(Creative Content)

What Truly Defines High-Quality Content?

Ryan Chute
Ryan Chute
July 12, 2022
What Truly Defines High-Quality Content?

In a world where tons of content is published every second, the need for high-quality content can never be understated. Businesses creating content shouldn’t settle for merely good material. Otherwise, you’ll risk producing content that gets lost in all the noise. It’s the premium quality blog posts or ads that matter most if you want to rise above your competition. High-quality content development secures an exceptional conversion rate and makes your brand the saving grace for search queries. Think of it this way: High-quality content is your diamond in the rough. The boat in a swarm of gators. The Mufasa in a pack of hyenas. You will have confidence in the success of your content strategy when you consistently produce high-quality content. That said, what are the factors that make you say “Eureka! This is the quality post I’m looking for!”?Check them out below.

Quality Content Defined

The definition of quality content can be traced back to Jeff Cannon’s interpretation of content. According to him: “In content marketing, content is created to provide consumers with the information they seek.” Any high-quality material answers the public’s most pressing queries on a particular niche. The problem is that it’s a low bar to entry in today’s content marketing landscape. After Google’s Panda update, low-quality sites were de-ranked and only high-quality pages are left to rule the roost. In other words, you’re competing with brands creating content that already answers consumer questions. You’ll need to step up your game to claim Google’s top spot. Unfortunately, nowadays many marketers still give in to the delusion that high-quality content is simply attributed to these aspects:

  • The overall content value
  • Number of words
  • Visual appeal
  • Spelling and grammar
  • Formatting and readability
  • Expertise, Authoritativeness, Trustworthiness (EAT)

If that’s the case, publishing quality content should be a walk in the park. Moreover, finding success with your content marketing efforts must come easy, but why isn’t this the case? Don’t get me wrong, these are all necessary attributes of quality content. All I’m saying is that they’re not enough metrics to describe what quality content is. Targeting these markers is already second nature to all content creators. Therefore, if everyone does the same things, how do we now segregate high-quality content from obscurity? There are 6 benchmarks. High-quality content is hard to come by, but with expert guidance, it’s within reach. Wizard of Ads® vows to help residential home service businesses with their content marketing endeavors. Book a call.

How to Measure High-Quality Content_

How to Measure High-Quality Content?

The attributes I’ve mentioned above matter. Quality posts still abide by those standards. In measuring high-quality content, you must also consider the statistics on top of the non-negotiable attributes. Here are they:

1. KPIs and Data

At all costs, avoid measuring the perceived quality of your content based on how much time and money you poured into making it. Always base your definition of quality content on measurable data and statistics, otherwise, your view will be biased. Remember that content marketing is all about audiences and search engines. They’re the ONLY objective judge of good quality. Using data will help you segregate high-quality content from plain garbage a.k.a. your diamonds among the coal. KPIs, or key performance indicators, are measurable elements that are used to help companies understand how they’re progressing towards achieving their marketing and business objectives. In the case of content marketing, your KPIs may fall into these 4 categories:

  • SERP ranking position
  • Amount of traffic
  • Number of engagements
  • Number of leads generated

Diamond content is your array of the best-performing content among your archives. They hover between positions 1-3 in SERPs, drive a majority of your traffic, boast a consistently high engagement rate, and yield most of your leads. High-quality content usually comprises only 3% of your entire artillery. On the other hand, coal is your average (or even sub-standard) material that takes up 97% of your collection. Inferior traffic. Lousy SERP ranking. Little to no leads. Segregating your content into these two clusters will give you actionable insights into what went right on the diamonds, to help you refine your coal. If you completely rely on gutfeel when describing quality content, you’ll have no clear direction on what content to follow.

2. Marketing Objectives

The cornerstone of every high-quality content is how well they achieve your business’ marketing objectives. It doesn’t matter whether that goal is to generate traffic, win in SERP rankings, or increase engagement or conversions. As long as your content meets or exceeds the standard you’ve set for it, they’re considered high-quality. Think of it this way. NBA teams don’t draft new ballers based on looks, social media following, or eloquence. It always boils down to stats: Points Per Game, Field Goal Percentage, Free-Throw Percentage, and Assist-To-Turnover Ratio, among others. The same principle applies to quality content. Even if diamond content fails in some of the important attributes, like spelling or grammar, it can still be high-quality as long as they help achieve your marketing goals.

3. Search Engine Rankings

Top search engine results pages are saturated with high-quality content. But retaining a position in the top spots is still as fickle as those in latter SERPs and we’ll explain how below:After Google carried out its RankBrain algorithm, the search engine implemented machine learning to identify the most relevant results for queries. Here’s the catch: machine learning rewards results that incur high engagements. The more people click on your result, albeit possibly lower in SERPs, you will observe rank improvement thanks to RankBrain. Google measures engagement via two factors:

  • Click-through rate or CTR (The rate of people clicking on your results)
  • Time on page (The length of time users spend or engage with your content)

Naturally, higher CTR means enticing content at face value while a longer time on page suggests engaging content. They’re two peas in a pod, why? A high SERP CTR but low time on page signals Google of misleading content which can then penalize your page by ranking down. What does this mean for residential home service businesses? Work on crafting winning meta-titles and meta descriptions to make your content enticing. Your content should then follow through with a high-quality, engaging post.

4. Remarkable Ad CTR

Your content and RankBrain’s machine learning technology are not limited to helping you dominate SERP ranks. As a matter of fact, before being one of the SERP ranking signals, Google ads benefited from machine learning. Google and other social advertising sites like Facebook and Twitter reward high-quality content with lower costs for ad boosts. How do these platforms measure quality content? Click-through rates. Getting the coveted clicks on your ads indicates that you’ve produced high-quality content. While promoting low engagement ads punishes you with more expensive boosting costs and lower impression share. Once you craft the killer ad that gives you all the clicks, replicate the same success by following a similar route in your succeeding advertising efforts.

5. Conversion Rate

A remarkable engagement rate normally leads to desirable conversion rates as well. You know you harbor quality material if you can get people to click through your content and convert thereafter. However, there are instances when CTRs and conversion rates are incongruent. In this case, you may want to give your content a hard look to see which areas need renovation or CRO (conversion rate optimization). Always remember that quality content gets admirable conversion rates.

6. Promising Facebook Engagement

Do you know why fake news proliferated on Facebook? Well, at least before the Facebook fact-checkers hunted down and purged fake news peddlers. It’s for one simple reason: Facebook’s machine learning algorithm prioritizes content popularity over authority (unlike Google). What this means is that the more people clicked, commented, reacted, or shared a post, the more likely Facebook spread the post on users’ news feeds. Let me illustrate their algorithm: As a user browses their feed, Facebook occasionally displays posts it thinks the user will find interesting or appealing. Facebook then acts depending on the user’s behavior in light of the post. If a user scrolls past your post, Facebook won’t bother showing updates to the user. On the other hand, engagement suggests interest and Facebook will act on the interest to show the user similar updates in the future. Then why did I use fake news as an example earlier? Making rounds on Facebook leans more on publishing content that triggers emotional responses among users. On social media platforms like Facebook, the quality content are the ones that achieve high engagement. The main idea in defining high-quality content is not input-centric. It also taps into information once the content is deployed into the world. This must be the focus of content marketing. Here’s a thing that I noticed among diamond contents: they do well on all marketing channels. If they do well in social media, they’ll likely rank positively in SERPs and have high conversion rates. In the same way, content that bags organic search results tend to do well on social media and other channels. A good rule of thumb to remember is that diamonds are excellent performers for search engine optimization, paid and organic social media, emails, conversion rate optimization, etc.

Final Thoughts

Final Thoughts

Of course, defining high-quality content from output performance comes second to a well-thought and inspiring concept, along with the implementation of good content attributes. Unbiased statistics are primarily used to refine and further improve an already engaging idea. Needless to say, if you want to be more successful, brainstorm a better vision. Once you find your diamond among your long list of coal, capitalize, leverage, and maximize its reach to squeeze the highest possible ROI you can muster. Moreover, replicate the same success by understanding what makes your diamonds precious. This will help you improve your existing citrines and serve as a blueprint to follow for your succeeding content. Finding your super rare diamonds can be daunting, sometimes, you may not even have them in the first place. If you need support, Wizard of Ads® can help materialize your high-quality content. Book a call.

(Quality Content)
(SEO Content)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

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Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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