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Why is quality content creation no longer enough?

, 11 September 2018

Creating content is today an obvious necessity. Quality is primordial. Is that all? No, because behind these two prerequisites lie many other requirements for truly effective content marketing.

More competition and more demands

Creating really useful, quality content, and which doesn’t just promote your products or services but really solves your audience’s problems: now there’s a virtuous strategy… at least on paper. Indeed, you don’t live in a vacuum, and in 2018, it’s almost certain that excellently produced content already exists on the web, in particular from your competitors, and perhaps has been there for a long time. It’s not difficult to create quality content, it’s even the basics of content marketing. Others had the “idea” before you.

Internet users are overwhelmed with content, so if you want yours to stand out, you’ll have to do better than just “good”. (Photo credit: Dmitry Ratushny, Unsplash)

Therefore, your incursion into the domain won’t make waves if you don’t differentiate yourself. Let’s drive the point home: quality is no longer a differentiating factor. We’ll have to find something else (without giving up on high standards!) if you want to attract recurring traffic, generate backlinks and make your entrance on the first pages of search results (the only ones that count). But can you extend your reach and outperform the competition?

Creation is just one facet of a content strategy

Storytelling has been a buzzword for a long time, but it can’t create an audience by itself! That’s a myth. First and foremost, the user experience as a whole must be considered.

“Creating quality content will never penalize a website’s ranking” Sure. But creating qualitative content no longer guarantees your SEO…

In this regard, page speed is the first experience with your content. With Facebook and its almost instantaneous loading (how do they do it?!), surfers are accustomed to that comfort of use and any page speed higher than 5 or 6 seconds will probably annoy them, even make them turn away from your site. There are multiple services to measure your performance, but from our point of view GTMetrix is ​​an efficient, easy-to-use and free service.

Your content‘s loading speed is an integral part of the user experience. In addition, that criteria is also taken into account by Google when indexing your pages. (Screenshot:

Then naturally comes the design. Does your content live (or survive) in quirky packaging, or does the design serve your content and showcase it?

Finally, creating content is not the last step of the process! What many creators forget are the next steps! And that’s where you can score points. What are those crucial steps, so often underestimated?

  • For each article, the optimization of the bait (a title, a front page visual, an introduction),
  • The development of a human and authentic editorial line,
  • Promotion of the content.

On that subject, check out our article that’s already become authoritative at dinner parties: 5 reasons why nobody’s reading your articles. And continue reading below.

Fight against the noise with a marketing mix dedicated to your content

Channels for promoting your content are manifold. Most marketers make the mistake of basing promotion of their content on organic distribution alone, which is insufficient. A practical reminder to consider all the levers and forget about none is the PESO model, whose initials correspond to each channel:

  • Paid, paid visibility (sponsored tweets for example) to mechanically increase reach,
  • Earned, that is to say the visibility obtained free of charge on specialized media,
  • Shared, when your content becomes viral and is shared in a loop on the web,
  • Owned, or distribution via your brand channels, in an organic way (an official Facebook account for example).

There are 4 vectors for distributing and promoting your content. Do you use them all? (Photo credit:, Pexels)

Combining creation and influencer marketing

Let’s say it right out: without influence, content is nothing! Too often, people think that you have to choose between building your own influence or using existing influencers. In reality, the two go hand in hand. You’ll never grow your influence without collaborating to some extent with the leading figures in your sector. Supreme is now one of the most influential brands among millennials. Do you believe they did it by turning their back on influencers and working in silos? It’s quite the opposite.

In content marketing, creation and influence are inseparable links in the value chain. Don’t expect to make ends meet without the combination of both! (Photo credit: Joey Kyber, Pexel)

That strategy is increasingly referred to as confluence marketing, or the symbiosis between content creation and influence. It’s not about collaborating from the start with the biggest influencers in your industry. That would cost you an arm and a leg. Start with a niche approach, contacting micro-influencers. Typically, specialized bloggers, with traffic ranging from 1,000 to 100,000 unique visitors per day, are the profiles you want to team up with.

Content Marketing is a more demanding lever than ever to activate. You can see this as a problem… Or as a golden opportunity to outperform your competitors. If you’re convinced too, then team up with, the site for connecting advertisers and influential sites.

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