need. If people aren’t looking for help on your topic, you won’t have an audience. Use tools like Semrush, Keyword Planner, Google Search and Buzzsumo to explore. You’re not just looking for keywords to use: Look to see what type of content is already meeting people’s needs. That can help you get an idea of what high-quality content looks like for your audience.

Of course, quality means more than “designed to rank in organic search.” Your content should hit the center of this Venn diagram:

It’s vital to create at the intersection of your brand’s expertise, your unique insights, and your audience’s needs. Without unique insight, your content is indistinguishable from the rest. Without serving the audience’s needs, you’re irrelevant. And without expertise, your content will lack value.

Your content serves a business goal, naturally – that’s why it’s content marketing and not just “publishing.” But value is the engine that will get your content to that goal. Quality content is good for your readers and your business.

#3: Engaging

So now you have a plan for consistent publishing and you’ve done the research to create high-quality content. The final chainsaw to juggle is making the content engaging. The information in your content can be great, but if it’s a chore to read, people won’t get to the value.

There’s only one way to make content engaging: Write like a person. That means writing from the heart, with warmth and clarity and wit. That kind of writing invites people into a conversation, rather than trapping them in a lecture.

“But Josh,” you say, “I’m not writing about gooshy touch-feely stuff. I’m writing about cloud-based SaaS solutions. How do I write that from the heart?”

Excellent question, rhetorical person I made up. Regardless of what you’re writing about, think of who you’re writing for. You’re not writing to sell a SaaS solution. You’re writing to solve a problem for someone who desperately needs your expertise – and if you’re not doing that, go back to the planning stage. When you need help, you don’t want a lecture. You want someone who will empathize, even entertain, and gently guide you to a solution.

As a writer at an agency, I will admit not every client’s product offerings thrill me to the core. Until we have a roster that’s exclusively jetpack, hot tub, and nacho companies, I may not emotionally engage with each business. But I can always engage with people.

That’s our job as content creators – to think of the person behind the problem we’re solving, reach out from the screen, and make a connection.

You May Start Your Chainsaws

Content marketing is a juggling act, and it takes time and practice to keep all the chainsaws in the air. Start with planning and strategy to enable consistency, put in the research to ensure quality, and practice empathy to make your content engaging. It’s not simple, but it’s possible to learn. Once you get in the rhythm you’ll delight your audience without risking life or limb.

Need help juggling your chainsaws? We’re here for you.

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