Everybody’s talking about content marketing. But what type of content is the most valuable? A February study by CopyPress shows that the “featured article” gets the best return on your content investment (see chart), outscoring even online marketing video.
Ok, but what the heck is a “featured article”?
It’s the piece of content most prominently placed and promoted in your marketing, whether that’s your site or an email blast. A featured article is the best content you’ve got, meeting these key criteria:
Create featured articles about more than your brand, product or service. Choose topics of high value to your audience, things they want to read about and that you’re a trusted source for. Your content might answer questions or address objections or be directed to decision points in the sell/buy cycle. Provide details that give necessary context and support. Actionable content marketing tip: Build featured articles around audience needs, concerns, lives—including a clear “why you should care”.
Write featured articles in plain, but not boring, language. Make take-aways--big ideas, action steps, etc.--clear to the reader with effective calls to action, bullet points, strong headlines and data in context.
Featured articles should be your best work, so post only content that's well-researched and The formatting and images should enhance the article, not distract from it. Actionable content marketing tip: Evaluate your content to see where it needs improvement.