Improve Content Marketing Effectiveness: 4 Ways to Create Content That Acquires Qualified Audiences

NEW YORK, Jan. 10, 2013 /PRNewswire/ -- Content marketing is the big communications trend for 2013. Done well, content marketing is an extremely effective tactic; however, publishing poor content is a waste of resources and worse, reduces brand credibility with audiences. Today on the Beyond PR blog, we define the four characteristics of successful content, and offer suggestions for ensuring the content your organization develops is truly effective and supports key sales and marketing objectives.

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"Start by asking yourself if your content is REAL," suggests Sarah Skerik, PR Newswire's vice president of social media. "Is it Real, Entertaining, Actionable and Leading? If the content doesn't hit all four of those marks, you should do some editing before it's published."

Content that exhibits all four characteristics Skerik outlines is more likely to attract qualified audiences and to hold their attention.