Content Quality, Going Beyond “I Know It When I See It”

Speaker: Mark Traphagen of Stone Temple Consulting

Quality content: everybody talks about it, everybody says you need it, but what is it?

Back in the 60’s Supreme Court Justice Potter Stewart famously said about obscenity, “I can’t define it, but I know it when I see it!” But if it’s critical we produce quality content, for SEO and to attract and keep customers, then we need to go beyond “I know it when I see it.” But can we?

Mark Traphagen believes it’s possible to define quality content, and he’s got the research to prove it.

From his research, Mark discovered that all the characteristics of high-performing, effective content can be boiled down to what he calls “The Three Marks of Quality Content.” In this session you’ll learn these three identifiable marks, why they make content work, and how you can apply them to your content creation.

If anyone ever told you content marketing is “free” they were lying to you. When you consider time spent on research, ideation, creation, and promotion, content worth doing doesn’t come cheap. That means you can’t afford to waste time guessing what kind of content will hit the mark with your audience.

The insights and tips you’ll gain from this session, based on Mark’s research of thousands of pieces of business content, will enable you to start creating content of your own that has a much higher probability of success before you even click “publish.”

Attend this session and you will:

  • Learn the three marks of quality content, content that brings real business results, and how to apply them to yours
  • Be enriched and inspired by real-world examples of brand content that exhibits the three marks
  • Be transformed in your content creation, going away with renewed confidence that your time will be well spent in the future

If content development is a key part of your agency offering, or critical to your in-house effort, you need your entire content team at State of Search for this one. Email the conference team for Agency ticket pricing.